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Using personas in the design thinking process to better understand customers
In a world characterized by constant change and technological progress, it is becoming increasingly difficult for companies to understand their target groups precisely. The design thinking process offers a valuable methodology for gaining deeper insights into the needs, desires, and problems of customers—and personas play a central role in this.
What is the problem behind the problem?
Often, the problems users encounter are not immediately apparent or manifest themselves in a way that is difficult to grasp. Superficial problems, such as poor service or a confusing website, are often just symptoms of a deeper problem. The real challenge in design thinking is to identify the "problem behind the problem." This is where personas come into play: they help to identify the hidden problem and understand what the customer's real needs and motivations are.
Elements of a persona
A persona is a fictional character that represents a specific segment of the target audience. It is created based on qualitative and quantitative data and contains typical characteristics, behaviors, and motivations of a specific user. The basic elements of a persona include:
Name and background
A fictional name and basic information such as age, occupation, educational background, and location help to make the persona more concrete and tangible.
Goals and needs
What are the persona's main goals? What problems or needs does she have that can be solved by the product or service? In design thinking, this is also referred to as "jobs-to-be-done," i.e., the tasks that a product or service should fulfill in a person's life.
Behavior and habits
How does the persona behave in their everyday life? What routines and decisions shape their behavior?
Motivations and fears
What drives the persona, and what are their greatest fears or challenges?
Technology and media use
Which digital channels does the persona use, and what is their level of technical understanding?
How is the persona developed?
Creating a persona is an iterative process that involves both qualitative and quantitative research methods. Here are some steps to develop a well-founded persona:
research
First, data about the target group should be collected. Interviews, surveys, user observations, and market analyses are used for this purpose.
segmentation
Based on the collected data, specific user segments are identified. These segments form the basis for various personas.
Creation of the persona
The selected segments are shaped into fictional but realistic characters. It is important that the persona reflects authentic, comprehensible needs and goals.
refinement
The persona is continuously adapted and further developed based on new findings.
Develop targeted concepts based on personas (customer centricity)
Design thinking is about developing solutions that meet the needs and desires of users. By keeping their personas in mind at all times, marketing, product development, and design teams can develop targeted concepts that meet the specific requirements of these users. By focusing on the customer, the design thinking process ensures that all solutions actually deliver the greatest possible benefit to the persona—and not just to the company or the product.
The use of personas in product and service development is directly related to innovation management. Innovations arise not only from technical innovations, but also from an understanding of the actual needs of customers. Personas help to clearly define these needs so that companies can target their innovation processes. Well-thought-out innovation management ensures that the solutions developed with design thinking are successfully introduced to the market and create sustainable added value.
Advantages of personas in the design thinking process
Empathy and understanding
Personas help you put yourself in the users' shoes and understand their needs and motivations.
focus
They give the team a clear focus and a specific goal, which helps with brainstorming and decision-making.
consistency
By using personas, the entire team stays on the same page throughout the design thinking process and always considers the same needs.
Better communication
Personas enable clear and understandable communication with internal and external stakeholders, as they transform abstract data into tangible, understandable profiles.
Different personas for different goals
Not every persona is suitable for every goal in the design thinking process. There are often several personas, each reflecting different aspects of the market or target group. The relevant personas should be created for each specific goal (for example, improving the user experience on a website or developing a new product). It is important to remain flexible and consider different personas for different stages of the process.
Conclusion: Personas in the design thinking process
Personas are an essential tool in design thinking because they align the creative process with the real needs of users. They help to better understand the target group and thus develop targeted solutions that offer real added value. By precisely defining and applying personas, companies can ensure that their products and services actually solve their users' problems and meet their expectations – and thus enjoy long-term success in the market. Personas also make a valuable contribution to innovation management, as they align the innovation process with the customer and create a sound basis for the development of new ideas.
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