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Customer Personas
    
       

Modeling Customer Personas

    
           
        Personas, or user archetypes, are a form of behavioral segmentation that retailers can use to set design priorities for its various shopping channels. Retail UX personas are based on data, not conjecture or whimsical storytelling. We also formulate methods to quantify and track personas as they interact with your digital properties.

Our persona projects vary widely in depth and breadth, but there are some standard steps we follow to generate or enhance a retailer's customer personas. The steps listed below describe how we develop personas for large retailers. For smaller budgets, we combine some of these steps, and may use available the best data available rather than conducting original research.

  1. Review existing customer data and web analytics
  2. Conduct in-depth customer research, either through on-location interviews or ethnographic studies
  3. Determine customer needs, wants, motivations, and purchase processes relevant to web, mobile phone, tablets, and/or in-store technology
  4. Determine the variables and attributes that impact shopping behavior
  5. Create customer profiles that summarize values of these variables for actual participants
  6. Group participants based on shared characteristics and behaviors
  7. Create personas that represent each distinct segment
  8. Prioritize personas based on probable value to the company
  9. Develop a design strategy to engage and develop loyalty for top personas
  10. Track results, and refine the model

It's easy to generate a set of plausible personas. Anybody can do it. However, it's more challenging to create personas that are based on data and that truly represent the behavior patterns of your most valuable customer segments over time. Retail UX has the experience to guide you through this process. 		 
       
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