diff --git a/.cfignore b/.cfignore
index e69de29bb..c4b1508ec 100644
--- a/.cfignore
+++ b/.cfignore
@@ -0,0 +1,24 @@
+.git
+.github
+
+*.log
+log
+
+tmp
+
+storage
+
+public/assets
+.byebug_history
+
+config/master.key
+
+public/packs
+public/packs-test
+node_modules
+vendor/cache
+yarn-debug.log*
+.yarn-integrity
+app/docs/*
+
+.env
diff --git a/docs/images/personas/analyst.jpg b/docs/images/personas/analyst.jpg
new file mode 100644
index 000000000..baa4c22c4
Binary files /dev/null and b/docs/images/personas/analyst.jpg differ
diff --git a/docs/images/personas/data-collector.jpg b/docs/images/personas/data-collector.jpg
new file mode 100644
index 000000000..00826172e
Binary files /dev/null and b/docs/images/personas/data-collector.jpg differ
diff --git a/docs/images/personas/data-consumer.jpg b/docs/images/personas/data-consumer.jpg
new file mode 100644
index 000000000..5bc1d7d18
Binary files /dev/null and b/docs/images/personas/data-consumer.jpg differ
diff --git a/docs/images/personas/data-inputter.jpg b/docs/images/personas/data-inputter.jpg
new file mode 100644
index 000000000..b84b5d955
Binary files /dev/null and b/docs/images/personas/data-inputter.jpg differ
diff --git a/docs/images/personas/helpdesk.jpg b/docs/images/personas/helpdesk.jpg
new file mode 100644
index 000000000..f16aa4ba7
Binary files /dev/null and b/docs/images/personas/helpdesk.jpg differ
diff --git a/docs/images/personas/other-support-providers.jpg b/docs/images/personas/other-support-providers.jpg
new file mode 100644
index 000000000..591568fd4
Binary files /dev/null and b/docs/images/personas/other-support-providers.jpg differ
diff --git a/docs/images/personas/policy-maker.jpg b/docs/images/personas/policy-maker.jpg
new file mode 100644
index 000000000..f4bb63ca9
Binary files /dev/null and b/docs/images/personas/policy-maker.jpg differ
diff --git a/docs/images/personas/strategic-decision-maker.jpg b/docs/images/personas/strategic-decision-maker.jpg
new file mode 100644
index 000000000..74bd2bbe8
Binary files /dev/null and b/docs/images/personas/strategic-decision-maker.jpg differ
diff --git a/docs/images/personas/systems-expert.jpg b/docs/images/personas/systems-expert.jpg
new file mode 100644
index 000000000..ba889ddd9
Binary files /dev/null and b/docs/images/personas/systems-expert.jpg differ
diff --git a/docs/images/personas/team-manager.jpg b/docs/images/personas/team-manager.jpg
new file mode 100644
index 000000000..b27be750e
Binary files /dev/null and b/docs/images/personas/team-manager.jpg differ
diff --git a/docs/users.md b/docs/users.md
index a7816eb75..b4c303707 100644
--- a/docs/users.md
+++ b/docs/users.md
@@ -1,4 +1,4 @@
-# User roles
+# User roles as modelled in the system
 
 ## External users
 
@@ -13,3 +13,44 @@ Additionally there are Data Protection Officers (DPO), which for some organisati
 
 - Customer support (help desk) – can administrate all organisations
 - ADD statisticians – primary consumers of the data collected via CDS/DAP
+
+
+# Personas
+
+These personas reflect the research carried out to date (November 2021) on real world users of the service.
+
+## External personas from data providing organisations
+
+Data collector:
+![Data collector](images/personas/data-collector.jpg)
+
+Data inputter:
+![Data inputter](images/personas/data-inputter.jpg)
+
+Team manager:
+![Team manager](images/personas/team-manager.jpg)
+
+Systems expert:
+![Systems expert](images/personas/systems-expert.jpg)
+
+Strategic decision maker:
+![Strategic decision maker](images/personas/strategic-decision-maker.jpg)
+
+## Internal Personas
+
+Helpdesk:
+![Helpdesk](images/personas/helpdesk.jpg)
+
+Analyst/CORE team:
+![Helpdesk](images/personas/analyst.jpg)
+
+Policy maker:
+![Policy maker](images/personas/policy-maker.jpg)
+
+Additional support providers (training and technical maintenance):
+![Additional support providers](images/personas/other-support-providers.jpg)
+
+## External personas from governing body
+
+Data downloader/analyst (external to DLUHC):
+![Data consumer](images/personas/data-consumer.jpg)