Service Design Personas


Service design personas are descriptive fictional profiles of people’s lives that can help design teams consider the needs of groups users who share common characteristics.

We worked with national stakeholders ARC Scotland, PAMIS and the Scottish Commission for People with Learning Disabilities to create these personas based on our evidence and the findings of our Equality Impact Assessment.

Personas can help your design team understand the needs and wants of the people who access your services.  In this case we focussed on the inequality dimensions to support design teams consider whether people with these characteristics have been involved in their ‘discover’ activity, and to support the later ‘design’ stage of service redesign.

The stakeholders above drew on the lived experience of people and engaged with people who currently access services.  These personas can be used by services and teams to plan engagement, critically reflect on engagement findings and in exploring the design of future services.

ARC Scotland