Understanding Your Financial Customers/Members and Uncovering Opportunity: Part 1

Categories: Financial Services | Design

A Brief Intro to Personas

Part 1 of 3

Personalization is now one of the most critical components of enhancing your financial customer/member experiences. And personas may be the missing piece to your user experience strategy.

Personas help define gaps and identify areas of opportunity to deliver memorable experiences. This three-part series will answer questions like:

  • What are personas?
  • What are the benefits of personas?
  • How can you utilize personas across your organization?

Part 1: What Is a Persona?

A persona is a fictional representation of a set of customers/members that display similar characteristics and behavioral patterns. They include information such as the person’s age, job title and buying preferences. Personas prove particularly useful when it comes to tailoring the customer/member experience to meet their needs. But, that’s not the only thing they can be used for. (Find out more about persona benefits in Part 2 of this series.)

What Do Personas Encompass?

Personas encompass more than you think! Human-centered designers create personas by engaging in a process that enables them to immerse themselves into the lives of people for whom they are designing. The result is a deep understanding of their needs, habits, motivations and challenges. Designers then take what they’ve learned to create one- to two-page descriptions that model a set of users.

These fictional depictions include customer/member:

  • Behavior patterns
  • Goals
  • Services used
  • Attitudes

Here’s an example of what a persona may look like for the financial services market.

Eager to see how personas can help you deliver memorable experiences for your financial customers/members? Contact one of our human-centered design strategists today.

See: Part 2: The Benefits of Developing Customer/Member Personas

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