Creating [buyer] personas is an essential part of a successful UX or customer experience design. After all, your persona is who all of your marketing should be aimed at. With that in mind, your buyer persona must be highly detailed and include as much information as possible. To begin, consider putting together a persona blueprint for your ideal customer. You can either create your own file structure or use a standard template. While there are numerous templates available online, you may receive one as part of the web design service you are paying for. Many people prefer using a standard template because it is much quicker and easier. However, others enjoy the freedom of having full control over the design. There is no right or wrong option.
Developing A Persona
So, what information should you include in your buyer persona? Start with the background and demographics of your ideal customer. Include the person’s goals, their hobbies and interests, challenges, common objectives, and their biggest fears. There should be about two to five bullet points for each section.
An example…
To give you an example, we have a travel company and a persona named “Lori”. She is a 23-year-old single professional who wants to book a holiday with her friends. Her background would include the fact that she is single and has no children. You should also mention her education, for example, she graduated from Manchester University in 2016. In addition, be sure to include her current job role, length of employment, annual income, and even the city she lives in.
After this, you should mention her goals. This could be anything from progressing in her career to falling in love. Next, move onto her hobbies and interests. For example, Lori may enjoy shopping on the weekend, going for lunch with her friends, watching Game of Thrones, reading Glamour magazine, and going swimming.
The next piece of information you should gather are her challenges, This should reference the domain of your company, for example, getting her friends to agree on a holiday destination. What are her objectives? Is she looking for an affordable summer holiday package? Or perhaps she wants a quick get-a-way destination regardless of the cost. There more information you gather will help you determine how to package your products and services. Finally, finish off with her biggest fears. , for instance, getting stuck in her role and not moving up the corporate ladder, or life passing her by too quickly without experiencing different things.
You then move onto your next persona, for example, Shelley, a 42-year-old part-time librarian who’s looking to book a family vacation. Follow the same process, outlining her background, demographics, hobbies, etc. Her persona will represent another area of your consumer base, based upon the research you gathered. You will find that her profile looks very different from that of Lori’s. For example, her biggest fear maybe not having enough money to send her children to university, or being lonely when they grow up. Her challenges with booking a holiday may be finding somewhere suitable for her young children. Her hobbies may be reading romance novels, cooking, gardening, watching Eastenders, and going on day-trips with her family.
Now that you have your different persona blueprints ready, you will be able to take them through the customer journey process one-by-one. You will have the capacity to understand their unique journeys, the challenges they face, their motivations, and their goals. This gives you much greater clarity regarding your website and any challenges users face. You can then use this to enhance your offering. You can use a site builder, either on your own or alongside a professional, in order to tweak the parts of the process that currently present hurdles for various personas.
There is no denying that creating personas is incredibly important when delivering value with the UX design of your website, app or any other digital product you are creating. However, once you have created the persona, you need to ensure it is documented in the correct manner so that you can use it effectively.
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