Personas
Build a shared view of your target audience between engineering, design and product teams. Showcase various type of personalities; how they live, what they do, how they think and what they want so you can build experiences that appeals to all.
Persona is a strategic business tool to become a customer centric organization. They help everyone think from a customer perspective rather than personal opinions and beliefs. Three to four personas can easily reflect data collected from researching hundreds of users in an easy to understand format.
Build Empathy
Creators of any experience can get closer to their audience and almost begin to take themselves out of the equation and put themselves in their shoes. This mind shift helps creates a value-based experiences. Products and services now connect with users at a deeper level making experiences feel intuitive and become sticky.
Achieve Alignment
Often a disconnect between developers, designers and business about who the audience is and what they want consumes too much time. A persona is a baseline artifact about the target audience and can bring everyone back to the same page quickly.
Logically Prioritize
When higher value customer needs are met earlier, the business automatically benefits. Doing cost-benefit analysis becomes easier and takes some guessing risk out. While qualitative insights are often hard to value, they will become a consideration for prioritizing features, processes, functions, etc., which are needed to make an experience compelling.
Create User-Centered Culture
Framing ideas as something a persona would need eliminates personal opinions. Ideas then become less abstract and an innovative culture begins to evolve.
Return in KPIs when products are redesigned using a persona
Increase in web traffic after persona based SEO
Increase in customer engagement after a content redesign based on persona
Increase in top-of-funnel inquiries after a persona based campaign
Persona creation process
Demographic mapping
Create a list of research participant selection criteria that is diverse and inclusive across all incomes, backgrounds, ages, geographies, race, ethnicities, etc.
Planning and prepping
Recruit participants using a screener and schedule interviews for research. Create discussion guides and align on research objectives with the key stakeholders.
Interviewing and Survey
Gather qualitative and quantitative insights using mixed-method research by talking with participants and groups.
Synthesis
Based on emerging patterns we will generate 3-5 personas that reflect the collective behaviors, attitudes, pain-points and desires of everyone researched.
Our design-thinking experts build personas that are an endless source of inspiration
Employee personas
We have interviewed employees across insurance, tech, manufacturing and finance industries and know how to approach different work cultures.
Product Personas
Whether targeting Gen-Z, or Baby Boomers, we have a sense of their perspective on digital technologies. We can help you dig deeper to build habit changing or forming products.
Marketing Personas
More and more personas are exhibiting thin patience when qualifying a website for their use. We can help create personas that reach their heart and make them engage.
Persona creation tools
Miro
Survey Monkey
MS PowerPoint
Zoom
