Creating Personas

Personas are an important aspect of User Experience Design (UX).  A persona is a representation of the target audience narrowed down to make sure design decisions meet the needs, goals and pain points for that audience. They will help you better understand your intended customer and have a user-centric approach to developing your product, marketing and business strategies.

See the Personas

Identifying Personas

Depending on the scope of the project and the diversity of your users, you may only need one persona to represent them, or several. By identifying a fictional character who uses your product or service, you can develop a deeper understanding of their needs and how best to serve them.

Black man researching personas

Personas can guide the decision making process for all teams in your business:

  • Product developers use them to create product roadmaps
  • Marketers use them to focus SEO keyword research and promotional initiatives
  • Sales representatives use them to prepare for sales related interactions with customers
  • Customer support specialists use them to identify patterns and pro-actively solve customer frustrations and product pain points

The most useful buyer personas reflect market research and insights gathered from user research – for instance, surveys, interviews, diary studies, A/B testing, and more. They can help your team empathize with customers and better meet your customer needs and can be consulted whenever teams need guidance for product development or marketing strategies.

The Personas

Tariq Turner
Creative Director
Background

Current position - Creative Director at a digital marketing agency

Experience - 3 years at current position and 5 years as Lead Designer.

Education - BA in Graphic Arts from University of Washington

Demographics

Age - 29

Pronouns - He/Him

Income - $105-115k

Location - City center

Intuitive
Empathic
Introvert
Analytical
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Olomara McAlister
Web Designer
Background

Current occupation - Web Designer at a global agency

Experience - 5 years as a Lead Designer

Education - BS Computer Science from San Diego State University

Demographics

Age - 26

Pronouns - They/Them

Income - $95-110k

Location - Urban

Analytical
Introvert
Cautious
Intuitive
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Will Bowles
Product Manager
Background

Current position - Product Manager at Amazon

Experience - 10 years as a product and marketing manager at Fortune 500 eCommerce brands.

Education - BS in Marketing University of Texas, San Antonio. MBA University of Texas.

Demographics

Age - 35

Pronouns - He/Him

Income - $120-125k

Location - Suburban

Energetic
Extrovert
Spontaneous
Focused
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Sabrina Davis
Marketing Director
Background

Current position - Marketing Director at Microsoft

Experience - 8 years leading marketing teams in various departments at Microsoft.

Education - BA in Marketing from University of Alabama.

Demographics

Age - 32

Pronouns - She/Her

Income - $135-150k

Location - Suburban

Extrovert
Spontaneous
Analytical
Focused
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