diverge · Strategy · 60–120 min · 3-8 people · medium energy
Dynamic Personas
Dynamic Personas help teams understand how user behaviors evolve over time, enabling them to design interventions that influence that trajectory. This method moves beyond static user representations to focus on user development and identify opportunities for impactful design solutions.
When to use Dynamic Personas
Use this method when you need to ideate on desired future user states and develop design solutions that proactively address evolving user needs, rather than solely focusing on current needs.
What it solves
Lack of understanding of how user behaviors change over time, leading to design solutions that are not future-proof or adaptable.
How to run Dynamic Personas, step by step
- Analyze the current user behavior in relation to a specific aspect of their life and identify possible end-states. Consider using behavioral development frameworks like the 'Unaware to Aware, Active, Advocate' model. (20 minutes)
- Define the expected/desired end-state and the steps in between the current state and end state. (15 minutes)
- List all the enablers that could support each of the identified transitions. Enablers are facilitators of behavior development. (20 minutes)
- Identify all the blockers that could prevent the transitions from happening. Blockers are obstacles or barriers to evolving into a specific end-state. (20 minutes)
- Use the map to identify possible opportunities for design interventions that support the desired behavioral evolution. (25 minutes)
Materials needed
- Whiteboard or large paper
- Markers or pens
- Sticky notes (optional)
- Templates (digital or print)
- Behavioral development frameworks (e.g., Model of Change)
Facilitator tips
- Encourage participants to ground their hypotheses in research and avoid making personal assumptions or stereotypes.
- Engaging extreme users can provide valuable insights into different behaviors and potential end-states.
Common pitfalls
- Stereotyping users or making assumptions not based on research. Ensure all hypotheses are grounded in user research.
- Focusing too much on current needs and not enough on future possibilities. Remind the team to think about the long-term evolution of user behavior.
Variations
- Use different behavioral development frameworks to guide the identification of end-states.
- Focus on a specific segment of users or a particular aspect of their lives.
Running it online or hybrid
Use a collaborative whiteboard tool like Miro or Mural to allow remote teams to visualize and contribute to the persona development and journey mapping.
What it produces
A visual map of the dynamic persona, including current behaviors, possible end-states, enablers, blockers, and design intervention opportunities.
Origin
Adapted from Service Design Tools — source
Build a session around Dynamic Personas
METODIC places Dynamic Personas inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.