Personas and the design process How to gain actionable insight from your customers
Sep 17, 2014
Personas and the design process
How to gain actionable insight from your customers
What is a Persona?
• A model of key user attributes, goals, influencers and behaviors distilled from observing real people
• Presented as a vivid, narrative description of a single “person” who represents a customer segment
• Used to guide the design of products, channels and messaging
Personas is a data driven technique
Personas is a data driven technique
Personas is a data driven technique
Why create and use personas?
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4
5 Simplify design decisions
Correct misconceptions about users
Improve sales and marketing efforts
2 Prioritize requirements towards most valuable clients
3 Support unmet customer needs
Personas is not segmentation
6 Align stakeholders behind a shared understanding of the customer
Gaining experience-based differentiation
Include scenarios of use
Example: lens manufacturer home
Home after Personas project
What did Personas change for this Company?
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5 Prioritize design decisions
Firm discovered their most valuable clients (active lifestyle)
In depth knowledge about active lifestyle clients
2 User need oriented communication vs Catalog
3 User need oriented communication vs MK offers
Important to confirm with metrics
6 Experience-Based Differentiation (EBD) as a competitive advantage