proto-persona

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🇺🇸

Original

English

🇨🇳

Translation

Chinese

Purpose

目的

Create an initial, assumption-based persona profile that synthesizes available user research, market data, and stakeholder knowledge into a working hypothesis about your target user. Use this to align teams early in product development, guide initial design decisions, and identify gaps in understanding that require validation through research.

This is not a validated persona—it's a "proto" (prototype) persona that evolves as you learn more. Think of it as a structured placeholder that prevents design-by-committee while acknowledging you don't have all the answers yet.

创建一个基于假设的初始用户画像，将可用的用户研究、市场数据和利益相关者知识整合为关于目标用户的可行假设。以此在产品开发早期对齐团队、指导初始设计决策，并识别需要通过研究验证的认知缺口。

这并非经过验证的用户画像——它是一个"Proto"（原型）用户画像，会随着你了解的信息增多而不断演进。可以将其视为一个结构化的占位符，既能避免"委员会式设计"，又能承认你目前尚未掌握所有答案。

Key Concepts

核心概念

What is a Proto-Persona?

什么是Proto-Persona？

A proto-persona is a lightweight, hypothesis-driven persona created from:

Existing research: User interviews, surveys, analytics (if available)
Market data: Industry reports, competitor analysis, demographic trends
Stakeholder knowledge: Sales, support, and team insights
Informed assumptions: Best guesses that need validation

Proto-Persona是一种轻量级、基于假设的用户画像，由以下内容构建而成：

现有研究：用户访谈、调研、分析数据（如有）
市场数据：行业报告、竞品分析、人口统计趋势
利益相关者知识：销售、客服及团队的洞察
有依据的假设：需要验证的合理推测

Proto vs. Validated Persona

Proto-Persona vs. 已验证用户画像

Proto-Persona	Validated Persona
Created in hours/days	Created over weeks/months
Based on assumptions + limited research	Based on extensive user research
Used to align teams early	Used to guide detailed design
Evolves rapidly	Stable over time
Good enough to start	High confidence

Proto-Persona	Validated Persona
数小时/数天内创建	数周/数月内创建
基于假设+有限研究	基于大量用户研究
用于早期团队对齐	用于指导详细设计
快速演进	长期稳定
足够支撑启动工作	可信度高

Why Use Proto-Personas?

为什么使用Proto-Persona？

Speed: Align teams quickly without waiting for months of research
Focus: Provides a shared reference point for "who we're building for"
Hypothesis framing: Makes assumptions explicit, which can then be validated
Prevents generic design: "Design for everyone" = design for no one

速度快：无需等待数月的研究即可快速对齐团队
聚焦性：为"我们为谁构建产品"提供共享参考点
假设框架：明确假设，以便后续验证
避免通用设计："为所有人设计"等同于"不为任何人设计"

Anti-Patterns (What This Is NOT)

反模式（注意事项）

Not validated research: Don't treat it as fact—it's a hypothesis
Not a replacement for user research: Use it to guide research, not avoid it
Not demographic data alone: Age and location don't explain behavior
Not permanent: Proto-personas should evolve as you learn

并非验证后的研究：不要将其视为事实——它只是一个假设
不能替代用户研究：用它来指导研究，而非规避研究
不只是人口统计数据：年龄和地域无法解释行为
并非永久不变：Proto-Persona应随着认知的加深而演进

When to Use This

适用场景

Early-stage product development (before extensive user research)
Kicking off a new feature or pivot
Aligning stakeholders on target users
Identifying research gaps (who do we need to interview?)

产品开发早期（开展大量用户研究之前）
启动新功能或产品转型时
对齐利益相关者关于目标用户的认知
识别研究缺口（我们需要访谈哪些用户？）

When NOT to Use This

不适用场景

After you've done extensive user research (create a validated persona instead)
For mature products with known user segments (you should already have validated personas)
As a substitute for quantitative data (proto-personas inform research; research validates them)

已开展大量用户研究之后（此时应创建已验证用户画像）
针对已有明确用户群体的成熟产品（你应该已经有已验证用户画像）
替代定量数据（Proto-Persona为研究提供方向；研究验证Proto-Persona）

Application

实践应用

Use

template.md

for the full fill-in structure.

使用

template.md

获取完整的填充模板。

Step 1: Gather Available Context

步骤1：收集现有信息

Before creating a proto-persona, collect:

User research: Interview notes, survey results, support tickets
Analytics: Usage data, demographics, behavioral patterns
Market data: Industry reports, competitor user bases
Stakeholder insights: Sales/support/CS teams who interact with users
Product context: What problem are you solving? (reference
```
skills/problem-statement/SKILL.md
```
)

If missing context: Don't fabricate—note gaps and plan research to fill them.

在创建Proto-Persona之前，收集以下内容：

用户研究：访谈记录、调研结果、客服工单
分析数据：使用数据、人口统计数据、行为模式
市场数据：行业报告、竞品用户群体
利益相关者洞察：与用户互动的销售/客服/客户成功团队的见解
产品背景：我们要解决什么问题？（参考
```
skills/problem-statement/SKILL.md
```
）

如果信息缺失：不要编造——记录缺口并规划研究以填补这些空白。

Step 2: Define the Persona's Identity

步骤2：定义用户画像的身份

Name

名称

Give the persona an alliterative, memorable name (makes it easier to reference).

markdown

undefined

为用户画像起一个押头韵、容易记住的名字（便于后续引用）。

markdown

undefined

Name

[Alliterative name, e.g., "Manager Mike," "Startup Sarah," "Enterprise Emma"]


**Quality checks:**
- **Memorable:** Can the team recall it easily?
- **Not generic:** Avoid "User 1" or "Persona A"

---

[Alliterative name, e.g., "Manager Mike," "Startup Sarah," "Enterprise Emma"]


**质量检查**：
- **易记**：团队能否轻松记住这个名字？
- **非通用**：避免使用"用户1"或"画像A"

---

Bio & Demographics

个人简介与人口统计信息

Describe who this person is in the real world.

markdown

undefined

描述该用户在现实世界中的身份。

markdown

undefined

Bio & Demographics

[Age range]
[Geographic location]
[Social status (married, single, family, etc.)]
[Online presence (active on LinkedIn, avoids social media, etc.)]
[Leisure activities]
[Career status (job title, industry, seniority)]


**Quality checks:**
- **Behavioral, not just demographic:** Don't stop at "30-40 years old, lives in SF"—add "Works remotely, active in Slack communities, juggles 3 side projects"
- **Context-relevant:** Only include demographics that influence product decisions

**Example:**
- "35-45 years old, lives in urban areas (NYC, SF, Austin)"
- "Director-level at mid-sized tech companies (50-500 employees)"
- "Active on LinkedIn and Twitter, attends 2-3 conferences per year"
- "Married with young kids, values work-life balance"
- "Plays rec sports on weekends, listens to business podcasts during commute"

---

[Age range]
[Geographic location]
[Social status (married, single, family, etc.)]
[Online presence (active on LinkedIn, avoids social media, etc.)]
[Leisure activities]
[Career status (job title, industry, seniority)]


**质量检查**：
- **注重行为，而非仅人口统计**：不要停留在"30-40岁，居住在旧金山"——补充"远程办公，活跃于Slack社区，同时兼顾3个副业"
- **与产品相关**：仅包含会影响产品决策的人口统计信息

**示例**：
- "35-45岁，居住在城市地区（纽约、旧金山、奥斯汀）"
- "中型科技公司（50-500名员工）的总监级别"
- "活跃于LinkedIn和Twitter，每年参加2-3场行业会议"
- "已婚并育有年幼子女，重视工作与生活的平衡"
- "周末参加业余运动，通勤时收听商业播客"

---

Step 3: Capture Their Voice

步骤3：捕捉他们的语言风格

Quotes

语录

Use real or representative quotes that reveal how they think and speak.

markdown

undefined

使用真实或具有代表性的语录，展现他们的思维和表达方式。

markdown

undefined

Quotes

"[Quote 1 revealing what they say, feel, or think]"
"[Quote 2 revealing frustrations or motivations]"
"[Quote 3 revealing attitudes or beliefs]"


**Quality checks:**
- **Authentic:** Use real quotes from interviews/support tickets if available
- **Revealing:** Quotes should expose mindset, not just facts ("I need better tools" is weak; "I'm drowning in manual work and can't focus on strategy" is strong)

**Example:**
- "I spend 10 hours a week in status meetings that could be emails."
- "I'm tired of tools that promise automation but require a developer to set up."
- "My team expects me to have answers immediately, but I'm constantly searching for data."

---

"[Quote 1 revealing what they say, feel, or think]"
"[Quote 2 revealing frustrations or motivations]"
"[Quote 3 revealing attitudes or beliefs]"


**质量检查**：
- **真实**：如有可用，使用访谈/客服工单中的真实语录
- **有洞察力**：语录应暴露思维模式，而非仅陈述事实（"我需要更好的工具"过于薄弱；"我被手动工作淹没，无法专注于战略"更有力度）

**示例**：
- "我每周花10小时开状态会议，这些会议完全可以用邮件代替。"
- "我厌倦了那些承诺自动化但需要开发者才能设置的工具。"
- "我的团队期望我能立即给出答案，但我一直在查找数据。"

---

Step 4: Document Their Context

步骤4：记录他们的场景

Pains

痛点

What problems or frustrations does this persona experience? (Reference

skills/jobs-to-be-done/SKILL.md

for structure.)

markdown

undefined

该用户画像面临哪些问题或困扰？（参考

skills/jobs-to-be-done/SKILL.md

的结构）

markdown

undefined

Pains

[Pain point 1 related to the problem space]
[Pain point 2 related to the problem space]
[Pain point 3 related to the problem space]


**Quality checks:**
- **Specific:** "Frustrated with tools" is vague; "Spends 3 hours/week manually copying data between tools" is specific
- **Related to your product:** Focus on pains your product could address

---

[Pain point 1 related to the problem space]
[Pain point 2 related to the problem space]
[Pain point 3 related to the problem space]


**质量检查**：
- **具体**："对工具感到沮丧"过于模糊；"每周花3小时在工具之间手动复制数据"更为具体
- **与产品相关**：聚焦于你的产品可以解决的痛点

---

What is This Person Trying to Accomplish?

该用户想要达成什么目标？

What behaviors, actions, or outcomes are they pursuing?

markdown

undefined

他们追求哪些行为、行动或结果？

markdown

undefined

What is This Person Trying to Accomplish?

[Behavior or outcome 1]
[Behavior or outcome 2]
[Behavior or outcome 3]


**Quality checks:**
- **Observable:** Can you see this behavior? ("Get promoted" is internal; "Deliver projects 2 weeks ahead of schedule" is observable)
- **Outcome-focused:** Not tasks ("use dashboards") but results ("make data-driven decisions faster")

---

[Behavior or outcome 1]
[Behavior or outcome 2]
[Behavior or outcome 3]


**质量检查**：
- **可观察**：你能否看到这种行为？（"获得晋升"是内在目标；"提前2周交付项目"是可观察的结果）
- **以结果为导向**：不是任务（"使用仪表盘"）而是结果（"更快地做出数据驱动的决策"）

---

Goals

目标

What are their wants, needs, dreams?

markdown

undefined

他们的愿望、需求、梦想是什么？

markdown

undefined

Goals

[Goal 1: want, need, or dream]
[Goal 2: want, need, or dream]
[Goal 3: want, need, or dream]


**Quality checks:**
- **Short-term and long-term:** Include tactical goals ("ship feature by Q2") and aspirational goals ("become VP within 3 years")
- **Personal and professional:** "Spend more time with family" can be as relevant as "increase team productivity"

---

[Goal 1: want, need, or dream]
[Goal 2: want, need, or dream]
[Goal 3: want, need, or dream]


**质量检查**：
- **短期与长期结合**：包括战术目标（"第二季度前发布功能"）和抱负目标（"3年内成为副总裁"）
- **个人与职业兼顾**："花更多时间陪伴家人"与"提高团队生产力"同样重要

---

Step 5: Understand Their Influences

步骤5：了解他们的影响因素

Decision-Making Authority

决策权限

Do they have the power to buy your solution?

markdown

undefined

他们是否有购买你的解决方案的权力？

markdown

undefined

Attitudes & Influences

Decision-Making Authority: [Yes/No + context (e.g., "Has budget authority up to $10k, needs exec approval above that")]


**Quality checks:**
- **Procurement reality:** If they're a user but not a buyer, note who approves the purchase

---

Decision-Making Authority: [Yes/No + context (e.g., "Has budget authority up to $10k, needs exec approval above that")]


**质量检查**：
- **符合采购实际**：如果他们是用户但不是购买者，请注明谁批准采购

---

Decision Influencers

决策影响者

Who influences their decisions?

markdown

- **Decision Influencers:** [Who influences this person? (e.g., "Boss, peers in industry Slack channels, analyst reports")]

Quality checks:

Specific: Not just "their manager"—name the types of influences (peer recommendations, Gartner reports, Twitter threads, etc.)

谁会影响他们的决策？

markdown

- **Decision Influencers:** [Who influences this person? (e.g., "Boss, peers in industry Slack channels, analyst reports")]

质量检查：

具体：不只是"他们的经理"——明确影响类型（同行推荐、Gartner报告、Twitter帖子等）

Beliefs & Attitudes

信念与态度

What beliefs and attitudes shape their decisions?

markdown

- **Beliefs & Attitudes:** [Beliefs/attitudes that impact decisions (e.g., "Skeptical of tools that require training," "Values data-driven decision making")]

Quality checks:

Relevant to adoption: Focus on beliefs that affect whether they'd use your product

哪些信念和态度会影响他们的决策？

markdown

- **Beliefs & Attitudes:** [Beliefs/attitudes that impact decisions (e.g., "Skeptical of tools that require training," "Values data-driven decision making")]

质量检查：

与产品采用相关：聚焦于影响他们是否会使用你的产品的信念

Step 6: Validate and Iterate

步骤6：验证与迭代

Share with the team: Does this persona resonate? Do they recognize this person?
Identify gaps: What don't we know? (Add "[ASSUMPTION—VALIDATE]" tags where uncertain)
Plan research: Use the proto-persona to guide who to interview next
Evolve it: As you learn, update the proto-persona (or graduate it to a validated persona)

与团队共享：这个用户画像是否引起共鸣？他们是否能认出这个用户？
识别缺口：我们不知道什么？（在不确定的地方添加"[ASSUMPTION—VALIDATE]"标签）
规划研究：使用Proto-Persona指导下一步访谈的用户群体
持续演进：随着认知加深，更新Proto-Persona（或将其升级为已验证用户画像）

Examples

示例

See

examples/sample.md

for full proto-persona examples.

Mini example excerpt:

markdown

undefined

查看

examples/sample.md

获取完整的Proto-Persona示例。

迷你示例摘录：

markdown

undefined

Name

Manager Mike

Manager Mike

Quotes

"I spend more time in status meetings than actually building product."

---

"I spend more time in status meetings than actually building product."

---

Common Pitfalls

常见陷阱

Pitfall 1: Demographics Without Behavior

陷阱1：只有人口统计数据，没有行为信息

Symptom: "28 years old, lives in NYC, has a dog"

Consequence: Demographics don't explain why someone would use your product.

Fix: Add behavioral context: "Works remotely, active in 5 Slack communities, values async communication tools."

症状："28岁，居住在纽约，养了一只狗"

后果：人口统计数据无法解释用户为什么会使用你的产品。

解决方法：添加行为背景："远程办公，活跃于5个Slack社区，重视异步沟通工具。"

Pitfall 2: Treating Proto-Persona as Fact

陷阱2 将Proto-Persona视为事实

Symptom: "Manager Mike would never use feature X because he hates complexity"

Consequence: You're treating an assumption as validated research.

Fix: Add "[ASSUMPTION—VALIDATE]" tags and plan interviews to test hypotheses.

症状："Manager Mike绝不会使用功能X，因为他讨厌复杂的东西"

后果：你将假设当作了已验证的研究结果。

解决方法：添加"[ASSUMPTION—VALIDATE]"标签，并规划访谈来测试假设。

Pitfall 3: Creating 10 Proto-Personas

陷阱3：创建10个Proto-Persona

Symptom: Trying to model every possible user type upfront

Consequence: Analysis paralysis. Teams can't focus on a primary user.

Fix: Start with 1-2 proto-personas (primary + secondary). Add more as you validate and expand.

症状：试图预先建模所有可能的用户类型

后果：分析瘫痪。团队无法聚焦于核心用户。

解决方法：从1-2个Proto-Persona开始（核心+次要）。在验证和扩展后再添加更多。

Pitfall 4: Fabricating Quotes

陷阱4：编造语录

Symptom: Quotes that sound like marketing copy: "I love products that delight me!"

Consequence: Fake personas lead to fake empathy.

Fix: Use real quotes from interviews, support tickets, or sales calls. If you don't have quotes yet, note "[PLACEHOLDER—NEEDS RESEARCH]."

症状：语录听起来像营销文案："我喜欢能让我愉悦的产品！"

后果：虚假的用户画像会导致虚假的同理心。

解决方法：使用访谈、客服工单或销售电话中的真实语录。如果暂时没有语录，请注明"[PLACEHOLDER—NEEDS RESEARCH]"。

Pitfall 5: Never Validating

陷阱5：从不验证

Symptom: Proto-persona created 6 months ago, never updated

Consequence: You're designing for a hypothesis that may be wrong.

Fix: Plan research sprints to validate key assumptions. Evolve the proto-persona as you learn. Graduate it to a validated persona when confidence is high.

症状：Proto-Persona创建于6个月前，从未更新

后果：你正在为一个可能错误的假设进行设计。

解决方法：规划研究冲刺以验证关键假设。随着认知加深，演进Proto-Persona。当可信度足够高时，将其升级为已验证用户画像。

References

参考资料

Related Skills

External Frameworks

外部框架

Alan Cooper, The Inmates Are Running the Asylum (1998) — Origin of persona concept
Jeff Gothelf, Lean UX (2013) — Proto-personas as hypothesis-driven research tools
Indi Young, Mental Models (2008) — Behavior-driven persona development

Alan Cooper, The Inmates Are Running the Asylum (1998) — 用户画像概念的起源
Jeff Gothelf, Lean UX (2013) — 将Proto-Persona作为假设驱动的研究工具
Indi Young, Mental Models (2008) — 基于行为的用户画像开发

Dean's Work

Dean的成果

Proto-Persona Profile Prompt (inspired by Productside Product Manager's Playbook)

Proto-Persona Profile Prompt（灵感来自Productside产品经理手册）

Provenance

来源

Adapted from

prompts/proto-persona-profile.md

in the

https://github.com/deanpeters/product-manager-prompts

repo.

Skill type: Component Suggested filename:

proto-persona.md

Suggested placement:

/skills/components/

Dependencies: References

skills/jobs-to-be-done/SKILL.md

skills/problem-statement/SKILL.md

Used by:

skills/positioning-statement/SKILL.md

skills/user-story/SKILL.md

skills/problem-statement/SKILL.md

改编自

https://github.com/deanpeters/product-manager-prompts

仓库中的

prompts/proto-persona-profile.md

。

技能类型：组件 建议文件名：

proto-persona.md

建议存放位置：

/skills/components/

依赖项：参考

skills/jobs-to-be-done/SKILL.md

、

skills/problem-statement/SKILL.md

被引用者：

skills/positioning-statement/SKILL.md

、

skills/user-story/SKILL.md

、

skills/problem-statement/SKILL.md