What kind of cars do my customers typically drive?
How this helps you
Of course not all of your customers will look like your ideal persona, but it helps when you’re walking in the street to think of who would be a typical user of your product or service.
What is it?
A persona (plural: personae or personas), is a specific social role or a character representation of an individual. Personas are found in literature and music. But also in marketing and design they are used, to distinguish between customer types. Via user research you can retrieve data about your customers and turn this into personas based on specific characteristics. An example persona is: athletic male in his forties, married, no kids, double income, very handsome, works at a bank, enjoyes fishing
How does it relate?
It is key to know who your customers are. This is needed to make sure your solutions or products meet their expectations. If you have different target groups, it helps to categorize them, so you can define specific scenarios to target them effectively. Personas help you with this. They force you to go into details, thinking about the lives and backgrounds of your customers.
Based on the personas for each customer group, you can check what the requirements for your product or solution are. These requirements should be addressed in your future development cycles.
Your next Waypoint
Start creating a persona for your most important customer group. Think of describing looks, social status, experience, background and even the values and beliefs that this group shares. Based on this persona, what (new) requirements do you see for your product or solution?