Behavioral-based Personas
Personas are archetypes that describe the various goals and observed behavior patterns among potential users and customers. A persona encapsulates and explains the most critical behavioral data in a way that designers and stakeholders can understand, remember and relate to.
Personas inform design and development decisions before any work is started. They illustrate the unique wants, needs, pain points and goals of users in a visually meaningful way. They can be shared with others unfamiliar with the goals of the project and ensure future design decisions do not conflict with them.
Basic Behavioral-based personas
All of my personas are based on observed behaviors. These are not fabricated, marketing personas based solely on statistics. They are derived from a spectra-mapping exercise that includes multiple behavior variables discovered during contextual inquiries. I map users against each spectra and then hunt for clusters. Those users that cluster around multiple spectra ranges become a persona
Personas can include:
- Summary
- Goals
- Preferences and habits
- Wants and needs
- Pain points
- Quotes
- Mini sentiment map
Presentation-ready personas
Just like journey maps, it is often difficult to convey large amounts of data in a presentation, so I created personas that span across multiple slides.
Micro-personas
Sometimes clients just want simple flashcards for their designers and developers, or something they can speak to quickly, so I can create a summary version of each persona with the bare-minimum, must-have facts.
We can work together to determine which variables and content buckets work best for you and your team and build an effective, memorable set of personas.
