What are the best practices for writing realistic and engaging scenarios for personas?

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Writing realistic and engaging scenarios for personas is a key skill for experience designers. Scenarios are stories that illustrate how a persona would use a product or service to achieve a goal, overcome a challenge, or satisfy a need. They help designers empathize with users, test assumptions, and communicate design ideas. But how can you write scenarios that are effective, relevant, and compelling? Here are some best practices to follow.

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Matt Anderson

Equipping Change Makers | Strategy + Business Design + Capabilities | Founder of Think Startup

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Shayane Amarsy

Client Experience Director | Marketing Director | Brand Strategist | Design Thinker | Communications Lecturer
Kana LiVolsi

Top 100 Global CMO. 40 Under 40. Ecosystem + AI Nerd. Founder: Award-Winning Studio Trusted by Fortune 50 + Disruptive…

1 Understand your personas

Before you write scenarios, you need to have a clear understanding of your personas. Personas are fictional representations of your target users, based on research and data. They capture their demographics, behaviors, motivations, pain points, and goals. You should create personas that reflect the diversity and complexity of your user base, and avoid stereotypes or assumptions. You can use tools like empathy maps, user journeys, or surveys to gather insights and create personas.

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Matt Anderson

Equipping Change Makers | Strategy + Business Design + Capabilities | Founder of Think Startup
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Personas are designed to get teams to empathise and connect with others who are potentially not like them. To give a damn about another human being and see their perspective. To overcome our own biases. If you dont feel an emotional kick from a persona then you probably have built a soulless demographic based archetype instead.

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Britt Hall

Communications, Culture & Change Leader
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Prioritize meeting and interacting with real people within the persona group as part of the research process. Get close to real day-to-day experiences, observe the workarounds they've created to make life easier, and hear directly from the source about the joy-sparkers and energy-drainers. Be curious and ask questions to get to the heart of what motivates their behaviors and interactions. Empathy — the most important ingredient in design — is most truly infused in your persona when you connect with the real people it represents.

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john hull

Omnichannel Customer Experience (CX) Strategy & Planning
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A marketer's persona is not a "fictional representation" any more than a police sketch artist's sketch is a cartoon of a suspect. personas are representative models of consumer behavior. the value of a persona is two-fold: 1. personify consumer choices by contextualizing the elements of audience segmentation 2. remove distracting attributes and details that do not help design for consumer moments Personas should only be "diverse and complex" to the extent that it helps make strategic choices to appeal to target segments.

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2 Define the context and purpose

Next, you need to define the context and purpose of your scenarios. What is the problem or opportunity that your product or service addresses? What is the specific situation or environment that your persona faces? What is the desired outcome or benefit that your persona seeks? You should write scenarios that are realistic, relevant, and aligned with your design goals. You can use tools like problem statements, value propositions, or user stories to define the context and purpose of your scenarios.

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Matt Anderson

Equipping Change Makers | Strategy + Business Design + Capabilities | Founder of Think Startup
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Before you even start using personas. Pause. Check why need to them, and who is actually going to use them, when. Do you already have personas in the organisation? What can you learn from the use of them (or lack of?). Otherwise you just adding more noise in yoru colleagues days.

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Shayane Amarsy

Client Experience Director | Marketing Director | Brand Strategist | Design Thinker | Communications Lecturer
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Dans le secteur du luxe, il n'est pas évident de tester ses prototypes directement avec ses clients. L'effet de surprise est communément attendus des maisons. Aussi, il est crucial d'intégrer les forces de vente dans le protocole de tests. C'est souvent eux qui vous permettront d'avoir l'nformation la plus qualifié. Le protocole doit alors permettre des les projeter dans les situations où ils sont au plus proche des clients.

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john hull

Omnichannel Customer Experience (CX) Strategy & Planning
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what a stupid, naive prompt. "You should write scenarios that are realistic, relevant, and aligned with your design goals." lol, this is the worst kind of mistake in experience design- to write consumer scenarios that align with your goals is to miss the entire point of the exercise. if you can write authentic scenarios based on consumer goals, you're halfway to your objective.

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3 Use narrative techniques

To write effective scenarios, you should use narrative techniques to engage the reader and convey the persona's emotions, thoughts, and experiences. Begin by setting the scene with background information and details. Then, use verbs and active voice to show what the persona does and how they interact with the product or service. Dialogue, quotes, or thoughts can be used to reveal the persona's personality, feelings, opinions, or values. Conflict, obstacles, or surprises can be used to create interest and suspense in the scenario and demonstrate how the persona reacts or adapts. Lastly, show how the persona achieves their goal or solves their problem and what benefits or consequences they experience.

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Matt Anderson

Equipping Change Makers | Strategy + Business Design + Capabilities | Founder of Think Startup
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Caution: Using a narrative persona is only one type of persona and may work great for designers wanting to emotionally connect. But sometimes a quick and dirty persona card with a goal, mindset, hot buttons and pain- points can be enough. Other days you may want journey based personas or proto personas.

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Shayane Amarsy

Client Experience Director | Marketing Director | Brand Strategist | Design Thinker | Communications Lecturer
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Dépasser votre secteur d'activité pour mettre en exergue des comportements caractéristiques de votre personae. Vous découvrirez peut-être des comportements à transposer...

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4 Keep it simple and concise

When writing scenarios, it is important to keep them simple and concise. They are not novels or scripts, but rather tools to communicate design ideas and test assumptions. To ensure the reader can understand and remember the scenario, avoid using too many details or technical terms, writing scenarios that are too long or too short, repeating or contradicting information already provided by the persona or context, and making unrealistic or exaggerated claims that undermine the credibility of the design.

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Shayane Amarsy

Client Experience Director | Marketing Director | Brand Strategist | Design Thinker | Communications Lecturer
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Un bon personae est un personae communément adopté par les équipes. Travailler autour de mots simples et de caractéristiques réelles différentiantes et communément admises.

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Matt Anderson

Equipping Change Makers | Strategy + Business Design + Capabilities | Founder of Think Startup
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The secret sauce to great personas includes: Research informed + testing your persona format. You may think your persona designs are beautiful but unless people use them then they are paperweights. Draw different templates and test them with your colleagues. See what info is used or skipped. Then refine your template. Also dont assume because the template worked for the marketing folk its going to work for IT

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kana LiVolsi

Top 100 Global CMO. 40 Under 40. Ecosystem + AI Nerd. Founder: Award-Winning Studio Trusted by Fortune 50 + Disruptive Start-ups. Change Agent — Creating Stories to Shape a Better Reality.
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Creating compelling, authentic personas means you need a team with diverse perspectives. Yes, ever person is unique and has their own POV. That being said... if you have a team full of 20-year-old cis white dudes from Brooklyn it’s going to be hard for them to have the lived experience to get into the mindset of a 50-year-old women living in the midwest — no matter how many books, movies or studies they read on the subject. Even if their mom was a perfect fit for your persona, they can’t dig deep enough to know what’s inside her head (just look at how bad most gifts are for moms). Having a team that comes from different lived-experiences weigh in on personas is going to help you unearth compelling POVs & stories that resonate.

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Matt Anderson

Equipping Change Makers | Strategy + Business Design + Capabilities | Founder of Think Startup
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Many teams have been burnt by personas due in part to crap/no research, superficial synthesis and or confusing segmentation with personas. Take a moment to check in what persona work has happened before you rocked up. What worked vs needed to be done different.

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What are the best practices for writing realistic and engaging scenarios for personas?

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1 Understand your personas

2 Define the context and purpose

3 Use narrative techniques

4 Keep it simple and concise

5 Here’s what else to consider

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