Customer Personas


Personas are fictional, yet research-based, representations of your customers. They embody the characteristics, behaviours, and motivations of real customers, helping businesses better understand and cater to their audience’s needs and preferences. Personas serve as a powerful tool to guide business strategies and a single source of truth for an organisation's target audience. So what does it take to create great personas that work?

Take our 5-minute Customer-Centricity Index assessment to find out how how well you know your customers. 

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We’ve been exploring the realm of customer personas through a series of blog posts and podcast episodes. Learn more below. 

Blockbuster’s Downfall: The Consequences of Ignoring Customer Needs

Remember the days of strolling into a Blockbuster store to rent a movie? Those iconic blue and yellow signs signified a weekend movie night for many of us. However, the fall of this video rental giant stands as a stark reminder of what can happen when businesses fail to understand and cater to their customer needs.

In today’s market, where customer personas are ever-changing and diverse, understanding and catering to the diverse customer needs is pivotal. Discover the power of customer insights and the benefits of empathy-driven customer-centric design in this article.

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A Masterclass in Perfecting Your Personas

In the realm of customer experience and business strategies, 'customer personas' have become pivotal in shaping the interaction between companies and their clientele. Through a clear understanding of customer personas, companies can tailor their services and products to meet diverse customer needs, thereby enhancing the overall customer experience.

In this article, we debunk some common misconceptions about customer personas, and share our top tips on crafting exceptional personas that will help you catalyse your business growth. 

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Customer Experience Design Podcast Series

If you’d like to learn more about customer personas, tune into our podcast series where our host, Oliver King, explores the transformative power of customer personas in modern business.    

In each episode, we delve into fundamental concepts of customer personas, including common misconceptions, how to craft effective and accurate personas, and their diverse applications, spanning from design ideation to groundbreaking initiatives by NASA, Siemens, Dubai Tourism, and Procter & Gamble.

You’ll learn the invaluable role of personas in shaping organisations, uniting teams under a shared vision, and achieving aligned goals.

Tune in now on YouTube, Apple Podcasts or Spotify.


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Customer Driven Design

How design-led companies get more of the right services to market faster


“For any who seek to improve their services, let this book be your design-led guide. It will enable you to truly transform your service, by staging engaging, personal, memorable and even beautiful experiences.”

Joseph Pine II, co-author, The Experience Economy

Download a free copy of the first two chapters of our book.

With this book, the authors show you how to instil an outside-in approach to strategy; moving away from a management approach that’s technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation.


Case studies

Bupa International New Proposition

Bupa International New Proposition

Bupa International partnered with the Engine Service Design team to pioneer new service...

Barclays Bank Service Strategy Design

Barclays Bank Service Strategy Design

Barclays Bank, responding to new UK Government regulations, collaborated with the Engine Service...

Zurich Life

Zurich Life

Zurich UK Life responded to changing UK pension legislation by partnering with the Engine Service...

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