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Using Personas and Empathy Arcs in Journeys

Using Personas and Empathy Arcs in Journeys

Learn how to use personas in Journeys.

Personas help you to create reliable and realistic representations of your key customer segments. In this guide we cover how to add personas to Journeys, and how to create different experience scores for every step of a journey.

Adding a persona to a journey

To add a persona, follow these steps:

  1. Add a persona lane to your journey.
  2. Hover over the lane, click on the ???? and select ‘edit lane’.
  3. Then click on ‘add persona’ and select a persona from the list.

Every persona you add gets its own insight fields and Empathy Arc. Read more about adding lanes to journeys in our customer journey guide.

Adding persona-specific insights

An indulgent foodie, convenient shopper, and budget hunter experience grocery shopping differently.

Using personas helps to distinguish the experiences of different types of people. Using the persona lane allows you to add specific insights into how your different personas experience each step in a user journey.

As an example, have a look at the example journey above. The experience shopping at a grocery store is vastly different for an indulgent foodie, convenient shopper, or budget hunter. Mapping the different experiences of these different types of people helps you to empathise with them, and helps to come up with opportunities and solutions that target each persona specifically.

Use persona insight fields to summarise persona experiences.

You can use the persona input fields to summarise the persona’s experience for every step. Try to capture in one or two sentences what the persona does, how they experience doing that, and the most important reason for this. For example, you could use a format like “I [action], which is [experience] because [reason]”.

In the example above, a persona experience might read: “I shop for items, which can be annoying because I often cannot find the items I need.”

Use additional quote, observation, and text fields to add deeper insights.

For more detailed insights about customer experience you can always add extra text, observation, and quote lanes to add things like needs, pains, and gains. You can add these lanes multiple times if you want to add more specific insights on different personas in a Journey. More on the different lanes that make up a basic user journey can be found in this guide.

Adding an Empathy Arc to a journey

For every persona you can add a separate Empathy Arc. You can use this to indicate how good or bad a persona experiences each step. These are based on your estimations; so it doesn’t reflect an exact number, but it does estimate a general sentiment. To add more exact quantitative data, have a look at our upcoming Qualtrics integration.

To change an Empathy Arc, click on the emoji on the top right of the persona text box. There you can set the persona score for that step.

You can also add a specific emoji for a step to create add a more ‘nuanced’ representation of how customers experience a step. For example; if it’s a negative experience, is it because they’re annoyed, or confused?

Removing Personas from Journeys

To remove a persona, click on the persona icon, and select ‘remove from journey’. This will remove the persona and all persona-specific insights from the journey.

Continue exploring

Learn how to organize personas into categories, and how to create market segmentations.

Learn how to create and edit personas, as well as how to add them to journeys.

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