The Persona and Journey Map Playbook

Most personas and journey maps crash land shortly after takeoff. This step-by-step playbook provides a revolutionary approach to creating these pivotal artifacts in product design through the concept of altitudes. They will guide you in conceptualizing your users through research techniques that directly inform persona characteristics.

Discover how to create personas that are free from irrelevant attributes and learn to develop high-altitude personas with sufficient lift to guide product roadmaps and organizational strategy. You'll also master constructing flight paths for journey maps that capture the user?s journey at the perfect level of detail, uncovering key moments in their experience. Then, as personas and journeys evolve, you will learn to measure the impact of product experience improvements.

With this book as your co-pilot, you'll navigate the creation process with the help of templates and real-world examples reflecting the latest methods for personas and journey maps. The Persona and Journey Map Playbook will provide you with the tools and strategies to create impactful personas and journey maps that will drive user-centered design and product success.

What You?ll Learn

• Integrate personas and journey maps into a cohesive user experience strategy.


• Gain practical details to design for users, avoiding common pitfalls of stereotyped and irrelevant personas.


• Utilize user research activities and synthesize insights to inform personas and journey maps.


• Understand the root causes of user experience issues through personas and journey maps to inform product roadmaps, create user requirements, and document future experiences.

Who This Book Is For

Product leaders, user experience designers, user researchers, or any roles responsible for understanding user needs.