How to Create a Customer Persona in 27 Minutes

Persona is term used to refer to a fictional character created to represent a group of individuals using your site, app and any other product or service. Personas are used in marketing as well as the UX Design. In this post, I will use the term customer persona. If you are not running an e-commerce site, you can safely replace customer with audience or user (i.e audience persona / user persona) and follow this post.

I will also be focusing on websites in this post. However, you can replace website with your app, product or services.

Why should I create a customer persona?

There are several benefits of creating a customer persona.

Knowing the expectations and limitations of your audience allows you to make more suitable decisions at early stages of your business.

These decisions can be to do with UX design, pricing of products and services, features included in your product and the tone of voice you will be using in your marketing copy.

It can also provide you a rough estimate of seemingly trivial but sometimes critical things like your audience’s political preferences, sense of humor and anything in between that will help you connect with your customer better.

I recommend creating a customer persona before you start with the design of your website but if you already have a website or a client base, you can use your client information and Google analytics data to help you with the process.

Creating your customer persona

mystery-customer

Things you need to know:

Personal Information

  1. Age
  2. Gender
  3. Location
  4. Marital Status

Career & Financial Information

  1. Job Title
  2. Salary
  3. Goals

Time Spent Online & Computer Skills

  1. Computer Literacy
  2. Frequently visited websites
  3. Blogs followed

More about Customer

  1. Passion
  2. Other traits
  3. Entertainment
  4. Favorite shows
  5. iOS or Android?
  6. Windows or Mac or PC?
  7. Other sources of information that may impact the decision making process

A gist of the customer’s life situation and mindset

A word on collecting demographics data:

Chances are, you already have a vague idea of who your ideal customer is going to be. However, if you do not know, you can get this information from Google Analytics.

Log into your Google Analytics account and it’s right there, under Audience > Demographics.

demographics data

If you don’t already have demographics enabled, you should do it right now as this data is valuable. Here’s an answer in Google’s help forum that shows you how you can enable analytics.

I do not believe in dealing in absolutes and if the customer’s demographic is not distinctly clear as above, I suggest creating multiple personas.

A fictitios example to illustrate the usefulness of Customer Personas

I will create a profile of a fictitious product aimed at Tech loving geeks.

Product – The Bin Ejector

Pitch

Never worry about having to put your bins out again. Bin Ejector puts your bins outside automatically on a schedule. Just add the days of your bin collection and bin ejector will take care of the rest. Be a responsible partner for life by purchasing this product.

Customer Persona – Gavin, ‘the Geek’

Gavin is an above average computer geek. He spends a lot of time in front of his devices and contributes his bit to push mankind towards the next step of evolution. That is, CVS proof bigger eyes, a neural system that indexes better and a larger memory. Nevertheless, let’s take a look at Gavin’s profile to understand him better:

customer persona gavinPersonal Information

Age: 28
Gender: Male
Location: Perth
Marital Status: Married

Career & Financial Information

Job Title: System Administrator
Salary: $60k/yr
Goals: Increasing staff productivity, spending more time with family

Time Spent Online & Computer Skills

Computer Literacy: Ninja level
Amount of time spent online: More than 8 hours
Time spent online: Browsing Reddit, Google+, imgur, LolCats and Youtube
Blogs followed: HackerNews, Mashable, TechCrunch

More about Gavin

Passion: Collecting the coolest gadgets, automating any task that takes more than 5 minutes
Other traits: Short attention span, forgetful, gets distracted easily, uses sarcasm frequently
Entertainment: ‘Netflix and Chill’, playing minecraft, League of Legends, Fallout 4
Favorite Shows: Game of Thrones, Vikings
iOS or Android? Android
Preferred Desktop OS: Windows
Sources of information: Reddit Q&A, A national forum comprised of people with seemingly endless amount of wisdom and advice.

A gist of Gavin’s life:

Gavin is the IT go to guy not just for the office staff, but also for his friends and family. He does not mind his job. Gavin is a great guy but due to his forgetfulness, he often forgets daily chores like putting out the bins.

As you can see, Gavin’s persona gives you a much clearer picture of your ideal customer’s lifestyle. This allows you to make decisions like where to advertise and what tone to use in your copy.

Was this article helpful? Share the persona you created in the comments section below.

Speak Your Mind

*