Hero's Wheel


Core idea : Hero's Wheel is a framework for designing user's behavior in relation to our product (in a wide sense)

Let's consider our user a hero

  • According to Campbell, every hero* follows a certain development path, or goes for a hero's journey

  • This hero's journey serves as a basis for the Hero's Wheel

“A hero is someone who has given his or her life to something bigger than oneself,” — Joseph Campbell

This framework can help:

  • to better understand our users with their pains & needs

  • to comprehend the gap between the existing solutions & the desired outcomes

  • to make our product a perfect fit for each segment of our users

This template is useful for:

  • designing a new product

  • developing a strategy for a company, product, communications

  • analyzing & segmenting audiences (users, customers, consumers)

How to work with the template:

  • The right-hand half of the wheel relates to the hero only, while the left-hand one focuses on the hero & their interaction with our product

  • The inner circle focuses on the hero themselves (user, customer) and their thoughts & feelings

  • The outer circle covers the environment & attributes around the hero

  • Each sections has a serial number — you go step by step filling in the template with details (check the guiding questions around the wheel) but can always come back & add new insights


  • Campbell, J. (1949). The Hero with a Thousand Faces. Pantheon Books, USA.

  • Erskine, R. G. (2011). Attachment, Relational-Needs, and Psychotherapeutic Presence. URL: ResearchGate

  • Make Sense, A system of scenario design


Ruslan Kildeev image
Ruslan Kildeev
Program Producer & Digital Host@resense360
Ruslan is an edtech producer, sustainability geek, visual thinker, and digital magician. He accompanies teams and organizations in growing their capacities and creating meaningful online gatherings.
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