For example, if they know their persona obsessively manages their email inbox, they would prioritize a feature to let users control what notifications their email app sends them. They use personas to inform their design decisions. User personas are used by design teams, either product design or UX (user experience) design. You wouldn’t want your marketing team designing messaging to reach one person while the product team builds for someone else. But while the use cases are different, the hypothetical customer behind the persona should be the same. buyer personasĭifferent teams or functional roles at a company will use a persona for specific reasons. By giving your hypothetical customer a name and a story, you can imagine yourself in their shoes. It’s hard to identify the specific goals of an entire group of people, like your target audience. The purpose of creating personas is to make better decisions for your business by more thoroughly understanding the customer or end user. For example, Emma would be 34, not “31–45” or “mid 30s.” However, the most important part of a persona typically isn’t their demographics it’s their goals and pain points as they relate to your product. In fact, it’s the perfect person for your business to serve: someone who has the exact pain points your product solves, the goals that your product or service helps achieve, and sensibilities that align and connect with your brand.Ī persona is typically defined as a single, nameable person, for example, “Our persona’s name is Emma.” They have specific characteristics instead of ranges. What is a persona?Ī persona is a fictional, generalized character that your business would typically serve, created to target users or customers. Personas are a powerful tool for making decisions about your product or your marketing. You need to understand their values, pain points, goals, and make them feel like your business was made just for them. When it comes to making informed decisions about your product and marketing plan, to win your customers’ hearts you may need something more concrete than a broad target audience. They are used primarily for high-level decision-making around your business’s market size and brand goals. But target audiences are deliberately abstract. This audience is typically defined by demographics-age, gender, ethnic background-and psychographics, such as their interests, hobbies, and budgets. Every business has a target audience-the group of people they best serve.
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