Creating and Using Personas - Forty

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Presentation Description

The uses and development of personas for use in marketing, design, branding, and more!

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Presentation Transcript

Personas : 

Personas Who? What? Why? What? Huh?

What are they? : 

What are they?

Slide 3: 

Personas are fictitious characters created to represent the different user types within a targeted demographic that might use a site or product.

Slide 4: 

In other words... your ideal client

Personification of Data : 

Personification of Data

Slide 6: 

Age Sex Race Income level Life stage Marital status Interests Possessions Brands Style Anything!

Why do we use them? : 

Why do we use them?

We’re human. : 

We’re human.

How do we use them? : 

How do we use them?

Slide 11: 

Name: Damien Stiles Occupation: Wedding Photographer Household Income: $95,000 (average) Marital Status: Married 3 years Spouse: Kathleen Stiles, Elementary teacher Children: Rebecca Stiles, Newborn Life Stage: New parent, recently upgraded to larger house Home value: $169,000 Home description: 1600 square feet, 3 bedrooms, 2 bathrooms, Gilbert location Cars: 1997 Nissan Sentra, 2002 Chevy Malibu Valuable possessions kept in home: 1 desktop computer, 1 laptop computer, photography equipment including several cameras, one 37” flat screen Panasonic television, Family Pastimes: Cooking, gardening, taking walks with the new baby, visiting with neighbors. Need for alarm system: To secure personal possessions and protect the newest member of their family.

Slide 12: 

Name: Rachel Bingham Occupation: Teller at Bank of America Household Income: $32,000 Marital Status: Single Life Stage: Recent college grad, first time home buyer Home value: $107,000 Home description: 1200 square feet, 2 bedrooms, 2 bathrooms, built in 1968, Central Phoenix location Cars: 1999 Pontiac Sunfire Valuable possessions kept in home: Laptop, family heirlooms, iPod Pastimes: Going out to happy hours with coworkers, DIY home projects, Need for alarm system: Mother insists on it to keep her daughter safe while she is living alone.

Slide 13: 

Name: Karen Strickland Occupation: Small Business Owner/Florist Household Income: $165,000 Marital Status: Married Spouse: Mike Strickland, Architect Children: Stephanie Strickland, age 14 & Todd Strickland, age 9 Home value: $325,500 Home description: 2200 square feet, East Scottsdale location, swimming pool, 3 bedrooms, 3 bathrooms, upgraded kitchen, home office Cars: 2002 Chevrolet Tahoe, 1999 Honda Accord Valuable possessions kept in home: 2 desktop computers, and 1 laptop computer, diamond earrings, 40” Samsung plasma television, Bose speaker system Family pastimes: Camping, bike riding, pool parties Need for alarm system: Protect their family at night, protect their children when arriving home from school during the day, and secure their possessions when they leave on weekend camping trips to Payson.

Let’s create one, shall we? : 

Let’s create one, shall we?

Product: taser guns for females : 

Product: taser guns for females

Slide 16: 

Industry: personal safety Product: taser guns for females

Slide 17: 

Industry: personal safety Product: taser guns for females Demographics:

Slide 18: 

Industry: personal safety Product: taser guns for females Demographics: female,

Slide 19: 

Industry: personal safety Product: taser guns for females Demographics: female, 16-35

Slide 20: 

Demographics: female, 16-35, single Industry: personal safety Product: taser guns for females

Slide 21: 

Demographics: female, 16-35, single, mid-level income Industry: personal safety Product: taser guns for females

Slide 22: 

Demographics: female, 16-35, single, mid-level income, car owners Industry: personal safety Product: taser guns for females

Slide 23: 

Demographics: female, 16-35, single, mid-level income, car owners, city dweller Industry: personal safety Product: taser guns for females

Slide 24: 

Yay, data! Now, let’s make it real.

Slide 30: 

Name: Christine Lang

Slide 31: 

Name: Christine Lang Age: 27

Slide 32: 

Name: Christine Lang Occupation: Financial Analyst at Federal Reserve Bank Age: 27

Slide 33: 

Name: Christine Lang Occupation: Financial Analyst at Federal Reserve Bank Location: Chicago, IL Age: 27

Slide 34: 

Name: Christine Lang Occupation: Financial Analyst at Federal Reserve Bank Location: Chicago, IL Age: 27 Income: $55,000

Slide 35: 

Name: Christine Lang Occupation: Financial Analyst at Federal Reserve Bank Location: Chicago, IL Age: 27 Income: $55,000 Relationship Status: in a relationship

Slide 36: 

Name: Christine Lang Occupation: Financial Analyst at Federal Reserve Bank Location: Chicago, IL Age: 27 Income: $55,000 Relationship Status: in a relationship Need for personal protection: long work hours, multi-level parking garage, jogger, frequents bars on weekends

Then you give her a story. : 

Then you give her a story.

Uses of your persona : 

Uses of your persona

Design : 

Design Marketing Packaging Advertising Website Colors Product Extensions

Questions? : 

Questions?

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