User Persona is a composite sketch of key segment of your target audience. Building User Personas can help streamline the growth process from acquisition thru virality and remarketing.
There are about 1.5 Million apps on on iOs App Store and Android Play Store. In the fast and competitive world of apps User Persona helps you reach out to your early adopters by customizing the acquisition , onboarding and engagement flows.
Most apps today are targeted for specific user groups and starting with User Personas helps app developers rise above the clutter and deliver compelling experiences.So how does one go about building user personas and what does a typical User Persona Look like? Here’s the beginners guide and checklist.
Where to start Building User Persona?
The biggest mistake I have seen app teams make is starting and ending the process of building user personas with “I think..”.“I think our users are 16-24 year old..” Let’s call him Sid. That’s not how User Personas are created. Here’s the process I have seen working:
Start with Analytics and Activity Logs. Look at the source of traffic, Keywords, flow on the app, exit screen to identify their intent and behavior
Get the Team Involved- Get insights from the Development, Analytics, Marketing, Offline, Customer Service and other teams.
Conduct user survey. Ask them about their challenges and the solutions they are looking for? About discovery, first run etc.
Reach out on Social Media– Whatsapp, Facebook, Instagram and other relevant channels for your business.
Put the data from 1-4 in a Spreadsheet and share it with the team ask them to validate or question the line items on the sheet.
So what information should the User Persona contain?
For a B2C app that is pre scale-up / growth stage i.e. when teams are working on MVP and trying to find Product Market fit I think teams should work with maximum 3 personas. This helps in running meaningful experiments and also does not overwhelm the team.
Here’s the information personas should include:
Name of the Persona ( Makes it real in discussions and communications)
One Line Profile..
like “Miss Clean Gone Green”
or “ Deal Hunter- will buy sand on the beach if there’s a deal”
- Salary / Household Income
- Quotes from interviews
- Content they read
- Their favorite App
- How do they discover new apps
- Phone Model
- Data Plan/ Wifi usage pattern
Goals – What does the users want to achieve with the app?
Challenges- What are their major challenges or the problems they face currently
Once you have this you should try to put together and Twitter Pitch for the persona. Essentially, communicate the core product value that would appeal to this persona in under 140 characters.
You may want to use to build your User Persona.