Author: Santhana Krishnan G

Product Visioning: Identifying Right Target Persona

In our Product Visioning series, we have already explored Elevator Pitch and User Persona. Just to recap, the importance of identifying right target persona: Helps in building great products that our customers like and use Efficient product prioritization and smart investment  results in better ROI Helps in improving marketing teams’ productivity Improves our brands messaging After identifying the target personas, we have to detail out their goals / motivations, pain points and what they would gain by using the product / service. We collect these useful information through market research, user interviews, observing target users, by collecting information from their interactions...

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Product Visioning: 2.1 User Persona

User Persona What? Latin: Persona = Mask, Character played by an actor In large open air theatres, classical masks were able to bring a character’s face closer to the audience.  In the present scenario, in the field of Product Development, Marketing etc., actual customers are described by visual storiescalled Personas. Personas are fictional characters representing commonalities of a representative sample of a system. They draw a comprehensive picture of the users. The details include what our users want to accomplish, what skills they may or may not have and what their needs, wants and priorities are. Although the personas are hypothetical, they are defined with rigor...

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CHOW #49– Common Pitfalls in building user persona?

We know User Persona is an incredibly powerful  tool when used properly with UX design philosophies. But, developing a good quality user persona is a time consuming and expensive activity. Some times, these challenges may lead to producing not so great output. Similarly, what are some of the common pitfalls / mistakes in builing user persona?   Suggested Solution: Here are some of the few common pitfalls in building user persona: • Rapid Persona ○ Due to time constraints or some other challenges restricting teams ability conduct meaningful user research, teams might come up with half baked Personas. This could lead to potential waster in product developmentl • Fake Persona ○ To justify a product feature the team have developed or planning to develop, one or more personas could be invented / created. Such fake personas may not represent a real customer. It would just satisfy teams wish to continue with development. Teams should be careful in avoiding Fake personas. • Averaging ○ Personas are not about covering as much ground as possible. Compared to traditional marketing, we would not use wide ranges like Female aged between 15 and 35. This doesn’t help innovation. We need personas as close to the real customer as possible. • Rusting Persona ○ Some teams come up with a lot of personas more than actually necessary. Some of the Personas would be a showcase piece never to...

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CHOW #34– Elevator Pitch

Say, a car dealer wants to enhance their customer’s service experience. Car dealer would like their customers to book service appointments through their mobile using an app. Car dealer believes that this would be better than the existing manual mode or phone calls. Can we come up with an elevator pitch to help this car dealer using the below format? “For <target customer / group> Who  <needs a solution or has a problem> The <our product / service> Is a <key feature or primary set of processes> That <what our product would do> Unlike <existing products / services> <our Product / service>  <how does it solves the need / problem>”   Suggested solution: For car owners Who  have to book a service appointment for their cars The ‘Service Pro’ Is a mobile app That makes booking easier by showing available slots Unlike  the existing manual / call center based bookings our mobile app ‘Service Pro’  would show the available slots, share the estimate provided by the service supervisor and help easy payments after the...

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Product Visioning: Elevator Pitch

Brevity is the name of the game in agile where shorter cycles and working software are preferred. For the entire team to internalise the essence of the offering, elevator pitch is an effective articulation tool. It is about communicating our thought or idea or work or skill in a short span of time, say in 20 – 30 seconds. This is one of the popular design thinking tools widely used in different scenarios. This technique is very effective in situations like job interview, sales pitch, product introduction, TV commercial, to catch an attention, create a curiosity on something, etc. where we have...

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