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Personas
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The persona method helps to create a good and tailored user experience for one's target audience(s) by creating fictional characters that represent user segments.
The iterative innovation process can be divided into four phases: Discovery, Ideation, Validation and Scaling. The persona method belongs to the discovery phase and supports the definition of the target group.
This method helps to get a better understanding of the needs, experiences, behaviours and goals of one's users.
Wie funktioniert diese Methode?
Personas are created based on data-driven research and make qualitative and quantitative user data tangible. They combine this user data into fictional characters with a user profile that represents different user segments that use your product or service. These personas help you and your team engage with your customer segments and create a shared understanding of the user segments you are developing your solution for. This helps you communicate about the user segments, but also allows you to put yourself in the shoes of the user as you can better understand their behavior, personality, etc. By putting yourself in the shoes of these fictional characters, you can make better decisions regarding the customer experience.
Schritt-für-Schritt Anleitung
Aggregate qualitative and quantitative data about your users. This includes usage data from your product as well as data from user interviews, user shadowing, or other ethnographic methods of data collection. If necessary, supplement this with publicly available demographic data about your target audience.
Segment your user groups using a logical separator that divides your audience into distinct user segments that are as similar as possible. Segregation criteria can be age, gender, buying behaviour, etc.
Now use the Persona Canvas and fill out the profile of your user segments based on your data. Each user segment results in a persona. Use the profiling process to discuss your understanding of the user segment. Focus on the data base. If you don't have data for some profile areas, make assumptions here.
Make your persona tangible by giving it a name. This will help you communicate about your user group. Typically, this combines the first letter of the name and the job title, such as Maria the manager or Bernd the accountant.Make sure that each persona represents a selected user group and be distinctive. A good persona feels like a real person for whom you have a good understanding and whose needs and desires you can infer. Use the completed persona to empathize with your users and make user-centric decisions. However, don't forget that personas never reflect the full reality and explicitly pigeonhole users for abstraction.
Methoden Canvas
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