Personas: Uncover customer insights and understand customer expectations | Jeannie Chan | Skillshare

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Personas: Uncover customer insights and understand customer expectations

teacher avatar Jeannie Chan, Brand Manager / Strategy Consultant

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

13 Lessons (31m)
    • 1. Persona class trailer

    • 2. Introduction to Personas

    • 3. What are the relevant insights?

    • 4. Simple research methods

    • 5. Best research method

    • 6. Don't forget this source of insight!

    • 7. How to build personas?

    • 8. Example of personas

    • 9. Develop your personas!

    • 10. Class wrap up

    • 11. Skillshare class preview: Branding Basics: How to build a brand strategy in 3 easy steps!

    • 12. Skillshare class preview: Marketing Basics: How to identify purchase barriers?

    • 13. Skillshare class preview: Market Sizing: Find out your revenue potential in 15 min

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About This Class

Are you a product designer / product manager / UX designer wondering what product features make sense?

Are you a content manager / marketing manager wondering what content would be relevant?

Wonder no more! Start using Personas as a tool to help you get to know your customers better! Personas can uncover deep insights about your customers, and give you the information you need to align your product and marketing strategy to your customers' expectations. Meeting (and exceeding) customers' expectations is the only way to build a customer base and a successful business.

This crash course on Personas will walk through what are personas, how to develop personas, and how to get the information you need to develop personas.

Once you have Personas developed, you can share them with your team and stakeholders. You can empower your whole team / organization with this deep insight! Personas is a great tool for both B2B and B2C businesses.

Meet Your Teacher

Teacher Profile Image

Jeannie Chan

Brand Manager / Strategy Consultant


I am a brand strategist who isn't afraid tackle business problems big or small. I have built my career by asking questions. With a relentless pursue for the daring questions that would lead to inspired new thinking, I have delivered measurable results to organizations of varying sizes in varying industries. I have ignited growth in Fortune 500 companies, startups, and nonprofits, with multi-million dollar budget to no budget at all.

Currently, I serve as the Brand Lead for Bravecto at Merck Animal Health. Launched in 2014, Bravecto has grew into a leading brand in veterinary medicine, with award-winning work recognized by the industry. Beyond veterinary medicine, I have lend my expertise in fields such as personal care, pet nutrition, aviation, fashion, and mo... See full profile

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1. Persona class trailer: Ah, your product manager entrepreneur trying to bring a product idea to life, wondering exactly who is going to use your product. How are they going to use in? What will they find relevant or features? Will they actually pay for? Or you conta Markkula Wondering who you're writing for, what pictures will resonate for voice should use. Let us help you answer these questions and more by giving you another tour to use. Learn all about personas in the super quick crash course so that you can understand who you're designing your product for. This empowering you to design the product that was sell for more. Or you can understand who you're creating content for, so your content can be more impactful, all to help you connect with your customers feather so you can't have a more relevant and ultimately more profitable business. See you in class 2. Introduction to Personas: one episode Nas Personas of fictional Generalized representations off your Target. They help you understand your target better and make it easier for you to tailor your content all product to the specific needs behaviours or concern off different groups. The strongest person is based on market research, a Swallows Insight that you have about your target. Where's the person? Is a representation of your target? Negative or exclusionary persona is a representation of who you don't want to target. For one reason or other, you cannot make this person profit. This could, for example, be someone who are to advance for your prodigal surface. Or they could be people. You would have problem converting. So students who may engage in pretrial and try your product but never actually by well, they may be potential customers who is just too expensive to require or too expensive to keep. At the most basic level, posthumous allow you to personalized or target your business to different segments off the market. It can be used in a variety of ways. In product development. He can help you create the perfect problem for each of your market sentiment or for content marketing allow you to create the perfect content to reach and target each of your signature. If you take time to even create negative personas, you have the other advantage. Segmenting out the bad apples from the breast of the market, which ultimately help you lower costs or increase profit. How do you create pus illness? As I said early, the strongest personas. A creative base, um, inside. So you uncover through research or other methods where's based on inside they have about your target. 3. What are the relevant insights?: There are many different frameworks and templates out there for how to build personas, and I will share a few off them with you in the class resource, one that I want to spend a little time on its A five ring off by insights. This is most relevant for the buyer persona. I use a license framework to help ensure that I have considered different facets off a persona and help ensure that my persona it's built upon deep insights. However, not all insights need to be built into the bezel. The purse ownership present a clear. It's a sink story, not a full novel. So let's dive a little bit deeper into the five rings started with the first Ring Priority Initiative. What drives this person? It's a search for a solution. What may have changed some time. It's because something have changed in that person's environments that just maybe a new parents so simple solution for the new life. This we'll show you why some buyers will Seiko your solutions and other small this help you so into who? Your target. Maybe the second ring Issa Success factors what put this person or consider a success. What results are welcomes. The suspects were. Expect what was soft, his or her problem. Okay, he or she may have identified in the priority initiative. Ring off insights. Be specific and include tangible outcomes, a swell US aspirational and emotional calls. This will show you why your product may appeal to your buyer and what you buy. Expect to change after using your product. The third ring is perceived barrier. Why would this person or not purchased this solution? Why would they consider others instead? There is relate to pry attempts to solve the problem and negative and maybe inaccurate perception about your product or your brand. Various could also come from influences. For example, management. One lead change out solution or sales is to embed it into existing solution. And retraining could be difficult or something like doctor recommended some other brands. This is where an influence of persona may also be very helpful in understanding what influences exists. This will review why some buyers wouldn't perceive your solution us the best option, but understand that this will help you overcome these barriers and software or, alternatively, consider who may be your target and who may not be the next ring is decision criteria. What are the top considerations in comparing against alternative or competing options? I didn't buy 3 to 5 factors that this personal use to compare alternatives or competing solutions in making a decision. If this by persona is involved through the purchase and cycle, these criterias may change at different stages. This will review what Criterias buyer used the Valerie solutions and options and finally make a decision. And more important, why finally, by Estrin. What is the path to purchase? It's important to understand the path to purchase, because this will help you identify additional influences and additional barriers that you may need to saw for at the end of the day, fall by personal. You want them to buy so understanding the path to purchase it's going to help you round out your insights and understand how they were ultimately buy your product 4. Simple research methods: in this module. We're gonna discuss different research methods, so help you uncover insights about your target. There many ways to get information. The first way is to learn from your existing customers in the few customers, either in person or over the phone to discover what they like about your prodigal surface. When interviewing, try to use open ended questions. At this point, you're not trying to validate what you already know, so there's nobody asking yes or no questions. You're trying to uncover insights and to learn so asking open in the questions and use phrases like Tell me more. Let your user share with you what they know when creating forms on your website. You can also use foreign fields that capture important personal informations. For example, you can capture information such us, their gender. Or maybe if you're targeting specific company size, you can capture information such as company size. Or maybe you're trying to capture information about income. You can as all that question of swell and even asked question about how they learn about your product. Are they active on social media? Those are all informations and insight that you can use to put into your persona that can help you figure out how you can influence buying decision or usage occasions. But what if you don't have assisting customers? You can start by studying the customers off your competitors. He may be going after the same people, but you're offering a superior products. If it information about your competitors customers, that could be a good starting point. Another way to get information is too leveraged the Internet. It should be of no surprise to you how much information is available on the Internet. For example, if you're targeting college students, you go to that university website to see if they already have profiles on their students. While the Internet has a lot of information, they're still better way yet to uncover deeper insights about your target. 5. Best research method: the best way to get information is to get out of the building. The most popular and best way to observe your customer is in their natural habitat, so to speak. This is what's called ethnographic research Fork Simple. If you're creating an exercise product, you may go through the gym and observe how people exercise. This could be relevant whether you're developing an actual gym equipment. Or maybe you're just developing a towel that they use or close and they may wear or maybe even supplements. But at least you get an idea of how the exercise. You may even get some information about their exercise routine. What may be challenging about exercise and uncover whole new opportunities altogether, or I've personally work on dog food business, and I've gone into pet owners home and see how they store dark food, how they feed their dogs. I've also went with them to stores and observe how they select purchase dog food. This is called a shop along. This is something that's very easy to do a shop along. You may even start doing this with your friend and just follow them when they're shopping and observe and make notes this will get you used to being in the natural habitat off a target so you can just start with practicing on your friend with a shop along, even if it's not about your business. But you can start with doing the shop along and observing how they said, like peanut butter or whatever is that they a buying? Because all shopping ultimately influence buying and can often time have a lot off implication to a lot of different type of products. The key two and a car for research is to observe, just observe and write down. There's no detail is too small. Some of the smallest detail may actually represent biggest opportunities. Also, us. You do these research that one day you tell this seems to not matter. You may see it again in another person and see it again in the other person and awesome, menial this trend, and that could start with something that you didn't think was important. So observed pay tradition and just mark. Now all that you observe and that is no graphic research, and the graphic research can also be used to understand influencers and how influencers influence purchase decisions. For example, for dog food, and this is to vet offices to understand how we can make it easier for them to recommend products. The food recommendation even become part off and animals examination. I also observe how Pest store associate may answer questions about food. And I'm just in the store just observing gin out off your office building. Get out into the real world is best weight and comfort data about your market and discover insights. 6. Don't forget this source of insight!: finally, don't forget to leverage your own team. First of all, your own team can be within the target market for simple. Apple relies heavily on their own employees because their own employees valued design, which is in line with their targets. Behavior and desire and wants and needs. Also took into consideration off your sales teams feedback on leads that they interacting with. What type of people asking them. Question. What question? That they ask King, What generalization can they make about different type of the consumer that you surf? Don't forget. The Your home team often know a lot about your target as well, or they also know a lot about who may be a negative persona. That's a lot of power within your own team. 7. How to build personas?: Now let's put everything together and talk a bit about how to actually Bill puts on this. Here is a step by step guide. First start by collecting information from all relevant sources, you can start with interviewing stakeholders who may have informations about your final users. This could be your management. Have some expectations off the problem. You're UX team marketing team, problem manager or customer care team. Based on this information, you may start to develop hypotheses on potential personas. Thank get out of the building and conduct user interviews. This, while are used to test your hypotheses and get deeper insights that were not previously available inside the building. Knicks Identify patterns By looking for patterns, you can start to divi your users into different groups. Split your information and data into socio demographic information may be motivation or personality. What variable most relevant in separating the groups that gives you a little bit off insights into segmentation uses variables to define your groups, and each groups should be represented by a different persona that makes you feel an example . Maybe full a product. One key variable could be proficiency ease on computer. So a studio interviews with different users. You may find that different users have different proficiency off computers, and they may have very different needs and that will be able to help you define two separate group all, maybe more, people. And each of them should be represented by a persona, so you can have a clear view on the different needs off. Different use of type another variable, maybe life sock Career sticks maybe whether or not they are first time parents or second time parents can have very different needs off a parenting goods and again by identifying the key variable that separates your different statements, is gonna allow you to have a clear view on the different used types that are in the market and half a persona develop for each user. Type no thirst up. Get to create the various. Put Zuma's based on your research. Start building your persona. Each person may play a different role. For example, you could be loyal users. Occasional users. Well, maybe you could be first time users or repeat users or going back to a parent to go first time parent, maybe someone who needs to have a lot more guidance as a user versus a second time parent who you just knew get bare bone information. Define different roles for these person is that you can have a clear idea of off which persona represented which group. Also don't forget there are influencer personas and negative business to consider. Finally, test your Pa's illness Person is ultimately a tool, a tool to quite information to your team, so don't develop it in the vacuum. Once you have few percent US share with your team and your stakeholders. See if they resonate and understand the presumes. Does it provide the insights they need to develop the perfect product? Four users or the perfect content that's going to be impactful doesn't make sense. Do team make any necessary adjustments for clarification? One important step in developing personas actually prioritizing personas. Remember to always use minimum number of personal for each product. This will help make your product more accurate as you do your research. You meant uncover several presumes Consider. If they actually represent different opportunities and they should be served by different products altogether, you may actually need to create a product each separate persona. For content managers, there is often the need to address the entire community. And there may be a need to prioritize personas based on business opportunity, as in which presumably, things in him host money. You can consider this to be a primary persona. Most important persona. Identifying a primary prisoner is also helpful in aligning with stakeholders and rallying an entire team organization behind the biggest business opportunity. 8. Example of personas: each business should develop personas based on the specific needs and insight. They're templates that I will share us. Resource is. But really you should did sign the person the based on your specific needs to get you started. Let's look at some examples. Here is a use of pushing for hypothetical Alan to Instagram. You will see that we presume that fight this presumably the name and the picture. We have a clear vision of who this person is. We identified the specific personal with her need but the mantra living in the moment. We describe a story to give details about this persona. We identify her needs and her pain points, which represents product opportunities. We also have a section that described her current habits, which is important to explore this new products challenge existing habits. But this exercise. We also identify additional uses personal, which will keep in mind and sweet develops Alan And what product needs to be part of this Alan. Overall, these persons will be shared as a resource for more example 9. Develop your personas!: Now it's your turn to gray personas for your business. Go ahead and create your user persona by absolute implosive, personal and even your negative persona. Keep in mind that there could be more than 1% depending on how they It's your business, of course, to get you started this even always start one and develop more us. You need it. So go ahead. Have fun with this. 10. Class wrap up: so that's the class. I hope you've enjoyed that I've enjoyed making it. I hope you were able to pick up a few tips and tricks that will build your business and your brand. If you enjoy the class, please leave a review. Your reviews will help others just from this class and help them learn some of the tips and tricks thou share class. Or if you have any suggestions on how to improve the class, please reach out to me as well. Feel free to reach out to me via Twitter. You see my handle on the screen and Gini scored chant. Love to interact with you on Twitter. I'll check on my website jean Chen dot com. That's where I maintain my block, where constantly share new tips, tricks and insights. On there, you'll find other ways to interact with me, including my emails or other social media Profile must well, so feel free to we shall directly to me with any questions, Suggestions, feedback Also on my website. This way you can sign the bombing newsletter, and the tips that I share on my block will be conveniently delivered to your inbox. Don't recollect. In addition, my newsletter subscribers first notice on any new classes, and they also get exclusive. Offers are not available in Wells. Stephanie signed up. Don't miss out. I hope to see your own. 11. Skillshare class preview: Branding Basics: How to build a brand strategy in 3 easy steps!: we start with the demographic attributes, age, gender and this the marital said this employment status, locations, locations, maybe something like within 25 miles of store or within your delivery area. Or it can be brother, something like live in urban area. Of course, the tighter You going to find these better demographic of things that can be serving in the census, things that can be checked the box? Check the box 18 to 22. That's a type of demographic, so we can think about demographic attributes. In that way. What would be in the census information? In fact, if you take it into the next step and in the future, when you think about market research, I think thinking about census could be a source of information, and you need to define demographic in order the access some of those census data. So take a moment. Think about your demographic view consumer data down in your notebook so that you can have that in the breath as a reference. But you're not defined by a demographic definitions. You are not 25 year old white female. Employ single definition Chicago that does not define who you are U. S. A person is defined by how you interact with the world, your personality, your values, your attitude, interest, your lifestyle. These are generally referred to a psychographic attributes. This is very important because if you want to build a relationship with a person, you need to kind of get to know them deeper in the cock inside it off the head. Is this person alone there a social butterfly that is going to change, how they interact with the world, and that's going to change how they interact with you. Brian. Is this person tech savvy or not? Whether or not this statement is true or not is going to change how that person is gonna interact with the world, and that's going to change how they will interact with your brand. Now. That doesn't mean you need a second degree in order to figure out the psychographic of your target consumer. It can be something very simple. Let's use up full, for example, a fashion Easter who looks for smart design in every aspect of life. She's fashionable but still practical, wears out flip flop to show off her effortless style. Just a couple of simple statements to turn Mika, this person come to life beyond H 22 year old female. So take a moment right down a couple sentence off how you would define your target consumer inwards Based on how here she interacts with the world. 12. Skillshare class preview: Marketing Basics: How to identify purchase barriers? : Let's get started with the consumer decision journey. The Concert Decision Journey ifs a framework that's put together by a McKinsey and company , a very prestigious consulting firm that has helped Fortune 500 companies solved numerous business problems. This is a framework that talks about the journey with which a consumer goes through to make a purchase decision. You can see how this may be relevant if we know the journey. With that, the consumer goes through in making a decision we can potentially influence, says Journey and Guy. The decision toward the one we want them to make, which is to buy our bread. The journey starts at the trigger that goes into initial consideration, activate violation and then purchase. But it doesn't end there. They're supposed to purchase experience and then possibly a loyal tube that leads to repurchase. Let's look at each stage little deeper. The start of the trigger at the trick of face, a need to purchase has become a parent to the consumer. The consumer enters the callegary to consider a purchase. Then the whole journey starts, and it starts at the initial consideration stage because assume reforms and initial lists of brands full consideration this list of space on General Brian perception or exposure. This is when brand choice starts informed. Now, hopefully your brand maybe already on this list. That doesn't mean we'll stay on this list. And if you're not in this initial list, that's still a chance to get on it. And that takes us to the next stage, which is the active evaluation stage, consumer valleys and researchers, his or her needs and adds and subtracts the brand to form from the consideration lists and forms a new list. This is when consumer research is stewed, their research, and this is chance when even if you are on the list initially, you can get knocked off. Or if you were not on the list initially, they may discover your brand and get at the dot. So this is a very important research face, and then Lisa's to purchase. After all the research is done, the consumer and makes a final decision to purchase a specific brand. After the purchase, the consumer experiences the purchase for the first time and evaluate the experience against his or her expectation. This will live up to what he or she think the product should do based on his or her research. And if there's a positive post purchase experience, a loyalty loop may be formed, which can lead to of repurchase and enable that brand to be considered first the next time . A need for purchase a rice and that's the overall framework. A trigger initial consideration, active evaluation, purchase, post purchase and then potentially, a loyalty loop. 13. Skillshare class preview: Market Sizing: Find out your revenue potential in 15 min : for the moment less. Imagine that you work for linked in. You don't know how many users they are because this imagine that these are early days off Lincoln. You know that you make money but attracting users. So in order to know how much you would make, you would need to know how many users you would have. How would you find that out? Yes, again. Imagine that These are early days of Lincoln and you're looking to launch in the U. S. And you know that U. S population is 318 million. The same answer. The question of how many uses Lincoln could potentially attract Ken linked in potential attract 318 million users. Now it seems a little outrageous to think that absolutely everyone in the U. S. Will use lengthen. But that's precisely what some people do in the industry that's known as the Chinese glove problem. There are 1.4 billion people in China. I can sell 1.4 building gloves. Heck, I don't even need to sell a glove to f. You person in China only need a small share of that market and I would be successful that this is Chinese glove problem because leather Steiff deeper. Does everyone in China need gloves? This everyone in China, we'll have the money to afford gloves. Can you reach everyone in China, including those who live in a small farm in remote China without roads? Does everyone in China won the specific style glove that you offer? You have to get down to the details so less than narrow it down. You start with the total theoretical market. Yes, in theory, there are 1.4 billion people in China. But then you have narrowed down to the surf market. How many people actually need gloves off those? How many people can you address? How many people can you access? Can you really go to remote China with no road and no electricity? Then get down to everyone you can serve and you can actually access. Then define who's your target. A selling workmen's club and targeting workmen, old fashioned love and targeting fashionable ladies on every winter gloves for kids. One should get down to what you can possibly achieve and who you're targeting. You still have to drive demand, for example, even never figured out that you're selling Workman's Clough in Beijing. You still need to create, remember, perhaps advertising in the workmen district in baking. Just because you have an awesome product, you still have to make sure that people are aware of it and actually come to a storm by it . But that's a whole different topic entirely for now. We'll work out. How would week down to help It is your potential market.