Your Mobile App & The User Persona You Should Have.pdf

Your Mobile App
& The User Persona
You Should Have
2023 The ultimate how-to guide
By Anadea BA experts

The
For a person who would like to make
a great app without spending
money on unnecessary features.
By Anadea BA experts
how-to
guide
ultimate

Table of contents
Definitions used in this material
Did you know?
Part 1. Mobile app development: How it begins
Part 2. How to choose features for your mobile app
Part 3. Best practices for creating user personas
Part 4. Enough theory — here’s a real story
What if the persona is not defined?
Expectation / Reality moment
Establishing the feature set
Highlights from Part 2
Research
Defining the Purpose
Persona creation
Mission
Research
Analysis
Visual component
More than persona cards
Is one persona enough? How many is?
Common mistakes when creating a user persona
05
06
07
12
17
26
An even Smarter Reminder
Before & After
03

Table of contents
Part 5. How knowing their user personas helped
our customer
Part 6. How to start working with our BA team
Want expert BAs to lead your app idea to excellence?
Prioritize software development
Set aside saving development time&cost
Create targeted ad campaigns
Define the right monetization models
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Definitions used in this material
05
User Persona
(Buyer Persona)
Minimum Viable
Product (MVP)
Business Analysis
Business Analyst
(BA)
Discovery Phase
A fictional representation of an ideal app user based on
research and data from your target audience — their age,
gender, occupation, hobbies, etc. This image of an ideal
user gives you a better understanding of who they are,
what their goals and pain points are, and how they
behave when using your app.
A version of an app with functionality just enough for
early customers to solve their problem. It comprises only
vital app features and is cheaper to develop compared to
a full-fledged application. It also helps test the demand
for an idea, save money and development resources, and
minimize risks.
Business analysis is the practice of identifying and
defining business problems, opportunities, and
objectives, and developing solutions to address them. It
involves gathering and analyzing information, identifying
stakeholder needs, and developing and implementing
effective strategies and solutions to meet business goals.
A professional specializing in Business Analysis who
applies Business Analysis best practices to optimize
business performance, reduce costs, and identify a
market opportunity. On IT projects, Business Analysts are
mainly involved in the Discovery phase which precedes
software development.
The process of researching, collecting, and analyzing
information on the project before the start of
development that takes from 3 to 8 weeks. What clients
get from the discovery phase is an understanding of what
the product will look like and a clear, established, and
prioritized work scope.

Did you know?
06
Companies that use personas in their
marketing strategies can see a 2-5x
increase in their conversion rates.
72% of respondents stated that they
have created personas for their
business.
Hubspot Cintell
Businesses that use personas in their
marketing efforts are 2.3 times more
likely to exceed their revenue goals
than companies that don't use
personas.
Companies that use personas in their
sales and marketing processes have a
73% higher customer retention rate
and a 56% increase in customer
lifetime value compared to those that
don't use personas.
68% of companies believe that
personas have a significant impact on
their overall success.
63% of companies that use personas in
their content marketing are able to
create more targeted content, while
61% are able to create content that
resonates better with their target
audience.
Customer Think
Aberdeen Group
UserTesting
Content Marketing Institute
These are some pretty numbers, aren’t they? What if we say you can achieve results as
impressive granted by Business Analysis?
Diving deeper into this material we prepared along with Business Analysts will allow you to:
So buckle up, here we go…
get a better understanding of the Business Analyst job;
learn about best practices and common mistakes of defining a user persona;
find out about methods for feature prioritization and cost optimization used by Business
Analysts;
follow a step-by-step process of defining user personas for a real case from our
practice. Believe us, this is going to be an exciting read!

07
Part 1
Mobile app development: How it
begins
Perhaps you came here from Google or a
business directory, or perhaps the ad led you
right to the Anadea website. If by a happy
coincidence, you bear an idea of developing
an application and monetizing it, you might
leave us a contact request. After a short
while, a rep gets back to you and… the
development begins!
common mistake for businesses to believe
that their app or product is for everyone or
that the right user finds it anyway.
Attempting to create a product that appeals
to all is a recipe for failure.
This leads us to a simple conclusion:
The more you try to appeal to a broad
audience, the less focused your product
becomes, diluting its unique value
proposition and making it less attractive to
anyone.
That’s when the term User Persona comes
into play. No development is going on until
the right Persona is found.
Well, not really. We wish it was this way, but
things are often more complicated and need
the involvement of specialists other than
programmers. Before the actual development
starts, Business Analysts do their share of the
work. Why?
You love and cherish your idea but this
doesn’t mean everyone else will. It is a
A sole app idea is never enough.
Trying to satisfy everyone means
satisfying no one!

What if the persona is not defined?
If you start a without researching your user persona, the worst-case scenario is that you may
not have a clear understanding of your target audience's needs, preferences, and behavior.
This can lead to several negative outcomes, such as:
Creating the wrong product
Failing to attract customers
Important note!
Wasting resources
Poor marketing and messaging
If you do not have a clear
understanding of your target audience,
you may end up creating a product or
service that does not solve their
problems or meet their needs. This can
result in a product that is not appealing
to the market, leading to low sales and
revenue.
Without understanding your target
audience, you may not be able to
create products or services that meet
their needs. As a result, your startup
may fail to attract customers, leading
to low sales and revenue.
Starting a startup without researching
your user persona can lead to the
misallocation of resources. This can
result in spending time and money on
the wrong initiatives, which can hurt
your startup's growth and
profitability.
Starting a startup without researching
your user persona can lead to the
misallocation of resources. This can
result in spending time and money on
the wrong initiatives, which can hurt
your startup's growth and profitability.
Without understanding your target
audience, you may not be able to
create effective marketing messages
that resonate with them. This can lead
to poor marketing and messaging,
which can make it challenging to
attract customers and differentiate
your startup from competitors
08

Is one persona enough? How many is?
The short answer is that
It might be a bit like having a party with just
one guest — it's not much fun and you're
going to miss out on a lot of potential
excitement (insights, in our case).
Of course, you don't want to go overboard
with too many personas. Too much data is
difficult to structure and identify patterns in.
Find the sweet spot between enough
personas to get a good understanding of
your audience and not so many that you
can't keep track of them all.
And we’d still lie if we say that a user persona
solves all the problems! Not only one should
have it developed, one should have it
developed correctly. Luckily, everything is
provisioned for here as well.
Instead, you'll want to create three to five
personas to represent different segments of
your target audience. Think of them as the
life of the party, each bringing their own
unique perspectives, needs, and goals to the
table.
09
С
reating just one persona is not
recommended

Common mistakes when creating a user persona
Making assumptions
Using irrelevant data
Not validating with research
Generalizing too much
Focusing on demographics only
Ignoring changes
One of the biggest mistakes is
assuming you know everything about
your target audience without actually
conducting research. This can lead to
inaccurate assumptions about their
behaviors and needs.
Collecting data that is not relevant to
your personas can lead to inaccurate
or incomplete personas. It's important
to gather data that is specific to the
behaviors and needs of your target
audience.
Creating personas without validating
them with research can lead to
inaccurate assumptions and ineffective
strategies. It's important to use real
data to validate your personas.
Creating personas that are too broad
or general can make them less useful.
It's important to create personas that
are specific and represent a realistic
segment of your audience.
While demographics are important,
they don't provide a complete picture
of your audience. It's important to also
understand their psychographics,
behaviors, and goals.
User personas should be updated
regularly to reflect changes in your
audience. Ignoring these changes can
lead to outdated and ineffective
personas.
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The process of programming an app, if you go with a company like Anadea, won’t start
immediately after you leave a request. Before developers write a line of code, Business
Analysts need to do their job, namely, help you define a user persona for your product.
A clear idea of the app’s ideal user is an absolute must-have. There can’t be an app
everyone will enjoy.
One user persona is not enough, because it won’t help provision for all possible user
journeys. Three to five personas is an optimal number.
Ignoring user personas results in failing to attract users to the app, poor marketing, and
simply wasting time and money.
Not only should a user persona be defined; it should be defined without making such
mistakes as making assumptions, generalizations, using irrelevant data, etc.

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Part 2
How to choose features for your
mobile app
The mobile app market is highly competitive, and time to market can be a critical factor in
success. The faster an app is launched, the sooner it can start attracting users and
generating revenue. However, mobile app development can be a complex and time-
consuming process, and trying to include too many features can result in lengthy
development cycles that delay the app's launch.
Nice-to-have features, on the other
hand, are like the cherry on top — they
are additional functionalities that
enhance the user experience but aren't
crucial for the app to fulfill its primary
purpose. These features make the app
more fun and enjoyable to use, but they
aren't necessary for basic functionality.
For instance, social sharing, push
notifications, in-app messaging, and
personalized recommendations are all
examples of nice-to-have features.
Must-have features are like the
backbone of the app — they are
essential functionalities that the app
needs to fulfill its primary purpose and
provide users with a satisfactory
experience. Without them, the app
would be useless and unproductive. For
example, you need to be able to log in,
search for content, access account
information, and make purchases to use
an app.
At this point, it is important to distinguish
between must-have and nice-to-have features.

Therefore, at first, it is essential to
focus on the core features that are
most important to the target audience
and deliver them as soon as possible.
This approach is known as the
Minimum Viable Product (MVP), which
is the smallest set of features that
delivers value to the user. By launching
an MVP, developers can quickly get
feedback from users and use that
feedback to iterate and improve the
app over time.
You can wrap up the whole point of
developing an MVP as the fewer
features an app has, the faster it can
be developed and launched. This
approach is particularly important in
industries with rapidly changing
technology or customer needs, where
getting to market quickly is critical.
Additionally, focusing on the core
features can help reduce the cost of
development, making it easier to invest
in other areas such as marketing or
user acquisition.
While nice-to-have features can
add value and boost user
engagement, it's important to
prioritize must-have features
during development. This
ensures that the app is functional
and meets the user's basic needs.
Once the must-have features are
in place, nice-to-have features
can be added to enhance the
overall user experience.
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And here goes a “BUT.” You can’t know how
users welcome your app’s “killer feature.” It is
important to listen to feedback from users
and analyze data to determine which are
working and which are not. If the “killer
feature” is not resonating with users, there is
no point in investing more time and
resources in it.
For example, a food delivery app may start
with an MVP that includes only basic features
such as menu browsing, ordering, and
payment processing. As the app gains
traction, it can then add additional ones such
as loyalty programs, personalized
recommendations, or integration with other
platforms. By starting with a lean MVP, they
can launch quickly and gather feedback from
users to guide the development of additional
features.
The above conclusions which are now axioms in the world of app development were not
invented out of thin air. They are based on the experience of thousands and thousands
custom developed applications and as many successful and unsuccessful launches. And
it wouldn’t be so without the meticulous work of Business Analysts.
Expectation / Reality moment
14

Establishing the feature set
So what techniques do Business Analysts use and what do they take into account to make
sure the app is fast to market and valuable to the user? How to choose features once and
for all so there is no need to do it again? Here are a few things that help them.
User research
MVP approach
Competitor analysis
Business objectives
Agile development methodologies
Technical feasibility
Business analysts conduct user
research to understand the needs and
pain points of the target audience. This
information helps them prioritize
features that meet users' needs and
provide the most value.
Business analysts use the Minimum
Viable Product (MVP) approach to
prioritize features that are essential to
the app's core functionality. This
approach helps to reduce
development time and cost while
delivering an app that meets users'
basic needs.
Business analysts analyze the features
of competing apps to identify
opportunities to differentiate the app
and provide unique value to users.
Business analysts consider the overall
goals of the app and the organization.
They prioritize features that align with
business objectives, such as increasing
revenue or improving customer
satisfaction.
Business analysts use Agile
methodologies, such as Scrum, to
prioritize features based on their
importance to the project's goals and
their estimated development time and
cost. They work with the development
team to continually refine and adjust
the feature prioritization based on the
progress of the project.
Business analysts work closely with the
development team to understand the
technical feasibility of different
features. They prioritize features that
can be developed within the
constraints of the project timeline and
budget.
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There are must-have features and nice-to-have ones. Must-haves compose the core of
the app and allow completing the target action. Only once the must-have features are in
place, nice-to-have features can be added.
The faster the MVP is launched, the faster you can say whether users love it and start
earning.
To establish the set of features to be developed, Business Analysts use such techniques
as user research, competitor analysis, setting business objectives, etc.
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Part 3
Best practices for creating user
personas
The problem with most suggestions
and pipelines on how to define and
analyze the user persona is, most
advice you can find online is only
suitable in cases you already have a
working app or at least a minimum
viable product, which is rarely the case
in our practice as a custom software
development company.
Although it’s absolutely normal and common
to keep developing a user persona through
the entire process of app development,
constantly shaping and refining it, who
doesn’t want to know their user in advance to
avoid disappointment and disappointing
others?
What we research and
what for
How we analyze and
what we stress during
the research
How we make our
findings exhaustively
clear with visual means
In this section, we break down the process of
analyzing not user personas per se but
factors that can affect the results of the
process of defining them.
Below you’ll find parts dedicated to:
Research Analysis Visual component

Research
This step involves conducting extensive
research on the target audience, including
demographics, behaviors, and preferences.
Information about users' motivations, pain
points, and goals should be considered as
well. For this, we apply a range of research
methods, such as surveys, interviews, and
observation.
During the research process, we stress the
importance of getting to know the app’s
users on a personal level. This means taking
the time to understand users' unique needs
and experiences, emphasizing the
importance of gathering data from a diverse
group of users to ensure that their personas
are inclusive and representative of their
entire user base.
How do we make it happen, more specifically,
how do we know where to find those
people? There are common approaches to
finding people to survey about your app to
make a user persona, and these approaches
do not suggest our customers have an app
already. Here are a few takes:
Social media
Social media In-person events
Online communities Customer lists
Social media platforms
such as Facebook,
Twitter, and LinkedIn
can be great resources
for finding potential
users to survey. You can
create a post or ad that
targets your desired
audience and asks them
to participate in your
survey.
Social media platforms such as
Facebook, Twitter, and LinkedIn can be
great resources for finding potential
users to survey. You can create a post
or ad that targets your desired
audience and asks them to participate
in your survey.
If your app targets a specific
geographic area, you can attend local
events or meetups to find potential
users to survey. You can also set up a
booth or table at these events to gather
feedback in person.
There are many online
communities and
forums related to
different topics and
interests. You can
search for relevant
communities and post a
survey link asking for
feedback from their
members.
If you have an existing
customer base, you can
reach out to them and
ask for their feedback.
You can send out an
email with a survey link
or use a survey tool that
integrates with your
customer management
system.
18

Thus, when creating user personas, we always
consider the needs and behaviors of the
target audience for every particular app.
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Note
The target audience for any given app
can vary depending on the app’s
specific features and functionality. For
example, a fitness app that focuses on
yoga may target a different audience
than a fitness app that focuses on
weightlifting. Same with travel apps: the
target audience may include people of
all ages and backgrounds, but may
specifically target those who are
interested in adventure travel, luxury
travel, or family travel — and there you
have completely different audiences!
Analysis
According to a study by Think with Google,
53% of mobile users abandon an app if it
takes longer than three seconds to load. This
highlights the importance of analyzing user
behavior and identifying pain points to
ensure that your app is optimized for the
best user experience.
How? Once we have collected all the
necessary data, we begin the process of
meticulously analyzing it. Our business
analysts look for patterns and insights that
can help them better understand the users'
needs and behaviors. This analysis involves
identifying common goals, pain points, and
behaviors among users.

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What tips and techniques help us get the most out of the Analysis step?
Looking into competitor apps
Using social media listening tools
Conducting user testing
Analyzing search engine data
Considering cultural and regional
differences
Using visual aids
One key suggestion for where to derive
insights is to look into apps from the
industry you’re about to get into. Any
app store has its leaders in every
sphere, be it education, productivity,
fitness or travel, and each has reviews.
From this point on, one can proceed to
analyze as many of them as possible to
get a comprehensive picture of what
user love and have about them.
Social media listening tools can help
you monitor social media platforms for
mentions of your industry, competitors,
and potential users. This can help you
understand audience sentiment, pain
points, and needs, and identify
potential users to target with your app.
Once you've developed a prototype of
your app, you can conduct user testing
to gather feedback and insights from
real users. This can help you identify
usability issues and make
improvements to your app based on
user feedback.
Search engine data can provide
valuable insights into the keywords and
search terms that potential users are
using to find information about your
industry or competitors. This can help
you optimize your app for search
engines and improve its visibility to
potential users.
Depending on the nature of your app
and target audience, it may be
important to consider cultural and
regional differences. For example, users
in different regions may have different
preferences for app features, or may
use different devices or platforms to
access your app.
Creating visual aids such as charts,
graphs, and diagrams can help you
analyze and present data in a clear and
concise manner. This can be
particularly useful when presenting
your findings to stakeholders or team
members. For example, you may create
a chart that shows the most popular
types of workouts on other fitness
apps or a graph that illustrates user
engagement rates on your app. We are
going to elaborate on taking the most
of graphic data further on.

Visual component
One key aspect of Anadea's approach to
creating user personas is a focus on creating
great visual forms. We use visual aids such as
infographics, charts, and diagrams to convey
complex information about personas in a
clear and easy-to-understand way. By
presenting findings in visually appealing ways,
we make it easier to understand them and
empathize with considered personas.
Miro is a digital whiteboarding and
collaboration tool that provides a
versatile set of features to create,
iterate, and share user personas with
the team. Here are some of the key
features:
In the process of creating user personas
described further, our BAs used Miro.
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Templates
Mind maps
Integrations
Collaborative features
Sticky notes
Miro offers pre-built templates for
creating user personas. These
templates provide a starting point for
defining user personas, which can be
customized according to your needs.
Miro also offers mind mapping tools
that can be used to visually organize
and connect ideas related to user
personas. You can use mind maps to
identify common patterns or themes
among different personas.
Miro integrates with other tools such as
Trello, Slack, and Google Drive, making
it easy to incorporate user personas
into your workflow and share them with
your team.
Miro allows multiple team members to
work on the same board
simultaneously, making it easy to
collaborate on user personas. You can
also invite stakeholders or users to
contribute their insights and feedback.
Miro provides digital sticky notes that can be used to capture and organize information
about user personas. You can use different colors to categorize your notes and add
details such as demographic information, pain points, goals, and behaviors.

Below are the closest alternatives to Miro that can well serve the task of visualizing the
process of creating a user persona:
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A popular diagramming tool that allows you to
create flowcharts, mind maps, and other types of
diagrams. It also has a variety of templates to help
you get started.
A web-based diagramming tool that allows you to
create flowcharts, floor plans, and other types of
diagrams. It also integrates with Google Drive and
Atlassian Confluence.
A collaborative diagramming tool that allows you to
create flowcharts, mind maps, and other types of
diagrams. It has a variety of templates and shapes,
and also allows you to import and export diagrams
in various formats.
A free online diagramming tool that allows you to
create flowcharts, network diagrams, and other
types of diagrams. It integrates with Google Drive
and Dropbox, and also allows you to save your
diagrams in various formats.
(formerly known as Draw.io)
diagrams.net

Usually, when the topic of using visualization tools is brought up, people associate them with
so-called "persona cards." You can find numerous templates of those online. A persona card is
essentially a one-page summary of a user persona that includes a photo, key demographic
information, and a brief description of their goals and pain points. It also includes a section on
the user's behaviors and preferences, as well as their needs and motivations.
23

We at Anadea take the extra mile and use
Miro to the fullest. Everything about the
process of creating personas — goal-setting,
research, analysis, and conclusions — is
subject to visualization. Colorful stickers and
movable cards have proved to be easier to
understand and navigate than plain text and
bullet lists.
Here’s an example to illustrate this: a single
graphic element comprises such critical
information as things people tend to forget
(so that BAs don’t forget them either while
creating user persona) and perks of
geolocation. Success criteria, those to which
the BAs will refer very often later on, are at
the center of the composition. Green stickers
highlight key information from lists and
graphs. As a result, we have a comprehensive
scheme that encompasses most of the
significant data from the Research stage.
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More than persona cards

Creating user personas can be described as three steps: research, analysis, and wrapping
the two up in an attractive way.
Research involves conducting extensive research on the target audience, including
demographics, behaviors, and preferences using surveys, interviews, and observation.
Analysis suggests making conclusions about your target audience based on the Research
data.
There are multiple places your app’s target audience can be found for analysis: online
communities, social media, and related events.
Every type of data becomes more accessible and vivid once graphically represented. We
suggest using Miro and similar tools to visualize research steps and user cards.
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26
Part 4
Enough theory — here’s a real story
An Android application that allows one to take notes, plan activities, and make
shopping/to-do lists to be shared with family members, co-workers, or friends. The app
allows one to link notes to geolocation and beacons and synchronize them with Google
Calendar.
It was decided to focus on note creation first and then add reminders as an additional
feature. The “killer feature” was supposed to be geolocation-triggered reminders.
Add notes Add reminders to
note
Add geolocation
to reminders
Use flexible
notifications
A client reached out to Anadea wanting to develop a Smart Reminder application. They
formulated the idea as follows:
In the beginning, the following main features were defined

Defining the Purpose
The Purpose is the stage at which data is
accumulated: the more, the better. It consists
of two blocks: Mission and Research. To
define the Mission, BAs set their goals. They
were:
To achieve these goals, they needed to
understand:
27
Define the key features
Confirm the concept
Define user groups to focus on
How will persona help?
What do we need?
What is important?
Mission
Analysts started by thinking about how they
make the user more real. The Mission thus
was represented by this kind of board, which
is based on the three questions from above.
And now, the questions had their answers.
For example, BAs saw that the nationality of
personas did not matter. However, their place
of living and hobbies were important.

Research
At this point, assumptions about personas needed to be linked to the functionality of the app.
BAs plunged into recent studies on user behavior and found out that:
People tend to forget things
The geolocation feature is gaining popularity
28

Another important part of the Research was establishing the Success Criteria, i.e. factors that
let Analysts know they are on the right track. As a result, they agreed that they know the user
personas are serving their purpose if:
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The Smart Reminder app will most likely attract users with average income and lower
Needs of different user
types are somehow
similar
BAs can agree on what
user types they are not
considering
The resulting personas
can be used for
composing a User
Journey map

Then, using the same template, analysts researched every aspect of personas’ lives — from
day-to-day duties and values to fears and stoppers.
30
Persona creation
Using techniques listed in Part 3 and research data, Business Analysts came up with three
very detailed personas, describing what they’re up to on a daily basis. Each persona has a
different lifestyle, level of technology awareness, and expectations from the app.

31
This research allowed BAs to clearly see what need of this given persona can be covered by
the Smart Reminder app.
E.g., a busy working family man Alexander,
based on his goals and motivations, would
appreciate the following.
Agnieszka’s chores are 180 degrees different
from Alexander’s. Focus on kids suggests a
different scenario.

In his turn, Olek, whose activities are mostly
concerned with studies, gym, and friend get-
togethers, is likely to use Smart Reminder for
other whole different purposes.
It becomes very clear from the research that
the center of one’s vital interests does not
boil down to just one area of life. Thus, not
only Alexander wants to make his family
happier by spending time with it and doing
grocery shopping, but he also wants to
maintain and strengthen his position at
work. Besides, he is really short on free time,
so he would be happy to have all reminders
and notes in one place.
To address his and others’ desires, Smart
Reminder app must take into account every
aspect of every persona’s life.
By looking at three personas, BAs came to
understand that although personas’ lifestyles
were nowhere near being similar, the global
goal was common for all: accomplish tasks
and not forget anything. This finding led to
rethinking the whole user experience of the
app.
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An even Smarter Reminder
Understanding personas’ needs ultimately helped Business Analysts articulate what the app
had to do. At the beginning of work, the app was supposed to be a tool for taking notes. It’s
only during the research phase that BAs understood:
What they didn’t
know
What they
needed to
validate
How this
changed the
process
What they were
supposed to do
next

34
This posed additional questions, such as:
BAs carefully analyzed feedback to other market players. Since the concept of a reminder
app is not new, no wonder there is quite a number. Just a few examples:
How to make the
interface clear and
simple yet functional?
How to motivate users to
accomplish their tasks
with reminders? Could
prioritization help?
What are the strengths
and weaknesses of
existing reminder apps?
TickTick
Remember The Milk
2Do
Sorted³
Focus To-Do
Toodledo
Microsoft To Do
MyLifeOrganized
Any.do
Todoist
Things
OmniFocus
SingularityApp

35
It was important to analyze not only users’ impressions but also who these users were. The
most valuable reviews were those left by people who reminded BAs of either of the three
personas (as much as it was possible to assume a reviewer’s personality).

36
Analysts then formulated the tasks to be solved with the development team. These were:
Define an initial list of features for the
MVP
Learn how to make notifications flexible
(for example, sending reminders by
priority)
Think about how the app can assist in time management (for example, sync with
calendar, add reminders faster, show overlays, etc.)
Learn how to implement the
geolocation reminder
Investigate how to accomplish tasks
more effectively (for example, prioritize
tasks)
Eventually, BAs figured out
that to accomplish a task,
people need more than just
creating one. Making more
and more entries to the
app is good for user
retention but only for a
short span of time until the
user is demotivated
completely.
Persona research confirms that
Smart Reminder can become an
application in demand and
should include features
discussed at the beginning, but
also notices that application
features should focus on task
accomplishment first and then
on task creation. In this regard, a
new important functionality was
determined.

37
Before & After
Thanks to working out three User Personas, Business Analysts led the concept of a
Smart Reminder from this:
To this:
An Android application that allows one to take notes, plan activities, and make
shopping/to-do lists to be shared with family members, co-workers, or friends. The app
allows one to link notes to geolocation and beacons and synchronize them with Google
Calendar.
Add notes
Add task
prioritization
Add reminders to
note
Add flexible
notifications
Add geolocation
to reminders
Integrate some
time management
assistance
Use flexible
notifications
Create clear and
usable design and
features
Key functionality:

Goal
Target audience
To focus on
accomplishing tasks
To prioritize tasks for
better task management
1
4
2
5
3
6
To accomplish tasks in a
more efficient and flexible
way
To assist users in time
management
To reduce the number of
undone tasks
To delegate tasks by sharing
them with family members,
friends, colleagues, etc.
EU mobile users
from 23 to 45
years old
Citizens or
people working
in the city
Busy enough
men, women, and
students
People with
some activities
in the city
Active people who
need to cooperate and
share their activities
with others
Car drivers
People with
low-middle
income
38

Challenges
Growing
number of
undone
tasks
Mess in
tasks
Complex
interface
Missing
season
tasks
Missing high
priority tasks
because of
inefficient
notifications
Missing tasks
related to car
service
Non-flexible
notifications
The research took five hours of analysts’ time.
Using different
calendars is
time consuming
Shared and
joint tasks
management
Missing tasks
outside
home/office
39
Mission
To create a Smart Reminder as an application for time management assistance based on the
person's schedule, their movement during the day, their personal habits, their location, etc.

40
Part 5
How knowing their user personas
helped our customer
Now we know that the three user personas identified for the Smart Reminder app are
Alexander, Agnieszka, and Olek.
Alexander is a 43-year-old sales manager with a big family, living in a big city. Agnieszka is a
35-year-old schoolteacher with two children, a husband, and chores. Olek is a 21-year-old
student studying economics, living in a flat, and looking for work.
Set aside saving development time&cost

41
By understanding that the target audience
includes busy men, moms, and students, the
development team could focus on creating
an app that is quick to use, with reminders
easy to set and manage. Similarly, by
understanding that the app's target audience
includes car owners, the team could focus on
creating features that enable users to set
reminders for, e.g., car maintenance or repair
tasks.
By using the specific characteristics of each
persona, the team could create ads that
would highlight the app's benefits and
address the intended audience's specific
needs and pain points.
For example, ads targeting Alexander could
highlight the app's ability to help him manage
his busy schedule and family commitments,
while ads targeting Olek could emphasize the
app's ability to help him find more free time
and manage his studies effectively.
Understanding the characteristics of the
target audience and their willingness to pay
for certain features allowed the development
team to choose a monetization model that is
most appropriate for the app. For example,
as the target audience is price-sensitive, the
team chose to offer a free app with in-app
advertising or offer a freemium model with
additional features available for purchase.
Part 5. How knowing their user personas helped our customer
Prioritize software development
Create targeted ad campaigns
Define the right monetization
models

How to benefit from the Business Analysis service if you have never done it before?
Here’s how it happens.
42
Part 6
How to start working with our BA team
The pipeline from an idea to a successful app is a collaborative process between the
customer and Anadea. By working closely together, we can create an app that's truly tailored
to the customer's goals and the needs of their users.
A vision for what the app should do is
enough in most cases. But the customer
is still not quite sure how to get started.
We schedule a call to discuss their idea
and determine if it's a good fit for our
services.
1. The Idea 2. Contacting Anadea

43
Part 5. How knowing their user personas helped our customer
This is where we take all the data we've
gathered and use it to create a few
personas that represent the different
types of people who will be using the
app — just like described!
We'll build out all the features and
functionality, and rigorously test the app
to make sure it's stable and bug-free.
We'll also make sure the app meets all the
necessary technical and design
requirements for the app stores.
Business Analysts come into play. They
ask the customer a lot of questions about
their goals, their target audience, their
competitors, and more. We'll also gather
data about the market and industry
trends to help inform our analysis.
We'll design the user interface and user
experience, and create a basic version of
the app that we can test with real users.
We'll use feedback from these tests to
refine the app and make sure it's
meeting the needs of the user personas
we've defined.
We'll use the user personas we defined earlier to create targeted marketing campaigns
that speak directly to the needs and interests of the app's users. And we'll continue to
monitor the app's performance and make updates as necessary to ensure its success.
4. Defining user personas
6. App development
3. Discovery phase
5. Prototyping
7. Launch and marketing

44
Source:
Want expert BAs to lead your app
idea to excellence?
Contact us!
Anadea is known for the stellar service
attested by customers.
https://anadea.info/services/business-analysis
They were doing great thanks
to a well-trough-out team
structure. They had a
Technical Lead, Business
Analyst, Scrum Master, and
developers. If something was
not communicated well, a
Business Analyst came and
broke it down for the team in
clear terms, and Tech Lead
explained things if there was
something way too technical.
Masnad Nehith,
Technical Director at New
Nordic Schools
We're very happy with the way things are going until now and
Anadea’s BA specialist is playing a key role in this. We appreciate a lot
the way she tackles issues and our "inconsistencies" when it comes to
defining business requirements. She definitely adds value to our
project and concept.
CTO,
a project under NDA
Business Analysts have done amazing work. I’d like to thank them a lot
for being very accurate in their work and very good advisors in terms
of functionalities.
Founder,
a project under NDA

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