User Persona are representations of people who will engage with your product. While these Personas are hypothetical people, the information on the document should not be hypothetical. and should be Complete each section of the persona template based on fact, hard data and research.
In order to get the data you need, talk to consumers by sending them emails, giving them a call or running surveys and questionnaires to see how your customers use your product. Record what you learn during this research and use it to fill out the User Persona template. While this work takes effort, it’s necessary, because:
Fluff is dangerous. Internal team members, external investors, and consumers will cast aside Personas if sections strike as inauthentic — if a quote is a cliche or a picture is obviously a stock image.
At Fake Crow, the creative agency behind Xtensio, internal team members build User Personas for every client to align with our unique value proposition formulated when completing the Business Model Canvas Template. These documents guide all decision-making — from the text on a button to the colors on the logo. User Personas, when authentically completed, become go-to documents to ensure every choice resonates with target consumers.
Full Name (or Title)
Before deciding on a title, carefully consider the message it sends audiences and the information it conveys. If you name Personas with human names, make sure those viewing the documents don’t make generalizations based on names alone. For example, a user persona named “Claire” doesn’t mean all users in that category are female.
Using a title instead allows you to easily reference a group of users during discussions. If you do use titles, make sure they are specific enough. “The Aspiring Entrepreneur” is too general. Is she a student? An individual with a passion project?
Be sure to upload an image! By giving your persona a face, you’ll put a visual representation to reflect the descriptions used throughout the template. If you can, find a photo of a real consumer instead of a stock image.
Try to find an image of the persona in a space that further illustrates where your product fits into his/her life. For instance, an entrepreneur might be at his desk, a teacher in the classroom, or a designer might be in a studio.
Use a real quote or feedback you received from user interviews, surveys or questionnaires.
Choose one that captures the persona’s attitude towards your product or service. Why would he or she want to use your product or service? What solutions are they searching for? What aspect or feature of a product matters most to this persona?
This section shows insight into the Personas’ background, lifestyle, and behavioral practices. This section should reflect general user trends.
You can quickly find statistics on consumer demographics by using Google Analytics to collect information on the origin, age and marital status of users who are already visiting your site.
The “character” field is an excellent place to employ traditional user archetypes. Archetypes are widely understood identities that characterize an individual’s personality, motivations, and goals. Check out these 12 common archetypes to help form your definition of those using your product.
This demographic information is especially useful when creating multiple Personas. You can use this section – as well as things like engagement, adoption, or industry specific information – to segment your target audience into more easily managed groups.
What’s your user’s personality? Indication key personality characteristics to help give an overall image of who this user is.
This section of the persona was originally based off the Myers Briggs personality test. According to the Myers Briggs, there are 16 potential user personality types. We’ve integrated these questions into a series of sliding bar graphics. Our template integrates questions from the Myers Briggs personality test into a series of sliding bar graphics. If you’re not quite sure what the sliders mean, check out the Myers Briggs basics article to help identify and provide more information on each bar.
What are a few words that characterize your persona? Use this section to describe the persona based on what motivates them, what their top priorities are, their personality and their work ethic.
These adjectives should help differentiate this specific persona from other users or consumers.
Is your persona looking for a product that’s easy to use? Or are they looking for a service that helps them reach a particular goal. This section should define what your persona is looking for in a product or service.
Generally speaking, personas goals should be end goals, or rather what the persona wants to achieve by using your product or service. This may be something tangible such as a creative advertisement or a sleek web page. The end goal could also be more intangible such as increased productivity or greater security.
Types of goals to avoid or include on a case by case basis:
- Tasks. What specific tasks need to get done to accomplish their goals?
- Life goals. Goals such as “Retire by 50” or “Raise happy children” may not be useful if you’re designing a too broad or irrelevant if your objectives such as “Retire by age 45,” or “Have a happy marriage” may be too broad and or irrelevant if you were designing an e-commerce app or pet sitting website. However, these goals would work on a Persona created for a financial savings product or an app providing daily parenting tips.
- Experience goals. tell how personas want to feel when using a product. For example, feeling financially secure and learning something. Your personas don’t necessarily need to have experience goals, but they can be useful to include in some cases.
Use this section to define what prevents your persona from achieving his or her goals. This section is key when it comes to deciding what features and services to add to your product.
Add a short paragraph to describe the user journey. This should include their past leading up to this point, describing the different solutions they’ve tried and the frustrations they’ve felt with these alternatives. It’s also a good idea to highlight facts of the user’s personal and professional life that make this an ideal customer for your product. You can use the information listed across the template to create a story and add pertinent details that weren’t described elsewhere.
What motivates your persona to take action? Are they inspired by growth or stopped by fear? Achievement or power? Shift the ‘virtual percentages’ for each slider category to define where your user’s motivations stand.
Display the logos of your users’ favorite or most-used brands. These brands may already be your competitors, or maybe they’ll turn into your competitors after filling the persona out. To find these logos, check out Brands of the World. Then you can upload the image using the ‘insert image’ icon on your toolbar and resize the image to fit it into the section on our template. As an alternative, you can also list the company names rather than displaying their logos if you have a long list of brands that influence your persona.
This section should define how you plan on reaching your target audience. For instance, you likely won’t find your grandma on Twitter just like you probably won’t see your 12-year old niece reading The New York Times. Determine where your audience hangs out and the best ways to reach them, whether it be traditional forms of PR or online and social media efforts. From the research you did before creating your persona, you should have a good idea of what sort of channel your audience is primarily using. We picked four broad categories:
Traditional Ads: television, radio, print, billboards, etc.
Online & Social Media: banner ads, streaming video/audio ads, Facebook, LinkedIn, etc.
Referral: recommendations from friends and family, online reviews, influencer blogs, etc.
Guerrilla Efforts & PR: events, experiential marketing, out-of-home advertising, etc.
You don’t have to stick to these four broad categories — if they’re relevant to your customer, you can even list all the options.
Just like all of Xtensio’s template, all of the sections can be modified to fit your specific needs. Change the section label to better specify your personas. For example, if your product’s use is linked to a users’ education, remove ‘archetype’ and rename it ‘education.’ We’ve seen users modify upwards of 4 labels. You may even need to remove some of the sections.
You can also change the color scheme of your persona. Just select the 3-dot canvas menu at the top left of the persona, select ‘color scheme’ and choose from Xtensio’s 8 colors or enter your own ‘Hex#’ to better fit your brand’s color scheme.
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