Personas are models that represent key customer segments based on observed attributes, goals, behaviors, and influences. They are presented as vivid narratives of fictional individuals to guide product, channel, and messaging design. Creating personas helps simplify decisions, correct misconceptions, improve marketing and sales, prioritize requirements for most valuable clients, support unmet customer needs, and align stakeholders with a shared understanding of customers. For one lens manufacturer, personas led to prioritizing design for their most valuable active lifestyle customers, shifting from a catalog to user need-oriented communication, and establishing experience-based differentiation as a competitive advantage.
6. Why create and use personas? 1 4 5 Simplify design decisions Correct misconceptions about users Improve sales and marketing efforts 2 Prioritize requirements towards most valuable clients 3 Support unmet customer needs Personas is not segmentation 6 Align stakeholders behind a shared understanding of the customer
11. What did Personas change for this Company? 1 4 5 Prioritize design decisions Firm discovered their most valuable clients (active lifestyle) In depth knowledge about active lifestyle clients 2 User need oriented communication vs Catalog 3 User need oriented communication vs MK offers Important to confirm with metrics 6 Experience-Based Differentiation (EBD) as a competitive advantage
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