T EMPLATE H OW TO CREATE USER PERSONA

T ABLE OF CONTENT What Are User Personas?...………………………………….…………. Slide 3 How Can You Use Personas? …………………………………………... Slide 4 How Do You Create Personas?..…………………..……………......…. Slide 5 Examples…………………………………………………………………... Slide 7

W HAT A RE U SER P ERSONAS ? User personas are fictional, generalized representations of your users. They help you understand your users better, and make it easier for you to tailor services to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on user surveys as well as on insights you gather from your actual services. Depending on your organization, you could have as few as one or two personas, or as many as 10. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)

H OW C AN Y OU U SE P ERSONAS ? At the most basic level, personas allow you to personalize or target your services for different segments of your audience. For example, instead of sending the same communications to everyone, you can segment by user persona and tailor your messaging according to what you know about those different personas. You can also use personas to set service levels, guide the choice of equipment, software and training.

H OW D O Y OU C REATE U SER P ERSONAS ? User personas are created through research, surveys, and interviews of your user population. Here are some practical methods for gathering the information you need to develop personas: –Interview users either in person or over the phone to discover what they like about your service. –Look through your user support database to uncover trends about how certain users consume your services. –Take into consideration your support team's feedback on the users they are interacting with most. (What types problems your support team work with? What generalizations can they make about the different types of users you serve best?)

H OW D O Y OU C REATE U SER P ERSONAS ? ALÏGN customers: You can create and manage your personas within the Contacts tool. Customers and non-customers alike: You can use the following 4- slide template to organize your persona data. First, we’ll walk you through an example, then we’ll leave you with some blank templates so you can get to it!

E XAMPLE : C INDY A DMIN Cindy Admin Middle-aged Low Name Age IT and Internet Use of software Using mobile apps Social network User experience goals Device and platform Anxiety tolerance Medium Low Simplicity #des7801 Low Sylvie Admin performs repetitive tasks, entering sales orders or interacting with customers. She is very proficient in a small subset of functionalities in select applications. She becomes quickly overwhelmed when trying to do something new. Skills Orientations Training preference Classroom

E XAMPLE : J OHN E NGINEER John Engineer Mid-thirties high Name Age IT and Internet Use of software Using mobile apps Social network User experience goals Device and platform Anxiety tolerance Medium High Medium Control #des8132 Low John Engineer spends a considerable amount of time tweaking his work environment, changing settings, and installing applications to make his work more productive. Comfortable with complex environments, he tends to support himself. Skills Orientations Training preference Self- directed

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