Do you know your customer – I mean really know your customer?
Startups are often keen to skip or shortcut customer discovery. Lets build a product and push it on to users and hope for the best. You then overlook their actual customers need and end up with a product that doesnt resonate with a need in the marketplace. By going through discovery early on – before high fidelity prototypes are built, gives us a greater chance of success.
Personas are representative, fictional examples of potential customers compiled from multiple interviews. One of the most important aspects of personas is that they are based on actual users. Often you will need to create multiple personas in order to represent your different user types.
Job title: Head of Logistics
Family status: Married
“A quotation that captures users pain” – point what value he seeks
Paragraph to describe user journey and his background
Task that needs to be completed
A life goal
An experience to be felt
Current process to reach goal
Process might be a manual hack or using a solution
Challenges user would like to avoid
An obstacle that prevents the user achieving their goal
Problems with the available solution
List of motivations