Persona… yeah, it means ‘person’ in Spanish, but why is it important?
For innovators it doesn’t just mean ‘person’, it means: PERFECT CUSTOMER.
In the last post we talked about empathy and the importance of understanding the user before creating any solution. Today we’ll take a closer look at the stage of getting to know our clients through the definition of a PERSONA.
Every single one of us has a personality, but we all have things in common too. The goal of defining a PERSONA is to identify a common pain or need in order to find the perfect solution.
We can use several templates to find the PERSONA that represents our ideal customer, here are some examples:
The most important features to add are: personality, values, attitudes, interests and lifestyle. These will help us determine the real problem.
There are many reasons why we pay for something, but to summarise them all we can say that every time we buy something it is because it gets a job done. This product or service help us get from point A to point B, solving any problems in the way and making it easier to achieve the goal.
After defining our PERSONA, we have to identify this “Job To Be Done” ; we need to find the reason WHY he/she would pay for a product or service.
Within this “Job To Be Done” there are three categories in which every product and service will fit:
The key question (job statement) to discover the customer’s need is:
Is there a better way for ………………. (persona)
to do ……………………. (progress activity)
in ………………… (place/situation).
Go define your PERSONA, identify the Job To Be Done, create something that gets that job done, and always keep in mind:
