How to “Humanize” Any Digital Service

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How to learn to "walk in the shoes" of the client in order to competently research the target audience of the brand? Alexander Katsuro, Managing Director of Fastuna, answered the question.

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What is the Persona Method?
In the process of developing technological lithuania whatsapp phone number products, there are many interesting tools that help IT specialists better understand the needs of their customers. Without such understanding, developers will make products based only on their experience, which may be unusual for the target audience of the product, which will lead to failure - the product will not be in demand or will disappoint customers.

One such tool is the Persona framework, first proposed by Alan Cooper in the late 90s. It helps to better understand and empathize with your consumer, to “break the wall of misunderstanding” between developers and ordinary users of digital services.

The method allows you to combine information on user context, motives, needs and ways of interacting with the product into a single picture and helps maintain focus on the most significant points when making product decisions.



What are "personas"
Personas are a way to organize important knowledge about the typical users for whom a product is being developed.

How can a business independently research its audience and promote its products and services on the Internet? We tell you in the course on Internet marketing .
“Persona” is a description of a portrait of a collective image of a user, which includes various parameters and features (education, experience using digital products, etc.) that are important for a better understanding of the behavior of our character, his motives and “pains”, and the features of using the product being developed.

In classical marketing, it is more common to talk about consumer segments - stable groups of consumers united by similar characteristics in their market behavior or profile.

Segmentation helps to focus the company's business on a specific part of the market, for which it is possible to offer an optimal product, positioning, launch an advertising campaign and ultimately take the lead in this segment, ahead of competitors.

Market segmentation is a basic tool for a marketing strategist, but its results do not help a development engineer to understand where his consumer "hurts" and what the product should be like to make it easy to use. For these purposes, there are "personas" that represent "the most typical representative of the segment."