Persona development

Customer personas are fictional - but realistic - detailed portraits of key stakeholders and their online needs and behaviours. They are created using client knowledge and drawn from existing or new research.  The Persona forms a ‘living’ reference guide for a customer-centric approach and helps understand the context that drives them online and their online challenge, along with their user journey including search and trusted site behaviour.

 

Persona 2

  

Persona Development work will often form a part of an eSituation Analysis project or the starting point for User Centred Design.

 

Key questions the work aims to answer:

  • Who are the key stakeholders / audiences?
  • What are their key motivations and needs?
  • What are their specific motivations, needs and behaviours online?