The first step in the process uses a framework we call the Empathy Venn (EV) to guide a person or team in gaining perspective on a problem they need to solve. The EV is made up of three circles, each representing one of three “Cs”: company, consumers, context.

Through talking with and observing users, you can gather a list of goals, attitudes, and behaviors that can become potential ways of segmenting your audience and thus defining personas.