Persona case study
Designing for a large number of people is not easy. We have to consider all aspects of experiences with all contributors. Creating persona is a solution to provide all needed data for designers. In this article we will know more about creating a persona for your needed information.
What is a persona and why we need them?
A persona is virtual person that presented a whole group of customers that have similar preferences, frustrations, motivations and goals. In user experience design we need to identify our potential customers, research their behavior and create many persona profiles for targeting those groups of people. This will help us to have better results on designing for their expectations.
How to create a persona profile?
1 — Categorize target society
Each business has its own list of customers that can be categorized into groups and subgroups based on their similarities. As an example, if our business is in the food industry, we have producers and consumers, And Consumers can be housewives, athletes, employees, students and many other subgroups that if they have a lot in common we can present them in one persona profile. With this example we know how to break-down our potential customers.
2 — Generating persona layout
To have a deep understanding of our target society, we must research and observe their behaviors and interactions to create our needed persona layout for developing our research method. There are many default persona layouts in the market, but the smart designer will customize it according to his research.
In my example, I start to observe some of my potential customers to see their interactions with other competitors to identify my persona sections. I figured out my layout need these parts to make the person relatable:
- Name : to call the person
- Picture : shows the person that I’m describing
- Who am I : age/status / location/job/income/title
- Preferences : that indicate details about preferred actions
- Biography : a little backstory includes habits and a routine day
- Social communications
- Goals I wanna achieve : What do your user want to achieve long term and short term, and why?
- Pain points I wanna solve : what stands in the way of their goals and frustrates them?
3 — Creating personas
In this phase, we start to creating our persona that is representative of the group as a whole.
First, we need to conduct sampling or have interviews with our chosen participants. The aim of the questionnaire is to answer the mentioned sections in our persona layout.
Then, we compare the collected information to fill out the persona profile.
Remember that you have to create a separate profile for each target society.
Here I mentioned some example of a Chef persona:
* Martin is a chef, head in Twilight restaurant. He is well-known of his special recipes that made with fresh ingredients. He is looking for a solution to improve the health index of the customers. (Biography)
** My goal is to cook with the right portion to ensure maximum health. Besides, in this pandemic situation, I need a safe delivery for my foods. (Goal)
***I have limited time for masuaring and providing ingredients. (Pain point)
