Category:User experience -> UX strategy -> User research -> Personas
Personas
As you set out to create fictional personas to support your user research, keep these important points in mind.
In a business-to-business context, where only a few products or services are on offer, persona groups shrink to the “role” level.
- Influencer
- Decider
- Buyer
- User
- Gatekeeper
Persona psycho/demographic information
- Name
- Age
- Company size
- Vertical segment
- Location
- Education
- Family life
- Work life
- Personality traits
- Responsibility (e.g., gatekeeper)
- Role in buying process (e.g., influencer; decider)
- Drivers (e.g., revenue; cost savings; personal success)
- Business need (e.g., performance improvements; ease of use)
- Concerns (e.g., conversion, ease of use)
Buying stage questions
For commercial websites, it’s important to remember that there is a general hierarchy of buying stages and different goals for each stage:
- Early—no awareness of a problem (make aware of problem)
- Mid-early—awareness of some problem (educate why problem should be fixed)
- Late-early—inspired to solve a problem (provide solutions)
- Mid—awareness of solution set (demonstrate expertise)
- Mid-late—understand solution needs (demonstrate differentiation)
- Late—product selection (provide validation)
Determining specific goals for each buying stage makes it easier to map the content for each persona (for each stage).
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