It is always a good thing to design your site with your
visitors in mind. Personas help you to do that.
From wikepedia, the definition of personas:: "Fictitious
characters that are created to represent the different user
types within a targeted demographic that might use a site
or product. Personas are given characteristics and are assumed
to be in particular environments based on known users’ requirements
so that these elements can be taken into consideration when
creating scenarios for conceptualizing a site."
How do you develop a persona?
Start by talking to your customer service people. They talk
to customers everyday. They probably know more about your
customers than anyone else.
Develop three or four personas for your website.
You could use these as basic guidelines:
Natalie Cool
Very fashionable, goes to the hippest restaurants, loves
to shop, and expects the best things in life. She is spontaneous,
flambouyant, and lives for the moment. She wants to look
good, feel good, and doesn't worry about much else. She
does not care about the features or specifications of your
product. She wants to know if it will make her look good,
feel good, or make her life easier.
Ted Thorough
Very dependable, spends his money very frugally. Seldom
eats out or shops. When he does buy anything, he is very
methodical, and researches every buying decision thoroughly.
He is very interested in features, benefits, and specifications.
He will read everything on your website and make an informed
decision. It might take two,three. or more visits before
he decides to buy. Ted wants to know if your product will
satisfy a need he has, work with what he already has, or
save him money.
After you develop your personas, develop navigational paths
through your site, for each of the different personas you
have developed. Use trigger words as navigation links, so
that each persona will take a different path through your
site.
If Natalie Cool likes fashionable, make her path flashy,
feel good, and upbeat. Don't waste her time talking about
features, or specs. Make it quick and easy for her to buy.
For Ted Thorough's path, make sure to include features,
benefits, specifications, and any other information you
have. He will read it all, and have questions. Make sure
he can find the answers on your website.
