Mindsets are a powerful tool. Like personas, they can be used to help stakeholders visualize and empathize with your user, as well as to map users’ experiences and identify pain points.

Mindset Segmentations are broad enough to identify behavioural tendencies without prescribing personas with a name, age, gender or any other fixed demographic. Rather, the audience is split into four archetypes which are based on contrasting emotional needs and wants.