License information

Images from <a href=""></a>

This template is licensed under the Creative Commons Attribution-Share Alike 4.0 Unported License.
To view a copy of this license, visit
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

Report abuse


Plot the umfelt of your clients, partners, customers or other stakeholders.


This canvas can help to quickly draft a schematic approach before further developing a persona. It could be useful to sketch what drives a persona and to which influences it will respond.

  1. Persona - Define a persona or character to represent target groups or client segments
  2. Business Field > Client side - Define the client umfelt (clients of the client, goals, rules/regulations, rough trends etc.)
  3. I the heart, in the mind - Define what drives, motivates, triggers or otherwise leads the persona to perceive information
  4. Business Field - Define to which stakeholders the persona will have relations. These can contain influences in the persona's decision process as well
  5. Done - Next step, plot the persona onto the Golden Circle Pitch Canvas to further develop the depth of the profile

Works well with

template featured smart English

Better understand your customers.

deck featured

Visualize your customers, create better products.


There are no languages other than this one attached to this template. Contact us if you want to help us to translate this into your language.


Plot the umfelt of your clients, partners, customers or other stakeholders.


Help us improve the impact and usability of this tool! What do you think of this template? Have you used it? Why? How? What worked well? What would you change? Join the discussion!

- Andras Fictoor

or to add feedback.