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