Persona

The personification of the target group

Personas are ideal-typical representatives of a target group. They enable customer-centric work by providing important points of reference for company departments such as marketing and product development. By illustrating certain customer types, it is therefore possible to adapt the offer to the real customer. But what is important when creating personas? And how can they best be integrated into corporate practice?

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1. PROJECT PREPARATION AND START
Project participants who already have information about the wishes and requirements of the customers in the planning and development phase can effectively include them in the work. In this way, any difficulties in use can be responded to in advance and the product can be tailored to meet user objectives.
2. PROJECT IMPLEMENTATION
Personas also help during the ongoing project to keep goals and developments in focus and to counteract problems.
3. ONGOING OPERATIONS
Personas also help with optimization during ongoing operations. For example, an order process can be checked to see if and when a particular persona cancels the purchase process. During the subsequent optimization, the question then arises as to which aspect (such as navigation) could have caused difficulties for the persona. In this way, potential for improvement can be quickly identified.
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