Customer persona

Customer persona: Weekend Will, for an outdoor shop

Who he is

Goals

Pain points

Where he looks

What makes him buy

Will, 41

Accountant, lives in the suburbs

Hikes one weekend a month

A 3-day hike this year

Gear that lasts for years

Too much choice online

Staff who talk down to beginners

YouTube gear reviews

His hiking club's newsletter

Trying it on in store

Advice from someone who hikes

Make a customer persona

Free · no sign-up

What a customer persona is

“A persona (also user persona, user personality, customer persona, buyer persona) in user-centered design and marketing is a semi-fictional characterization or representation of a typical customer segment or end user.”

From Wikipedia — Persona (user experience) — CC BY-SA 4.0

Types of user persona

User persona

When to use a customer persona

Marketing
Know who you're selling to: where they look and what makes them buy.
A brand
Speak to one person in your ads, not to everybody.
Understanding users
Write down what stops them buying, like staff who talk down to beginners.

How to make a customer persona

1Who he is
Customer persona: Weekend Will, for an outdoor shop
Who he is
Goals
Pain points
Where he looks
What makes him buy
2What he wants
Customer persona: Weekend Will, for an outdoor shop
Who he is
Goals
Pain points
Where he looks
What makes him buy
Will, 41
Accountant, lives in the suburbs
Hikes one weekend a month
3Why he buys
Customer persona: Weekend Will, for an outdoor shop
Who he is
Goals
Pain points
Where he looks
What makes him buy
Will, 41
Accountant, lives in the suburbs
Hikes one weekend a month
A 3-day hike this year
Gear that lasts for years
Too much choice online
Staff who talk down to beginners
YouTube gear reviews
His hiking club's newsletter
Trying it on in store
Advice from someone who hikes