What is a User Persona?
A user persona is a fictional character created upon research to represent a user type that might use a site, brand, or product in a similar way. It is a tool used mainly by user-centered design and marketing to understand users’ needs, behaviours and objectives.
Why is it important?
A user persona clarifies who is in your target audience. Understanding the behaviour of your users is essential to build a successful digital marketing strategy to efficiently identify and communicate users’ needs, provide information that aligns with how your customers think and feel and to create an effective unique selling proposition.
How Do You Define A User Persona?
A well-defined user persona contains four essential information:
– Demographic Profile
– End Goal(s)
Before diving into these four steps, conduct in-depth research to make sure your user persona precisely represents your audience or one of your clients’ groups. Collect a sufficient amount of qualitative and quantitative data and organize what you gathered into user persona groups that represent your ideal customers.
You can now turn all the user persona groups you defined into user persona. Let’s take a look at how at the steps needed to create one.
The header includes a fictional name, a profile image and a quote that summarizes what matters most to the persona as it relates to your product or service.
Demographic details are factual and based on the data we collected from our research.
The personal background includes details such as age, gender, ethnicity, education, persona group and family members.
The professional background includes details such as job occupation, income level and work experience.
The user environment represents the physical, social and technological context of the user.
Psychographics include details such as attitudes, interests, motivations and pain points.
The demographic profile adds an additional layer of realism to a user persona, boosting empathy when exploring user needs and goals.
It provides a sense of realism to a user persona, allowing you to empathize when exploring users’ needs and goals.
The end goal is what drives the user’s action. What is the user trying to achieve by using your product or service? What issue is the user attempting to solve?
A scenario is a real-life example that describes how the user would interact with our product or service in a specific context in order to achieve the end goal.
Filling out a user persona template allows you to have a visual representation of your ideal user “types”. You can easily create your own template on Xtensio, which is a creative collaboration platform to design documents.