What are personas?
Personas are fictional characters, that are used in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas helps to understand users’ needs, experiences, behaviors, and goals.
“What have been some of your experiences as you’ve both helped and seen companies use this mindset, shifting their approach?““In large organisations there’s already a ton of work done on this. The first thing we needed their teams to do was consolidate all their information and data (cleaning their room). Once a bunch of journeys are mapped out (relevant and irrelevant), what do we have left, that is the place to start? What is the end goal and framework we need to work in?”
How do personas help you to improve your CX?
Personas are a key part of designing better products or services. They help you to do the following:
- Create understanding and empathy for your customers. Personas are great empathy builders in your organization. They give a deep understanding of why customers do the things they do and what they expect from your organization. It is often easier to relate to a persona than to a list of requirements.
- Create a shared language for your teams. By centralizing your personas in one place, you help everyone in the organization agree on who your customers are. This creates a shared language for your teams to refer to your different customer types.
- Distinguish experiences for different customers in your journeys. You can add specific mood curves and insights for every persona that you add to a journey. This helps you to distinguish how different personas experience your journeys.
- Help you focus on needs. While you can add demographics or any other type of data to your personas, TheyDo focuses first and foremost on personas based on people’s needs, jobs, and motivations. In comparison to demographics, needs often do a much better job of explaining what people expect from your services or products. Plus, they’re also more inspiring when it comes to design.
As an example of why need-based personas are important, let’s consider two people; both are born in 1948, raised in the UK, live in a castle, and are wealthy and famous. Now, what if we told you that one is the Prince of Wales, and the other is Ozzy Osbourne? Demographically they are identical. But their needs are vastly different, and so are their expectations of the products and services they use. Focusing on needs helps you to differentiate your offering to these needs.
Jochem, CEO TheyDo, explains experience personas. Who is having what experience where?
Personas in the journey management workflow
Personas are often created in the first ‘problem discovery’ stage of the Journey management workflow. This is the phase where you sharpen your understanding of your customers and their experience, before you move on to improve it.
Ready to start working with personas?
When you’re ready, start building your own personas with the help of our guide.