Understanding who your target users are, what they need, and the way they make decisions is critical to building a product they’ll be attracted to, use, and buy.
Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you to understand your users’ needs, experiences, behaviors, and goals.
As opposed to designing products, services, and solutions based upon the preferences of the design or other internal team, focusing on your customers' needs in a human-centered design process helps make sure you're building something your customers will actually use.
Through our years of experience, we've found Personas to be a very useful tool for understanding your customers and keeping the team aligned on the people they are building products for.
We’ve taken it a step further. Here’s why…
We thought we understood our customers until we went through this process. Now we have a clear idea of who our customers are, what they need, and how they make decisions. It’s game-changing.Stacey James - Director of Sales, MP Cloud Technologies
Overview meeting with your team to outline what you’re building, what you already know about your customers and your target market, and your goals for the project.
This is a critical first step to ensure we talk to the right people and ask the right questions so we can deliver the insights you need to succeed.
We research your customers through one-on-one interviews and surveys to learn about their needs and wants, and how they make buying decisions related to your product or service.
We seek to understand their psychographic behavior and the positive outcomes they seek from using a product or service like yours.
We take all the notes from the interviews and create Personas based on what we heard.
The Actors and Roles framework helped our entire team see our customers the same way and understand the “why” behind our product decisions. It’s been tremendously helpful.Marcus Solomon - SVP of Digital Products, Federated Holdings