Nothing can work better in creating a solution than understanding the entity it is created for or targeted at. The traditional way of finding “someone” that needs a solution is pivoted on categorizing customer segments based on demographics is passé. All we do is end up solving the problem for some generic flora and flora. The discovery exercise should be undertaken with a purpose of achieving that higher level of knowledge about customer’s daily life. And that is what Persona is all about.
Persona goes a few levels deeper to the point wherein, the human behind the ‘user’ comes forth. The idea of creating a persona is to create a credible and realistic representation of a customer segment – the segment formed by common characteristics of what they expect to accomplish through the product/service. Personas are fictional representation of real life characters but they are created based on real data, real problem and real target segment. These personas are based on intense research, both qualitative and quantitative. And that’s why they are believable and relatable. Persona creation is part of human-centric approach for creation of innovative solutions and draws deeply from Design Thinking. It is imperative that a product or a service should have a minimum number of personas for breadth of focus on what the user needs, wants and the limitations.
The benefits of creating personas are immense. They are invaluable for design and user experience creation. They help the creator of a product or a service to have a human face in front of them while creating memorable experiences.
We have come across innumerable ways in which personas can be depicted. Their layouts may be different, but the core elements bring out a common set of elements that give a human face to a persona. Here is an example of a persona for e-commerce portal user (as a buyer):
- Profile: It represents the demographic, psychographic and geographic details of the user.
- Personality: Characterization of personality based on certain indicators (e.g.MBTI types).
- Aspirations: What are the users’ expectations and priorities when they interact with the product/service or about the goal pursued.
- Frustrations: This represents what a product or service should not do. This actionable area is what the user doesn’t expect or what frustrates him/her.
- Short Bio: This is a short description of the persona which sometimes refers to personality traits.
- Motivations: What turns on the user and what doesn’t is something that is captured and represented here. This is what a product or a service should strive to achieve.
- Brand Preferences: This represents brands and product that influence his/her relation with the ecosystem.
- Referents & Influences: This represents the persona’s relationship with a specific brand and the product and how he/she is influenced.
Once we have built the depth and breadth of knowledge around the persona, we are ready to embark on a journey of discovering (through iterations) what works and what wows. This is the starting point of putting together an innovation story based on a real-life persona.