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What are the most effective ways to use customer discovery for user personas?

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Customer discovery is a process of learning about your target customers, their needs, pains, and goals, before building a product or service for them. It helps you validate your assumptions, avoid costly mistakes, and create user personas that guide your product development. In this article, we will share some of the most effective ways to use customer discovery for user personas.

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1 What are user personas?

User personas are fictional representations of your ideal customers, based on real data and insights from customer discovery. They help you empathize with your users, understand their motivations, behaviors, and preferences, and design solutions that fit their needs. User personas typically include demographic information, goals, challenges, pain points, and scenarios of how they use your product or service.

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Christina Wrobel-Holt

President - ExecuSense LLC | Growing & Scaling Digital Product Companies Into Highly Adopted, Market Dominant, SaaS Giants | Optimizing Scalability with Technology, Systems, and Processes | Product Strategist & F-CGO
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When I do persona work with my clients, I dive deeply into more than demographic data. We look at how the individual thinks, where they are in their stage of life or career and the challenges they encounter along their journey(s). Every persona has multiple journeys in their experience and the product MUST add value throughout that journey in a specific and measurable way. A "user" profile can have more than one persona, which development teams don't always consider in the design. The development of multiple user personas helps us to identify why a user would choose our product, why a user will continue to use our product, and the things we need to add to get a user to be an evangelist for our product.

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2 How to conduct customer discovery?

Customer discovery involves talking to potential and existing customers, observing their behaviors, and collecting feedback. You can do this through interviews, surveys, observations, and experiments. Interviews are one-on-one conversations in which you can ask open-ended questions to uncover customer problems and desires. Surveys are online or offline questionnaires used to gather quantitative data such as demographics, satisfaction, and usage patterns. Observations involve watching how customers interact with your product or service to identify their actions, emotions, and pain points. Experiments involve testing your assumptions and hypotheses with customers using prototypes, landing pages, or minimum viable products (MVPs) to measure their reactions and behaviors.

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Shweta Rao A

Experienced Product Evangelist & Analyst | Product Success Through Storytelling and Data-Driven Insights
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No one tells you more about your potential customers than your existing customers. Observe different cohorts of users interacting with your platform. Product and design teams should consistently identify areas of confusion and see how they perform various tasks on your dashboard. These users will tell you more about the kind of industry and process your product fits into.

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3 How to analyze customer discovery data?

After collecting customer discovery data, you need to analyze it and extract meaningful insights that inform your user personas. To do this, you can use different techniques and tools, such as affinity mapping, which involves grouping similar data points into themes and categories with sticky notes or online tools. You can also use empathy mapping to visualize what customers say, do, think, and feel with a four-quadrant diagram or online tools. Journey mapping is another technique that involves mapping the steps, actions, emotions, and pain points of customers when using your product or service or achieving a goal with a timeline or online tools. Lastly, persona mapping is used to create user personas based on the data and insights from customer discovery with templates or online tools.

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4 How to use user personas for product development?

User personas can be incredibly useful throughout the product development process to help make better decisions and communicate more effectively. They can be used to define the problem, generate ideas, prioritize features, design the user interface, and test and validate the product. For example, user personas can be used to articulate the main problem or need that your product or service aims to solve for your customers, as well as to brainstorm possible solutions that address their goals, challenges, and pain points. Additionally, they can be used to rank the features or functionalities of your product or service based on the value they provide to customers. Moreover, user personas can help design the layout, navigation, content, and interactions of your product or service that match customer preferences and expectations. Finally, they can be used to recruit testers, create scenarios, and collect feedback that reflect real customer needs and behaviors.

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5 How to update user personas?

User personas are not static, but instead are dynamic and evolving, as customers and markets change over time. Therefore, it is important to update your user personas regularly based on customer discovery data. This can include reviewing the data for new trends, patterns, or changes that affect your customers, revising the user personas accordingly with changes to demographics, goals, challenges, or pain points, and communicating the changes to your team and stakeholders. Explaining the rationale and implications for your product or service is also important.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Saransh Jain

Data Analytics, Product & Category @ IndiaMART
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User Personas are incredibly helpful to keep the product team in line with what exactly the consumer wants. If done carefully & diligently, using right set of data it can save us a lot of iterations (Just to fit in the product !). Some key points I would like to add: 1. User Personas should be created based on qualitative & quantitative data, with regular updation based on teams insights & learnings 2. Although the process might be a little complex, the personas should be simple and easy to communicate to the team 3. Be creative, but think as a user not as a creator!

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What are the most effective ways to use customer discovery for user personas?

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1 What are user personas?

2 How to conduct customer discovery?

3 How to analyze customer discovery data?

4 How to use user personas for product development?

5 How to update user personas?

6 Here’s what else to consider

Product Development

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What are the most effective ways to use customer discovery for user personas?

1

2

3

4

5

6

1 What are user personas?

2 How to conduct customer discovery?

3 How to analyze customer discovery data?

4 How to use user personas for product development?

5 How to update user personas?

6 Here’s what else to consider

Product Development

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