What is Persona development and how to create effective user persona?
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Transcript of What is Persona development and how to create effective user persona?
Persona Development
Enabling digital initiatives via purposeful inception, management, adoption and
consumptionof content, information and apps
Marketing enablementBusiness transformation Software engineering and Product development
Purpose. Strategy. Implementation. Adoption Envision and Plan. Develop. Stabilize and Support Content and Digital Marketing Services. Digital Analytics. Event Marketing. Community building
Our ServicesUnderstand. Develop. Communicate
Initiatives to meet your goalsCustomer
Experiences Business Productivity Marketing Effectiveness
Technology-led Innovation
Enterprise ProjectManagement
Office 365 & SharePoint
Mobile, devices & cloud
Applications development
Technology business consultingWeb & Digital
Our Competencies
Rich Media
Digital Commerce
Web Presence
Mobile Firstand Multichannel
People Analytics
Enterprise Apps
Interactive Intranets
Project and Work Collaboration
Marketing Strategy and Execution
Digital and Social Marketing
Content Development
Web Presence
IT Governance and Enterprise Roadmap
Internet of Things
Software Product Engineering
Technology AdoptionProj
ects
/ Pr
ogra
ms /
M
anag
ed S
ervi
ces
Why persona is important?• Personas are fictional, generalized characters
that encompass various needs, goals, and observed behavior patterns among your real and potential customers. They help you:• Drive marketing and sales strategies.• Identify opportunities and product gaps to drive
strategy.• Develop a common language about different buying
roles (decision maker, buyer, influencer, recommender, end user)
Characteristics of effective personas:Here are the most critical characteristics for any persona effort:• Role • Segment• Education • Certifications / Specialties• Mission • Scenario• Tasks & Responsibilities• Needs and Pain Points • Habits and Practices (Challenges)• Communication Style / Channels • Goals and KPIs
Persona DevelopmentOur simple yet agile approach
• Understand product/services offerings.• Understand objectives of persona development.• Create user segments and roles for research (work in progress persona).• Research on personas, which include: • Secondary research – web search, analyst reports, whitepapers,
research studies, research communities and user groups• Surveys
• Create persona based on the segments and research consolidation.• Identify persona characteristics that include role, age, education, skills, among
others.• Identify decision competence and communication channels for each persona.• Recommended positioning and marketing framework mapped to each persona.
Audience amplificationTo influence independent and third-party communities, and develop recommendations for unengaged members/communities, use the right message and engagement model to:
• Improve perception
• Build new relationships
• Build and promote presence in targeted communities
Our audience amplification approachIdentify persona aspirations • About their career (Help me)• About their company (Help my company)Identify communities in which they are engaged – offline/online• User groups/blogs • Social media groups/communities• Events/roadshows/conferencesAnalyze which communities are favorable/neutral/unfavorable• Create Community SWOT analysis• Create reach, influence, & alignment map – ranking, rating and creating reach map for each community and
event• Engagement recommendations• Specific tactics by community & event• Individual community analysis (for selected communities) – customer owned/ aligned/independent/competitive
Engagement model and messaging – how to reach individually or as a group and through what mediums
Suggest relevant marketing/sales/training collaterals for each persona (Build BOM)
The Advaiya difference
Partnerships – Investment in building partnerships with leading technology firms to enable strategic value for clients via relevant relationships, knowledge, and expertise
Flexibility – Unique model that allows us to work with clients as a vendor, valued partner, and a trusted advisor
Cost effective scaling - Competitive pricing along with the proven ability to provide capacity and scale, and adapt to the needs of our customers
Purpose led – Understanding our customer’s business purposes and goals, and providing relevant services to meet those desired outcomes
Extensive experience - Proven track record for relevant solutions enablement and services IP creation
Technology expertise – Expertise in working on leading edge technologies and unique learning model to quickly gain context
Design – Intrinsic to our all deliverables with focus on usability and esthetics, such that our work products appeal to customers
Process maturity – Our mature processes ensures providing visibility and control, effective and timely execution, and high quality delivered
LOCATIONSREDMOND (US), UDAIPUR AND DUBAI
3 PROJECTSCOMPLETED
1,200+ADVAIYAIS FOUNDED200
5YEARSOF ENTERPRISE IT, CONSULTING AND MARKETING EXPERIENCE
10+CLIENTS45+
What our clients say…“This is the best POC we had ever received…It will be heavily promoted through different Microsoft channels (internal and external) and it is expected to be a major deliverable for the SC team and a showcase for other MS groups.” – Leslie Kitz, Microsoft
“Advaiya is a top-notch company in terms of creativity, delivery, and connection to their customers.” – Dillon Bianchi, President, Uptown Treehouse, Inc.
“I just saw the presentation – it was phenomenal – truly, excellent work within an extremely short time frame.” – VMware
“I recommended Advaiya to do this work, as I have been very pleased with our relationship for many years” – Ira Brown, CEO - Project widgets Inc.
“Advaiya is rare in its combination of superb creative and visual services with deep technical know-how; An A+ in my book” – Erick Watson, CPO - Moodwire
More Testimonials
“Advaiya has been a great partner. They provided excellent design and implementation of two different websites on a short timeline, delivering what we needed on time and on budget. They have been very responsive to all our needs.”– Howard Zeprun, CAO, Trident Capital
Select clientele
ADVAIYA SOLUTIONS, INC.17303 NE 39th Ct., Redmond, WA 98052Phone : +1 (425) 256 3123Fax : +1 (425) 256 3123
ADVAIYA SOLUTIONS PVT LTDG14-17, IT Park, MIA ExtensionUdaipur, India 313002Phone : +91 (294) 305 1100Fax : +91 (294) 305 1300
Contact Us
[email protected]/blog www.advaiya.com