Steps to Create a Persona5:44 with Megan Amendola
Follow the process of creating a user persona.
When building a persona, you want to start with the data. 0:00 Use user interviews, website analytics, surveys, reviews, really any 0:04 data you can get your hands on that tells you something about who your users are. 0:09 Dig deep into the data you've gathered and try to find patterns. 0:14 Is there an age range for your users? 0:18 Are they all from a particular area? 0:20 Is there a common job title that keeps popping up? 0:23 Once you found the patterns, 0:26 use them to create a single person to represent this target audience. 0:28 Remember, they should be your largest group, you can always go back and 0:32 add personas for your smaller groups later. 0:37 Let's walk through the process together of creating a persona using some data for 0:40 an app called Lotus Yoga. 0:45 An app for a local yoga studio. 0:47 72% of the users are female. 0:49 43% are 30 to 49 years old. 0:53 37% of users have children under 18, who also practice yoga. 0:57 75% of users also take part in another form of exercise. 1:03 Top reasons people started yoga. 1:09 Flexibility, stress relief, general fitness, improve overall health, 1:11 physical fitness. 1:16 40% of users say yoga motivates them to eat healthily. 1:17 59% of users say yoga helps them sleep. 1:22 Users practice two times a week on average. 1:27 The first step to creating this persona, is to decide on a name and 1:31 choose a photo to represent this group. 1:35 Since 72% of the users for 1:38 the Daily Yoga app are female, I'm going to go with the name Jasmine Song. 1:40 I found this photo to represent this persona too. 1:46 I think it shows off Jasmine's fun and playful side. 1:49 Next, let's add a description of who this person is. 1:53 This will help to bring this persona to life. 1:57 The description should tell us a bit about who this person is with details like 2:00 job title, interests, demographics, etc. 2:05 Sometimes your data may not have enough of these details to create your description. 2:09 Instead, you may have to make some assumptions. 2:14 What's great about our persona is that you can 2:18 update it as you find out more about your users or as your product grows. 2:21 For our yoga app example, I am going to stick with the majority in our data. 2:26 So the persona relates to the largest group. 2:30 Here's what I came up with. 2:34 Jasmine is a 40 year old sales manager with two kids in high school. 2:36 She likes staying active by practicing yoga, taking the dog out for 2:40 walks and going for hikes with her family. 2:44 She started practicing yoga to stay limber and 2:47 found it really helped relieve her stress as well. 2:50 She takes a class about 2 times a week, sometimes with friends or her kids, 2:53 but sometimes she enjoys going on her own to really focus on her practice. 2:59 She found staying active has led to a healthier lifestyle for both herself and 3:04 her family. 3:08 I made a few assumptions about Jasmine in her description. 3:10 But overall, I think it fits our data well. 3:14 We have a great start so far. 3:17 But let's flash out this persona a bit more. 3:19 Let's work on the problem section next. 3:22 In the problem section, 3:25 focus on your persona's problem as it relates to your product. 3:26 What is the persona struggling with? 3:30 What are their frustrations? 3:33 Using Jasmine as our example, her problems relating to yoga are, one, 3:35 yoga is becoming more popular and her favorite classes are filling up. 3:41 Now she doesn't get as much personal attention as she used to. 3:45 Two, there are a lot of fun yoga fans out there today, but 3:48 she wishes there were more fun classes aimed at her age group. 3:53 As much fun as goat yoga sounds, 3:57 she'd rather focus on something that fits her needs and goals. 4:00 Three, sometimes Jasmine has to cancel a class because life happens. 4:04 She doesn't like having to pay the cancellation fee when she has to 4:10 cancel last minute, especially since she goes so often and 4:13 has been a loyal customer for years. 4:17 I think we're getting a pretty good picture of our user base. 4:21 But let's add one more section to really pull it all together. 4:23 Our last section is called Goals and Needs. 4:28 The Goals and Needs section or sometimes called the Motivation section 4:32 is where we will put Jasmine's goals relating to yoga. 4:36 Think about what she is trying to accomplish. 4:40 Let's add a few goals to our persona for Jasmine. 4:44 One, she wants to be active and healthy with a flexible workout schedule. 4:46 Two, she wants to take classes with her friends and 4:53 family to stay close to them and help promote a healthy lifestyle. 4:56 Three, she's thinking about becoming a yoga instructor 5:00 when she eventually retires. 5:03 I think we have created a pretty good persona. 5:06 This will help to keep your design decisions focused 5:08 as you keep Jasmine in mind. 5:11 Ask yourself questions like, would this feature benefit her? 5:13 What would Jasmine think of this design? 5:17 As you learn more about your users, 5:20 you would want to come back to this persona and update it. 5:22 Just like other areas of UX design, 5:25 iterating is a key part of the persona creation process. 5:27 Now that we've walk through creating a persona together it's time for 5:32 you to try it on your own. 5:35 In the next video, I will give you the data to get you started. 5:37 You've got this, see you in the next video. 5:40
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