Personas are perfect tools for bringing empathy to the drawing board. Personas work best when validated thru multiple insight sources radiating from who the company is targeting — towards the actual users that evolves over time.
Personas must reflect, as much as possible, a profile of a real person. Identify the following:
Where to base our personas?
- Organizational Vision
- Customer Service Metrics
- Promos / PR Audience
- Marketing Framework
- Own Research
If the vision is about inclusivity and empowerment, who are the people covered?
Customer Service Metrics
- What are our customers’ immediate problems?
- What’s currently broken and needs to be fixed?
- Which features are most useful?
- Where are the drop-offs?
Promos / PR Audience
Where do we spend money on promos and or campaigns? Support those efforts in targeting those personas.
Customer Journey and Funnels
If you think we are forming a new persona, do research and validate it. The exploration of a new persona, on the other hand, could be brought up to an earlier starting point with cross-team collaboration.