Buyer personas give you a great starting point to understand who you are designing for. They are important contributors to many UX and design tasks and are useful at any stage of the project to ensure that every team member is focused on the user. Here is how you can leverage the hard work of building personas:
Create empathy
When designers create personas, they are making a lens through which users view the world. With these "glasses", it is possible to get a perspective very close to that of the user. From this perspective, when the designer makes decisions, he does so by internalizing the persona's goals, needs, and desires.
Focus
Buyer personas help us define who we are designing for and what we should not focus on. It is important to have a clear goal. For projects with multiple user types, a list of personas will help you prioritize which users are more important than others. In short, it makes it even more obvious that it’s impossible to design for everyone, or at least for everyone at the same time — or you risk designing for no one!
Communicate and build consensus within the team
More often than you think, designers chinese overseas america phone number data work in multidisciplinary teams with people who have different skills, knowledge, experience, and perspectives. Therefore, a “buyer persona document” helps communicate research findings to participants who can’t directly interview users. Creating a medium for shared knowledge keeps everyone on the team “on the same page.” When all members have the same understanding of the user, it’s easier to solidify team consensus on important issues.
Buyer personas can be a great substitute when the budget or available time doesn’t allow for an interactive process. Different implementations of a project can be “tested” by associating the persona with a scenario, just like when testing a new design on real people. If the person playing the persona can’t figure out how to use a feature or gets frustrated in the product flow, the user they represent is likely to be stuck too.
Do I really need to use one or more buyer personas?
To determine if a buyer persona is effective, UX designers must first take a step back and think about who they are designing for. Identifying a target audience for a designer may seem simple, but many designers don’t take the time to understand this aspect in depth.
The basic premise of user-centered design is that as user knowledge increases, the likelihood of creating an effective user experience increases. Buyer personas help prevent self-referential brand thinking, where a designer designs as if he is creating software just for himself, when in fact the audience is very different from him.
Proper use of buyer personas will lead to a better experience for your users/customers and for those who interact more with your business.
Do you have experience using buyer personas in your digital marketing strategy? Are there any elements of your buyer persona model that have been particularly helpful? I’d love to hear about your experience, or if you plan to adopt a buyer persona-based strategy. Write me down in the comments!
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