Customer Persona Needs

Customer persona needs are complimentary to persona goals.
Persona needs describe goals in a more detailed way talking about requirements and wishes related to your product or service.

Let's take a look at a few examples.


Natalie wants to buy online a pair of shoes. For the to happen, she might need:
  • A discount offer or a coupon
  • Sufficient reviews and good product ratings
  • Free delivery


Jason wants to play a video game. His requirements might be for example:
  • Game that works on PlayStation 3.
  • Have both single-player or multiplayer modes.
  • Ability to share achievements in social media.


Jessica wants to take her family to Paris for a week. She’s looking for:
  • Clean rooms.
  • Kids friendly hotel.
  • Not too far away from city center.


Steve decided to optimise company spendings on SaaS. He’s looking for a tool that:
  • Enterprise level security.
  • In-office training.
  • Integration with Xero.

Usually, there are 3 to 5 needs per persona. However, important to remember that there should be the major and the most import one.

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