Defining the Customer Persona

Problem

When we are communicating a message there is always the side that sends the message and the side that receives the message - we need to get to know the people who will be receiving our message so that we can cater our message to them.

We’ll cover:

What does a customer persona look like?

How do we create one?

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What is a Persona?

A persona should include:

Name the persona / type

Demographics

Worlds views / behaviour

Some Examples

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Some businesses have more than one persona.

And sometimes they will have diverse demographics / worldviews.

How to gather information to create personas

Ask your client to describe one or a few specific customers (especially the best customers that they have and that they want to have more of)

Go through each elements of the persona and discuss them thoroughly so that you can understand the customer needs, how you can reach they and what will convince them to buy more from your client’s products or services

Corroborate with testimonials or feedback surveys, if possible

Demographics

Location

Age

Gender

Income

Occupation

Religion

Education

Ethnicity

...

Worldview

What do they believe / care about / like?

Where do they hangout?

Why do they buy? What’s their motivation?

Examples: vegan, political affiliation, music tastes, views on money, tech early adopter

⚠️ Please be mindful when collecting this info, as depending on the context it might be inappropriate to ask about these elements.

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Summary

We want to have a clear, agreed upon person we are design for

We’ll organize our learning into a persona doc

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