Persona characteristics

A customer persona, also commonly known as a buyer persona, is a partially fictional model that represents the main characteristics of a majority of your audience. Personas are built by collecting data from user feedback and research, as well as data analytics.

If you don’t invest time into analyzing your customer, you risk making a product that they don’t want or need—wasting resources and efforts. When it comes to understanding your customer, more is more. To exceed their expectations and needs requires solid knowledge of their purchasing habits, decision making process and timeline, and information that they’re lacking.

One thing’s for certain, not all customers are the same. The challenge is appealing to a wide variety of personas while showcasing something about your organization that they can all relate to or understand.

Connecting with users requires you to uncover information about their unique attitudes, behaviors, characteristics, and desires. To get a complete view of your diverse user base, you’ll need to pull together enough qualitative stories that breathe life and context and make the persona feel real.

Opt for this template if you’re building a complete picture of your ideal customer or assessing customer attributes that may affect their buying behaviors.

Reach for this template to boost awareness of your persona, whether you’re:

  - Redesigning your website

  - Improving user experience

  - Analyzing buying behavior

  - Planning product development

  - In need of insight on which project or initiative to prioritize

  - Creating alignment across your organization

If following the Design Thinking Process, analyzing persona characteristics will occur early on, in the design stage. This should follow the empathize stage and before the ideate stage.

To get started, plan out the buying objective you’d like feedback about.