User Personas | Economic Buyer Personas
Personas are tools used to represent important characteristics of an audience or set of users, or buyers. Each persona is an archetype within the audience. They represent a significant pattern of behaviors, needs and expectations within the audience population.
Personas themselves are used in combination with scenarios to generate relevant ideas for solving the problems of a particular archetype, as well as to critique proposed ideas when making decisions about which ideas to pursue. Scenarios are narrative forms of use cases (i.e. triggers/goals for using a product or service in a particular instance). A persona is like a character in a story, a scenario is a particular scene or story arc.
Personas and scenarios are high-value tools used to generate conceptual designs and services. I create them to help design teams develop empathy for a customer in a given situation. They help us think about and document the thoughts, feelings, etc. that the individual (persona) is going through in the context of their scenario.
Most, organizations have a goal of increasing engagement and driving people to use additional products and services. Rather than try to manufacture needs and use cases for these, a better strategy is to introduce these additional services at a time when the user is already engaged and the service is most relevant (i.e.has the highest perceived value).
By starting with scenarios, which are situations in which we know individuals are already engaging with their insurance provider, we can then ask questions like: What other questions/challenges does this individual have? This allows us to think about potential, viable touch points for increasing and extending engagement with customers.