Personas – Creating Effective Value Propositions

August 23, 2011

For the right job, in the right situation there’s nothing more powerful than getting the client to come to grips with a persona they don’t know or understand well. We know that personas can help organizations have the conversations they need to have. Over the last few years working with technology products in particular we’ve seen this first hand. The engineers who are designing products and services sometimes don’t know or  understand how people really live, what conditions they live in, what work they do, what stress and painpoints exist in their lives. We believe Personas help in creating effective value propositions for a representative user group by understanding them in depth.

What’s a Persona: a description of a representative user.  Personas tell us who the user is, what they wish to do with your products or service, why they buy and use – what their motivations and drivers are, how your product/service fits into the context of their lives.

Examples of Personas we have co-created with our participants and clients in the last year. Categories we studied ranged from tech products, mobile phones, wikipedia, naturals based personal care product ranges.  You will notice that some of the personas are “kaccha” (unfinished) and deliberately so.  And in some cases, we’ve brught in a designer to help us create an impactful visual representation of the persona.

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