Experience goals describe how personas want to feel when using a product, for example, having fun and feeling relaxed. However, there would be a place for these goals on a Persona created for a financial planning company or online couples’ therapy service.ģ. Objectives such as “Retire by age 45,” or “Have a happy marriage” may be too broad and or irrelevant if you were designing a travel app or business card builder. Tasks. Tasks are items needed to complete in order to accomplish goals.Ģ. Types of goals to avoid or include on a case by case basis:ġ. An end goal could also be a more intangible achievement from using a product : increased productivity, greater security. This could be something tangible: a beautiful advertisement, a sleek web page. Most Persona goals should be end goals, goals about what the Persona ultimately achieves in using your product or service. What is your persona looking for in a product? Do they want something that is easy to use? A device or service that achieves a specific goal? (These questions are critical to product development.) Many product design and marketing decisions will come down to which tier of users you are prioritizing. We recommend making different personas to represent each varying tier and fill out the user persona comparison to segment your users. For example, the “tier” option can range from ‘first-time users’ all the way to ‘late adopters.’ If you’re building an industry-specific product, your tiers can be ‘professionals’, ‘prosumers’, or ‘enthusiasts.’ Tiers can also refer to users’ level of commitment to your product-free users, paid users, or enterprise users. Tiers indicate levels of engagement users have with your product, or where they fall on the adoption curve. The tiers section is one of the most important sections when it comes to defining a Persona. Still unclear about archetypes? Here are 12 common archetypes to prompt your definition of those using your product. Why are these individuals considered visionaries, how do they want to use your product? You don’t need paragraphs detailing user archetypes, but make sure you have the answers on file. Be careful not to undermine Personas by using jargon like “visionary” or “radical” without going into detail about what exactly these words imply.Ĭontinue asking questions. Archetypes are widely understood identities that characterize an individual’s personality, motivations, and goals.
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