Do you know your personas?
In a perfect world, personas are identified before design and marketing. By definition, a persona is a fictional person who represents a major user group for your target audience. The idea is to clearly know who you’re talking to so that you can deliver your message in a way that resonates with each persona.
The concept of understanding customer segments as communities with coherent identity was developed in 1993-4 by Angus Jenkinson   and internationally adopted by OgilvyOne with clients using the name CustomerPrints as “day-in-the-life archetype descriptions”.
The more information the merrier, however, here are a few things you want to know about each persona
- Age and education
- Socioeconomic class and socioeconomic desires
- Life or career goals, fears, hopes, and attitudes
- Reasons for using the product
- Needs and expectations of the product
- Intellectual and physical skills that can be applied to the product
- Personal biases about the product or product space
- Personas put a face on the customer. Some persona programs give people names so you can refer to them and see them in a physical representation. The agency Organic creates persona rooms where their people live so the project team can become fully immersed.
- Personas remove the tendency to think of yourself as the customer. You have to step back and this gives you the structure to do so.
- Act as a guide throughout the process of developing marketing communications programs, cross mediums (print, digital, outdoor, TV, etc.).
- Keeps designers, Copywriters, programmers on track and avoids waste by remaining focused on the customer.
- 1. Find the Users
- 2. Build a Hypothesis
- 3. Verifications
- 4. Finding Patterns
- 5. Construct Them
- 6. Define Situations
- 7. Validation and buy-in
- 8. Dissemination of knowledge
- 9. Creating Scenarios
- 10. On-going Development
Personas are said to be cognitively compelling because they put a personal human face on otherwise abstract data about customers. By thinking about the needs of a fictional persona, designers may be better able to infer what a real person might need. Such inference may assist with brainstorming, use case specification, and features definition.
Steps to Create Persona’s
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