It's Tooltime: Developing Personas Made Easy

Admittedly: The development of data-based personas eats up time and resources. That doesn't have to be the case! Fortunately, there are tools that help.

1. make my persona

The free application does not do any data research: once collected, the findings can be visualised in 7 steps with the generator. Here you define, for example, the appearance, profession, function, communication preferences, challenges and goals of your persona. The template from Hubspot focuses primarily on the work environment. This makes it suitable, for example, if you are self-employed and want to sell your products and services to other companies. For B2C customers, the template only makes sense if products are aimed specifically at employees and/or the self-employed.

2. userforge

The application is suitable for working in a team of up to 25 people. The Persona Generator scores with interfaces to Jira software - perfect for working on large projects and integrating data. Icons and an image database offer a variety of design options. In addition to the free trial version, the provider offers various price models from 6 to 79 dollars per month.

3. xtensio

Persona templates that give your customers a face in the WYSIWYG editor. Individual modules can be customised, rearranged or supplemented as desired. This makes sense when it comes to displaying customer groups in as much detail as possible. Like Userforge, Xtensio supports teamwork. There is also a test version for one project. The creation of further projects costs between 10 and 30 dollars per month and user. For companies that use Xtensio on a large scale, there are individual offers: Price on request.

4. uxpressia

In addition to a persona profile, Uxpressia visualises pain and touch points of your customers and ensures that you understand your customers even better - during every phase of the customer journey. Also practical: industry-specific templates that save time and can be further personalised if desired. The tool offers interfaces to online analysis tools: data and persona profiles, customer journey and impact maps are available from a single source. Practical for fine-tuning new strategies not only in the team, but across departments.

5 LeanScope

Like Uxpressia, LeanScope offers the possibility to describe scenarios in addition to extensive persona profiles. In Kanban boards, all insights, scenarios and touchpoints in the customer journey can be organised, rearranged and revised. Users can tinker with personas on- or offline according to their wishes and workflow. Free version with reduced functionality. The full version costs 75 euros per month and user.

6. smaply

Smaply provides users with three tools: With the Journey Mapping Tool, users visualise touch and pain points of potential customers, and the Persona Mapping Tool depicts the character, everyday life and living environment of personas. With key points, a detailed description, mood images and quotes. The Stakeholder Mapping Tool shows how stakeholders influence customers and how they relate to the company. Prices between 25 and 100 euros per month.


The persona generator draws its knowledge from Google Analytics: with data on demographics, behaviour and people's interests, the tool automatically creates data-driven personas, identifies customer segments and personalises customer journeys. offers users a free test for a target group. Additional personas and customer segments can be created from $16 per month.

8. Persona Profiler

The Persona Profiler uses a data set of more than one million interviews representative of more than 12 countries and various study results and delivers a Sedcard for each target group within 48 hours data-driven personas . Costs: from 490 euros per sedcard. The Sedcard contains information on:

  • Age
  • Gender
  • Place of residence and housing situation
  • Household size
  • Net household income
  • Occupation
  • Training status
  • Hobbies and interests
  • Goals and values
  • A look at the personal future
  • Type of innovation
  • Media consumption (print, digital)
  • Attitude towards nutrition
  • Mobility behaviour and attitudes towards mobility issues
  • Attitude towards health issues
  • Travel behaviour


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