What you'll learn
1. How to generate a compelling and holistic picture of your ideal customer
2. How to assess attributes of your customer that may affect the experience you provide them
3. How to become more inclusive and encompass people that represent the full range of human perspectives
4. How to provide business teams information they need to make decisions considering the needs, experiences, and goals of their diverse users
A customer persona, also commonly known as a buyer persona, is a partially fictional model that represents the main characteristics of a majority of your audience. Personas are built by collecting data from user feedback and research, as well as quantitative sources such as Google analytics.
If you don’t invest time into analyzing your customer, you risk making a product that they don’t want or need—wasting resources and efforts. When it comes to understanding your customer, more is more. To exceed their expectations and needs requires solid knowledge of their purchasing habits, decision making process and timeline, and information that they’re lacking.
One thing’s for certain, not all customers are the same. The challenge is appealing to a wide variety of personas while showcasing something about your organization that they can all relate to or understand.
Connecting with users requires you to uncover information about their unique attitudes, behaviors, characteristics, and desires. To get a complete view of your diverse user base, you’ll need to pull together enough qualitative stories that breathe life and context and make the persona feel real.
Opt for this template if you’re building a complete picture of your ideal customer or assessing customer attributes that may affect their buying behaviors.
Reach for this template to boost awareness of your persona, whether you’re:
- Redesigning your website
- Improving user experience
- Analyzing buying behavior
- Planning product development
- In need of insight on which project or initiative to prioritize
- Creating alignment across your organization
If following the Design Thinking Process, analyzing persona characteristics will occur early on, in the design stage. This should follow the empathize stage and before the ideate stage.
To get started, plan out the buying objective you’d like feedback about.
Competitive analysis with UserTesting
To stay ahead of the pack, brands often analyze the competition’s strengths and weaknesses to devise winning strategies. This guidebook provides ideas for how UserTesting can help you better understand your competitive differentiators as well as identify areas of opportunity.
Now that you know how to use this template to fit your needs, dive into the resources below to learn how teams across your organization can rely on human insight to create successful, customer-centric products and experiences.
Marketing teamsDrive growth with critical insights from real customers about your brand, products, advertising, promotions, and more.
Product and Design teamsCollect feedback on any experience, analyze results, and share findings while saving time and reducing the cost of rework.
Forrester: UserTesting delivers a 665% ROI over three years
A recent Total Economic Impact™ (TEI) Study, conducted by Forrester on behalf of UserTesting, illustrates how organizations using the UserTesting Human Insight Platform can realize $2.03M in value and 665% in ROI over a three-year period.