The unknown being
In order to develop a product that is relevant for the user, insights and knowledge about the behaviour of the users are needed. Who is actually sitting on the other side of the screen?
Personas
In order to be able to put themselves in the target groups' shoes, fictional users - so-called personas. They are based on the behaviour patterns, mental models and goals of the real users.
With personas, providers put on the "user glasses" to gain clarity about what expectations, user behaviour and habits a certain person has.
Personas are individual and vividly described representatives of a target group.
Questionnaire
Goals - What is most important to you?
- What is the primary personal goal of your persona?
- What is the primary professional goal of your persona?
- What other personal goals does your Persona pursue?
- What other professional goals does your Persona pursue?
Challenges/problem points.
- Which challenges does Persona face personally (lack of time, family obligations, etc.)?
- Which challenges does Persona face in her professional life?
Solutions
- How can you solve the problems/challenges of your Persona, or how can you help her to solve them?
- What services do you provide to your Persona to solve your problem areas? With which services do you support your Persona in its challenges?
Keywords and problem areas.
- Which keywords/keywords does your persona use to find solutions for your problem areas?
- Is your Persona aware that your services can solve their problem areas?
- Does your persona understand the services you provide?
- Where does your persona search for information/solutions (Google, friends/network, Facebook, forums, etc.)?