SHERPA Persona Creation Template

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This brief presentation defines how SHERPA creates personas for web projects.

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SHERPA Persona Creation Template

  1. 1. Who are we speaking to? CREATED BY:
  2. 2. Please answer these simple questions according to how much you agree with the statement. I knew pretty much about these products. Among my circle of friends, I was one of the “experts” on these products. Compared to most other people, I knew less about these products. BEATTY & TALPADE (1994) BRAND RESEARCH Product Category Knowledge When it comes to these products, I really did not know a lot. I did not feel very knowledgeable about these products. I had a lot of experiences with these products. I felt familiar with these products. I STRONGLY DISAGREE I DISAGREE I CAN’T DECIDE I AGREE I STRONGLY AGREE FLYNN & GOLDSMITH (1999)
  3. 3. Please answer these simple questions according to how much you agree with the statement. It is likely that BRAND PRODUCT CATEGORY offer good value for money. It is likely that BRAND PRODUCT CATEGORY would be technically advanced. I like BRAND PRODUCT CATEGORY. AAKER (1994) BRAND RESEARCH Brand Association I trust BRAND as a manufacturer of PRODUCT CATEGORY. I would feel proud to own a BRAND PRODUCT CATEGORY. I STRONGLY DISAGREE I DISAGREE I CAN’T DECIDE I AGREE I STRONGLY AGREE
  4. 4. Please answer these simple questions according to how much you agree with the statement. People ask me for information about prices for different types of products. I'm considered somewhat of an expert when it comes to knowing the prices of products. For many kinds of products, 1 would be better able than most people to tell someone where to shop to get the best buy. FEICK & PRICE (1987) BRAND RESEARCH Price Knowledge I like helping people by providing them with price information about many types of products. My friends think of me as a good source of price information. I STRONGLY DISAGREE I DISAGREE I CAN’T DECIDE I AGREE I STRONGLY AGREE I enjoy telling people how much they might expect to pay for different kinds of products.
  5. 5. Please answer these simple questions according to how much you agree with the statement. I would be interested in reading information about how the product is made. I would be interested in reading the Consumer Reports article about this product category. I have compared product characteristics among brands of this product. ZAICHKOWSKY (1985) BRAND RESEARCH Product Involvement I think there are a great deal of differences among brands of this product. I have a most preferred brand of this product. I STRONGLY DISAGREE I DISAGREE I CAN’T DECIDE I AGREE I STRONGLY AGREE
  6. 6. Please answer these simple questions according to how much you agree with the statement. This is exactly the price I would expect to pay. I deserve to pay this price. They base the prices on anticipated costs in the computer market. MAXWELL (2002) BRAND RESEARCH Perceived Price Fairness They provide a choice of PRODUCT CATEGORY prices based on cost of providing different levels of specifications. They base the prices on lower costs they expect to have after gaining experience in a new technology. I STRONGLY DISAGREE I DISAGREE I CAN’T DECIDE I AGREE I STRONGLY AGREE I really like this BRAND. This is a really good PRODUCT CATEGORY. This BRAND is honest.
  7. 7. Please answer these simple questions according to how much you agree with the statement. The likelihood of my purchasing this laptop is... My willingness to buy the laptop is... The probability that I would consider buying this laptop is... BRAND RESEARCH Perceived Price Fairness I STRONGLY DISAGREE I DISAGREE I CAN’T DECIDE I AGREE I STRONGLY AGREE Please finish the sentence above Please finish the sentence above Please finish the sentence above MAXWELL (2002)
  8. 8. Underline those words which describe you best Reserved, uncommunicative, cool, cautious, guarded, seems difficult to get to know, demanding of self, disciplined attitudes, formal speech, rational decision making, strict, impersonal, businesslike, disciplined about time, uses facts, formal dress, measured actions. Take charge attitude, directive, tends to use power, fast actions, risk taker, competitive, aggressive, strong opinions, excitable, takes social initiative, makes statements, loud voice, quick pace, expressive voice, firm handshake, clear idea of needs, initiator. Communicative, open, warm, approachable, friendly, fluid attitudes, informal speech, undisciplined about time, easy going with self, impulsive, informal dress, dramatic opinions, uses opinions, permissive, emotional decision making, seems easy to get to know, personal. Slow pace, flat voice, soft spoken, helper, unclear about what is needed, moderate opinions, calm, asks questions, tends to avoid use of power, indifferent handshake, deliberate actions, lets others take social initiative, risk avoider, quiet, go along attitude, supportive, cooperative. GROUP A GROUP B GROUP C GROUP D 6 3 2 5
  9. 9. ANALYTICAL Compare your total scores A is bigger than C by 4 points. A C B D D is bigger than B by 2 points. Now put your results on the grid below. DRIVER AMIABLE EXPRESSIVE Mark an X where lines extending from your two points meet. STEP 1 STEP 2
  10. 10. NAME John Scagliotti PERSONA TYPE Social Ninja AGE & LOCATION 24, Newark, NY TECHNICAL COMFORT High JOB TITLE Student HOUSEHOLD INCOME 10K US Dollars Student living with a flat mate. Enjoys following trends and trying new things. Wants to graduate as soon as possible.   - Graduating - Managing school and freelance work together - Having a white collar job - Living on her own - Being independent - Living in a nice house MARITAL STATUS Single CHILDREN None URBANICITY Urban 1 2 5 COMPUTER USAGE MACPC OTHER OPERATING SYSTEM 1 2 5 MOBILE USAGE 1 2 5 SOCIALLY ACTIVE 1 2 5 ONLINE SHOPPER 1 2 5 CONNECTED DEVICE USAGE ANALYTICAL AMIABLE DRIVER EXPRESSIVE BACKGROUND STORY DIGITAL COMMUNICATION BACKGROUND SOCIAL STYLEGOALS CHALLENGES - Doing house work - Lack of enough sleep - Not enough time for her friends or social activities - Classes are hard - Not enough income PERSONA TYPE Social Ninja APPROACH AWARENESS 1 2 5 PRODUCT AWARENESS 1 2 5 PRICE AWARENESS 1 2 5 BRAND AWARENESS Social Ninjas will be considered as the lead distributors of our messages with a virally engaging attitude.

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