In this presentation, I have explained what is a user persona and how to create the rightmost user persona. The different benefits of user persona have also been pointed out.

1. CREATING A CUSTOMER OR USER PERSONA
Knowing Your Target Audience Better

3. What is a User Persona?
The use of User Persona to know about a product/service target audience started long
back in 90s.
It developed out of the need to know why customers within a segment behaved
differently to the product/service offered.
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4. Lets explain with a simple case
A customer is a member of ‘Save the Wildlife Group’ and is a vociferous advocate for saving the
animals.
Now, if your store displays products which are made from animal skins or parts like ivory tablets,
Pashmina blankets and so on.
That customer is sure to turn away from your products and would also develop an angst against
the brand, thereby stopping any further purchases from the brand, of products which has
nothing to do with animals.
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5. What is a User Persona?
So, marketers these days tend to understand user persona before even making
an offering.
User persona are fictional characters based on the insights of the personality of
customers or users, drawn from their likes, dislikes, emotions, favorite activities
they undertake, age group, income and so on.
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6. That customer is sure to turn away from your products and would also develop
an angst against the brand, thereby stopping any further purchases from the
brand, of products which has nothing to do with animals.
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7. User Personas serve as the benchmark of UI/UX and Design Teams to create better
user experiences.
The User persona carries a fictional name and picture of the user accompanied by a
brief bio and other informational details.
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8. Example
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9. The Elements to include in User Persona
•Name, occupation, age , gender, family, professional details etc.
•Qualities of the individual like Ex- organized, protective, hardworking and so on
•Attitudes, beliefs and others
•Motivating and de-motivating factors
•A brief of what the person’s attitude would be towards the product/service being offered.
•A brief of how the service/product should be offered to gain acceptance based on users’ likes and dislikes
•Preferred device on which the user sees your website, frequency of online visits of the users
•And so on…
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10. Sources to research out information for drawing the User persona
•Analytics of users’ interaction with your website/product/services
•Traffic analysis
•Analytics of users’ most visited pages online
•Social Media platform tracking
•Survey questionnaires
•Live chat conversations
•Polls
•Meta data
•Service/product subscription information
•And so on…
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11. User Persona helps in …
•Customizing and drawing designs to get better user satisfaction
•Stop wastage of investment in generalized marketing
•Helps to make ad and marketing campaigns more focused, suitable to users’ tastes
•Helps in generating higher number of qualified leads per digital marketing campaign
•Increases dwell time and engagement
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12. THANK YOU