Step 1: Help me...
Start with framing things from the perspective of the user, by stating that they want to be 'helped' with something. It will make our thinking and communications significantly more user-centric, as opposed to business-centric.
Describe the audience
Review your strategic inputs and market data when available.
Which type of users is your company aiming for? Which type of users are worth pursuing because of their numbers? Their potential value to the company? Try to describe them briefly – with a focus on the most important characteristics.
Include a few lines of (strategic) reasoning and links to important data, figures in the card. By doing so, every team member can understand why you think this group of users is relevant to your project or company.
[a lazy 30-something male]
In our example, having an inactive lifestyle is an important, strategic segmentation criteria. Being +30 might indicate a better financial position or better access to paid services because of higher work experience and wages. Male could be used to target male-specific traits with a potential solution.
Audience inspiration
People
- a parent of three kids
- a delivery driver
- a travelling businesswoman
- an unmotivated student
- a team member that is working remotely
- a twenty-something male
Entities, Groups of People
- a small business with no physical office
- a large corporate with a big shortage in the available workforce