What Are Personas and why Are They Important?

Personas can help to better understand target groups, their wishes and needs. They are created by companies in order to identify typical characteristics and behavior of customers and to derive appropriate measures from them.

Especially when developing digital solutions such as mobile, web or other apps, it is important to examine the needs, goals and concerns of your customers in detail. Anyone who imposes new software on their customers or employees without addressing their needs and goals or without involving them in the development process will encounter rejection, which in most cases will doom the project to failure.

How do you create personas?

Creating personas requires care and can be challenging. Personas are fictitious personalities that illustrate the characteristics, needs, but also problems and fears of an ideal customer. When creating your persona, it is important to ask the right questions and conduct the survey with the right people. Conduct interviews with customers and prospects and create customer profiles that apply over a longer period of time and, above all, company-wide. To create a persona, analyze and determine:

• Sociodemographic characteristics (e.g. age, gender, education etc.)
• The exact needs and goals of customers
• Problems, worries and fears that occupy them
• personality traits and attitudes
• Regional criteria and patterns of behavior

Also thoroughly analyze and research all relevant customer contact points, so-called touch points, both online and offline. The more precisely you know your target customers and know what typical purchasing decision phase an individual prospect is in, the more precisely you can align your software solutions with them.

Create digital products for your persona

With the concept of the persona, you can design your software and your digital products more precisely and thus achieve significantly greater success. Because on the basis of such exemplary personalities, a newly developed application can be tailored precisely to the needs of real customers. Only those who know their customers, their worries and wishes can also offer the right solution to their problems.