Course Description

Special Training Data Storytelling with Personas

(English spoken) This 4 hour Persona workshop, facilitated by Christof Zürn of CREATIVE COMPANION, will guide you in understanding and using the concept of Personas in a Design Thinking context. Personas as a Design Thinking instrument inspire internal and external stakeholders to work on innovative and relevant products or services. During this workshop you will learn how to create and use Personas for your project or organization.


Creative Companion is specialized in facilitating companies in making brand minded and people centered decisions in the triad of business, people and technology.


If you want to innovate and create viable and relevant value propositions, you should start to ‘look with your customers eyes’. Companies have a growing number of data and research material from different sources that give detailed information about what a consumer thinks, does or wants. But teams need a simple instrument to make better, integrated and quicker decisions based on valuable data. Personas as a design thinking instrument inspire internal and external stakeholders to work on innovative and relevant products or services.


In this Persona workshop you will learn how to create Personas and use ‘data storytelling’ in your project or organization, specific topics will be:


  • What are Personas?
  • Why should we use them?
  • How many Personas do we need?
  • How can we translate data into stories?
  • How can we create Personas?
  • What Persona design and media works for us?
  • How to use Personas?

Personas can be used in many ways and on all levels of a company. Members from all parts of a company are welcome to join from management to sales, from research and marketing to communication and from design to development.


The workshop is divided in three sections:

Theory Personas
We start with definitions and examples, talk about reality, anti and aspirational personas. The question how many Personas do we need (segmentation) will be discussed.

Create Personas
The biggest part of the workshop we will work with the ‘Persona core poster’ and learn how to create Personas.
We invite you to bring print outs of your own research material and pictures and use them in the workshop.

Use Personas
At the end of the workshop we will talk about how we can use Personas in daily practice and do some tests on our creations.

We can also offer you a tailor-made coaching program designed around your specific team objectives to guide you through the DT process.

, please reach out to us for more information

Our main objective is to provide you with hands-on tools that you can use immediately the next day in your working environment.

Besides the training program you will be handed out a toolkit, certificate and access to the DT Academy Network virtual environment.

The end result is aimed at a transformation of the participants, knowledge of tools and methods, a deep understanding of the value of design, and professional & personal growth.


Ticket price is € 195,=* (Including drinks & snacks). Ask for special rates for group registration (starting 3 persons).