A Persona represents a group of your customers that share the same mindset. They walk through life sharing beliefs, attitudes and behavior. Personas help you to empathise with your customers on a human level.
In TheyDo, customer journeys are showing how one of your personas completes a specific objective. Without a persona, there is no journey.
Create a new Persona
To create a new persona:
- Click Personas.
- Click New persona.
Elements of a Persona
Customer Personas in TheyDo are made using the following elements
- Profile image – Using an image of a real person helps to relate to your persona best. Illustrations work too. For high quality Royalty Free image sourcing, checkout www.unsplash.com
- Cover image – Visually show the context your persona is in when using your product or service.
- Name – Once you give your customer a name, it becomes easy to start seeing things using their perspective. A little trick is to use the same first character for the name and the Tag (see below) of customer. For example: Marco for a marketeer, or Peter for a parent.
- Tag – Describing the type of customer, so you can group Personas together. Some examples: marketeer, millennial, parent, traveler.
- Description – Writing a bio or short description of the life of your persona helps to paint a lively picture of his or her mindset.
- Quote – Usually when you talk to a few customers, there's always this quote that sticks. If you didn't talk to customer yet, use something that they could say and when someone else reads it thinks: "ahh, I get how she thinks"
- Needs – list of the needs your persona has.
- Jobs to do – what are the specific tasks or 'jobs' this persona is looking to complete? The Jobs to Do framework is a method develop bij Clay Christensen (check out this 5 minute video on how it works)
- Interests – list the interests your persona has.
- Brands – list the different brands or products your Persona frequently buys
- Personality Traits – a Range of how the basic 5 heritable traits define the personality type of a persona. Topped off with intelligence as a 6th variable.
Other things to consider when creating a Persona
A common mistake is to think a Persona represents a specific segment of your data. While this can be true, the truth is often more nuanced. While data explains what actually happened, Persona profiles explain why it might have happened. Those are not the same things.
Once you get a good grip of how your customers think and do, it helps to review your persona every now and then and update the facts and descriptions with new information.