Customer Persona Deck

About this template

Three slides from research to a person

Twelve slides for sharing customer types drawn from interviews and usage data, so that later product and marketing decisions have a reference. The three body slides run research design, segmentation, then the persona itself, so the deck is not one persona per slide but the path that led to the persona. Laying the evidence first and the person last heads off the “isn’t that just our guess” objection. If you need three personas, duplicate the divider-and-body pair on slides 7 and 8 twice more.

What each body slide does

Every body slide has three items with 01/03, 02/03 and 03/03 counters, so deleting a line leaves a gap – write all three.

1. Slide 4, research design: “18 in-depth interviews of 60 minutes”, “1,240 survey responses alongside”, “three years of purchase history”. Add how the sample was recruited and who was excluded.
2. Slide 6, segmentation: “four clusters by purchase frequency”, “price-sensitive group is 38% of all”, “2.6x spread in average order value”. The axis you split on is the point, so change it if you used something other than frequency.
3. Slide 8, the persona: “Jisu, 34, office worker, the core group”, “42 minutes of app use per day”, “three verbatim quotes”. Copy real interview sentences and mark invented names as pseudonyms.

The agenda lists six items – research design, source data, segments, persona card, day in the life, how to use it – against three body slides. Source data, day in the life and how to use it have no slide, so trim the agenda or duplicate pairs. The quickest way to show a day in the life is to reuse the comparison slide as morning and afternoon columns.

Separate evidence from guesswork

Personas lose their authority when unsourced lines creep in. Add a short source to each line: “12 of 18 interviews”, “first-week log analysis”, “churn survey n=112”. Any line you cannot source should be marked as a hypothesis and queued for the next round. A value such as 42 minutes of daily app use has to come from logs, not from interviews, so do not mix the two.

Reading the four tiles and the cluster bars

Slide 10 shows 18 interview participants, 1,240 survey responses, four clusters and a 47-day repurchase cycle. The first three describe the size of the study and only the last describes behaviour, so if you are presenting to a marketing team, swap one of the three for a per-segment number such as average order value or six-month retention. Slide 11 is not a timeline: the bars are price-sensitive 38, convenience-seeking 27, quality-first 21 and new explorers 14, four cluster shares that add to 100. Rename the slide to cluster share and keep the total at 100 when you edit. The 38 is the same number as on slide 6, so change both together.

What makes a persona useless

• Decorating the persona with age, gender and hobbies that no decision depends on.
• Naming clusters after personality traits; behavioural names like price-sensitive get used in the next meeting.
• Leaving the comparison slide empty instead of showing the gap between what this type expects and what the product delivers.