Personas and User Experience

Apr 28, 2016

Using demographics as a way to connect with potential new customers is a great way to target your messaging. But as consumers are getting savvier, casting a widespread net is not always the most effective use of your marketing budget. This is where creating a persona for your company not only helps you refine your target, it enhances user experience to keep customers coming back for more.

A persona is defined as someone’s character that is presented to or perceived by others. When it comes to applying a persona to your business, it relates more to how consumers and customers relate to you and how you satisfy their particular needs.

Think of it this way. Let’s assume you need to buy a gift for someone you don’t know very well, and you have two different sets of information to inform your decision. The first set is demographics—you know the sex and age of the person, and you know where they work. The second set of data is their persona—they own two Labrador Retrievers, they like running, they enjoy fine dining experiences and tropical vacations.

Both sets of data give you good information, but obviously you’re going to be able to make a far better gift choice by looking at the person’s persona versus purely statistical information.

How do you relate that to your business? You’ll need to gather some information about your current customers to see what motivates them to use your services, what their expectations are of you as a provider, what concerns they may have, and what their role is in the purchasing process.

TechArk can help. We offer a full line of products and services that are designed to create the best user experience for your business, including Mobile App Development, Website Design & Marketing, Business Processes Consulting and User Interface (UI) Design and User Experience (UX) Design and Branding. Contact us and we’ll get started on creating your business-building persona.

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