WEEK 5 -
PERSONA & PRODUCT LIFE CYCLE

 
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PERSONA DOSSIER

  1. Persona goals - Specify the state that would make the customer successful or satisfied. Focus on the situation where your proposition might be useful. What concrete objective(s) is your customer trying to achieve? What is the situation in which the customer is trying to achieve those objectives? How would your proposition make the customer successful in that situation?

  2. Persona demographics What is the age and gender? What is the job title, education, career path, industry? What is the family background, size, age range?

  3. Persona pain – What is the concrete situational customer pain? What barriers are blocking the customer from becoming satisfied or successful? What challenges does the customer need to overcome to be satisfied or successful? What customer frustrations or concerns should you address?

  4. Persona Media & Device preference – Related to the situation, specify the sources and devices the customer would use. What is the trigger to consult the favorite information sources or devices? What are the favorite information sources or devices in the specific situation? When is the preferred media consumption moment during the day, week or year?

  5. Persona image – Give the Persona a face and a typical, representative appearance. Which characteristics does the Persona have? How would someone recognize the Persona from physical appearance alone? How would someone recognize the Persona in terms of language or keywords?

  6. Persona role & responsibility – Specify the role of the Persona in daily life. Who does the Persona report to? What is the Persona’s seniority on the job, how many years of experience, and what is its level of engagement? Which tasks and responsibilities come with the Persona’s role?

  7. Persona biography - Write a narrative of the Persona’s daily life. What does the Persona’s daily life look like? Who does the Persona talk to, listen to, meet or avoid? What does a ‘day in the life’ of the Persona look like when needing your proposition?

  8. Major brands consumed - both indicative of their persona and competitive

  9. Include a representative photo or caricature

PERSONA ASSIGNMENT

READ STEP 5 - Profile the Persona for the Beachhead Market

Create persona dossier of a single customer that will be your “beachhead” customer.

Include the following:

  • Company Name

  • Rich understanding and robust examination of your customer persona

  • Representative photo/illustration

  • Submit to CaNVAS under “WEEK 5 ASSIGNMENT” by 10/5 midnight