Personas are fictional characters, which you create based upon research in order to represent the different user types that might use service, product, site, or brand in a similar way. Creating personas will help to understand users’ needs, experiences, behaviors, and goals. Creating personas can help us to step out and help to recognize that different people have different needs and expectations, and it can also help to identify with the user designing. Personas make the design task at hand less complex, they guide ideation processes, and they can help to achieve the goal of creating a good user experience for the target user group.
Best-in-class organizations leverage personas for product innovation, they rely on persona information to create content and campaign strategies. Companies early in their utilization of personas commonly wonder what the most important types of personas are. Types of personas, based on where, during the innovation and go-to-market process, the relevant insights are best leveraged.
User personas for product design.
A persona is framed out of user research and includes the needs, goals and observed behavior patterns of the target audience. The motive is to bring all the design stakeholders on the same page with the users
Web personas for Web usability.
Web personas are developed by the Web team to understand the interaction and usability preferences of the target audience for the Web site and other Web properties associated with the offering or program.
Buyer personas for go-to-market strategy and messaging.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals.
Brand Persona for brands.
It helps establish a valuable connection between customers and the brand. Brand persona creates a real connection between your company and users.
Influencer personas for influencer relations.
Influencer personas are based on the type of influencer and the goals and the issues they face. Personas for influencers such as media and analysts are developed by the communications team to encourage sharing and increased brand awareness.
Sales personas for sales enablement.
Sales personas for both direct and indirect channels are developed by sales and marketing teams to understand seller needs, workflows and preferences. Persona definition feeds sales enablement strategy and planning.