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Personas (Purpose (step out of yourself and put yourself in the shoes of…
Personas
Objective
- symbolic of key user groups
- profiles of typical or atypical (extreme) users
- creation & design of all user types that make up the product target users/ buyers
- 1–2-page descriptions
- include details about the user’s education, skills, lifestyle, interests, values, goals, needs, limitations, desires, attitudes & patterns of behavior
- with few fictional personal details to make the persona a realistic character
How different from Segmentation?
- data are collected with the focus on the problem area that the given project embraces
- Marketers may use personas together with market segmentation, where qualitative personas are constructed to be representative of specific segments
Purpose
- step out of yourself and put yourself in the shoes of these archetypal users
- consider brand buyers & users' needs, desires, experiences, goals & limitations
- provide common behaviors, outlooks & potential objections of people matching a given persona
- understand patterns that synthesizes the types of people you seek to design for
- ask the right questions & answer those questions in line with the users you are designing for
- “How would Jessica experience, react & behave in relation to feature X or change Y within the given context?”
- “What do Peter think, feel, do & say?”
- “What are Joe underlying needs we are trying to fulfill?”
- guide decisions about a service, product or interaction space such as features, interactions & visual design of a website
- imagine & visualize the end users' design preferences & needs
Source
- created based upon your research
- fictitious users are constructed from different types of field data
- Personas can originate/ synthesized from data collected from a combination of surveys, observations & user interviews with users
What?
- also called user persona, customer persona, buyer persona, model characters or composite characters
- imaginary representation for user categories
- fictional characters, you create in order to represent different user types that use your service, product, site, or brand in a similar way
Data-driven personas - (Quantitative personas)
- because personas are fictional, they have no clear relationship to real customer data and therefore cannot be considered scientific
- Data-driven personas, such as clustering, are claimed to address the shortcomings of qualitative persona generation
- Personas do not describe real people, but you compose your personas based on real data collected from multiple individuals
- Personas add the human touch to what would largely remain cold facts in your research
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