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Create awesome personas to build awesome products

01-Sep-2020 09:54:00 Innovation Product Owner Lean Agile
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Discover the benefits of persona creation, download our Radtac Persona template and review our simple user guide to using personas.

 

A persona is an adaptable tool that can assist teams to gain greater insight into customer needs and motivations whilst validating design ideas and product market fit. They work really well in product development as they are quick to create and offer a great level of alignment for teams. In fact at Radtac we have developed a template that will allow you to create a persona with ease, helping your teams gain greater customer insight to ensure they are building the right-thing as well as the thing-right. At Radtac we are both method and framework non biased which is why we can see the value of persona creation regardless of whether you are adopting methods of Design Thinking or Agile ways of working. 

 

Disclaimer

Let’s set this straight, the creation of personas should not replace user experience testing with REAL customers. It’s simply an effective way to bring teams closer to the customer as they develop and test design ideas and working products. 

 

Now we often get asked when to make use of a persona and the simple answer to this is continuously. As with every ethnographic tool that assists you to gain greater insight into the needs and motivations of current or potential customers, you must continuously test and validate your design ideas and working products. Customer trends and behaviours change frequently so a product that is well aligned to a specific customer segment can rapidly become obsolete and fail to have product market fit. Whilst you build awesome products, make personas visible to ensure that you constantly focus on the desirability factor. 

 

There are some great benefits of using personas.

  • Users’ needs become a common point of focus for the team and drive customer centric products
  • A small set of personas can represent needs of many users
  • They are quick to develop
  • Are used to help make design decisions 
  • They can  be used as an input to prioritisation of backlogs.
  • Can help quickly validate the need of a product for your persona using MVPs and prototyping.

 

Get started with Personas by downloading the Radtac Persona Template today

 

Making use of the Radtac Persona Template

 

How to guide - Here’s a simple guide to making use of this adaptable tool.

 

TITLE & PICTURE

First of all it is great to give your persona a name and a face.  The name should be something believable, that you will remember this persona by. We like to give our personas a short nickname so that they can be quickly referred to in a conversation when refining user stories or designing a prototype. 

 

Draw a picture or upload a photo to breath life into your persona. This is a sure way to gain a level of empathy with your end users as you walk through a customer experience.

 

BACKGROUND & DEMOGRAPHIC

The persona should then be embellished with relevant information and the deeper you dive the more insightful your persona will become. You should include things like their occupation, demographic, skills and lifestyle. Try and keep this brief so it is easily consumable.

 

PERSONAL GOALS

We all have our own personal goals and aspirations. Make it clear what your persona wishes to achieve and what motivates them. This will also ensure that you focus on customer outcomes rather than feature capabilities.

 

PERSONAL CHALLENGES

Within this section highlight the challenges the persona may have both physical and circumstantial. For example this might include financial difficulties as well as any disabilities and impairments. This will provide a product development team the opportunity to test the useability and accessibility of specific features as well as quash any assumptions you have made about the suitability of a product when targeting a specific user group

 

PRODUCT FIT

An adaptive tool needs an adaptive approach so this section is optional depending on the situation. If for example you are simply pulling together a persona to gain greater customer insight over a specific customer segment/ demographic early in a discovery phase how can you test whether your product aligns to customer needs? It doesn’t exist yet! Nonetheless always make sure that personas are based on real market research.

 

Ok so you wish to validate a design idea or test your assumptions that the product you are building is still aligned to customer needs? Then this section is a great place to document the needs this product fulfills as well as the pain relievers and gain creators. 

 

This persona template can be combined with a variety of visual tools that will allow you to delve even deeper into the customer experience, assisting you to gain a greater level of empathy and supporting you to turn customer pain points into levers for change. Tools such as customer Journey mapping, the value proposition canvas from Strategize and Empathy mapping from Xplane blend perfectly with personas. Outputs from using these tools will also provide you with the detail required for the PRODUCT FIT section within the template.

 

Make sure to create a variety of personas to fully test the value your products deliver. Variety is the spice of life and in an ever changing world you need options and the ability to pivot. So strap up your desirability laces and set sail to design and build some awesome customer driven products and services:)

 

Find out more about how you can use personas at our scheduled live-online Certified Scrum Product Owner® classes.

Or if you want to delve a little deep we can run our User Story Writing class just for your organisation, at your site, or live online.

Interest in other visualisation techniques then attend our scheduled live-online Visual Thinking Skills classes.

 

Author

Stuart Young

Stuart Young

Stuart is a professional Business Visualiser with extensive experience and a deep-rooted appreciation for methods of Design Thinking and Agile Ways of working. By combining both creative and analytical skills Stuart contributes to team strategic visioning workshops, planning sessions and retrospectives by offering captivating visuals that crystallise ideas and learning. Stuart facilitates a suite of Design Thinking, Visual Thinking and Agile ways of working workshops to encourage teams to work more visually, making the intangible tangible, catalysing customer centric creativity and driving product innovation. Stuart joined Radtac in 2015 where he continues to assist individuals, teams and organisations with an array of Innovation and visualisation services. Read more