How-to: Pick a user of your product/service and create a personality in the “who” section in the middle of the map. Then start by identifying their unique pains, problems, needs and frustrations. List these under the pains and frustrations section, before moving onto the goals and aspirations section. For the specific user, identify the goals, demands and success criteria in regards to your product/service. This tool can be repeated with as many different personas as you wish until you are happy you have considered the problems from different perspectives.
Purpose: The user persona map is useful to reframe the problem from different viewpoints. Your business will have many different users, each with their own frustrations and needs. By mapping these for different user segments, the tool forces you to think about the problem from different angles and again helps to identify some of the most important issues.