An Expert’s Guide on User Persona Research [The UIArt Method]

| UX Design

Dexter is a Digital Marketing Manager at a Packaging Company. He got married 3 years ago and now has taken a new home for his wife and child. He works throughout the whole week and on weekends, he goes to social gatherings. He is seeing a stable life after many years along with a heavy cash inflow every week.

At this point, our friend Dexter is looking for ways to invest his money. Because he firmly hangs onto the quote of Warren Buffet, which is- “Don’t put all your eggs into 1 basket.” Apart from this reason, he’s a bit tensed about the future of his family. He is getting older and it’s becoming tough to keep up with the new changes in the industry.

Now, what was all that about? Who is Dexter and how is he related to our topic here?

Well, Dexter is a fictional character created by us. We created Dexter while creating a UI design for a Financial Solutions Agency. To be more specific, Dexter was a user persona for that particular work.

Now that we’ve got a clear understanding of what a user persona is, let’s dig deeper into the details-

How does UIArt Create Buyer Personas?

In UIArt, We offer Website, Mobile App, Branding, and SaaS solutions. We basically offer all the UI/UX related solutions for these categories (See our service page). So, after completing 51 Projects we can say that we’ve become an expert on creating User Personas.

At this point, UIArt has developed a unique method of researching user persona. However, we are still improving our style, and everything related to it. But let’s take a look at it anyway-

Step 1: Envision your Ideal User or Customer
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How good is your imagination? How deep can you think? In the first step, you have to find out for whom your content or solution is for.

Let’s think of a real-life example. While writing this content we are thinking of the people who might be interested in this topic. People like, SME owners who love going digital, Business Managers who have a keen eye on learning digital marketing stuff.

Hope this example made step 1 a bit clear to you. If not then we have a way to make it crystal clear. Ask these questions and you’ll get a clear image of your ideal customer-

  • Who is your User? (the demographic details)
  • What is the job title and function of your User?
  • Which industry is your user related to?
  • How long has your user been working in the current organization?
  • What expertise does your user bring into the current role?
  • How does your user’s job relate to other jobs in the company?
Step 2: Get into the Regular Life of your User (Career perspective)
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Once you explore the upper shell of your user, it’s time to get deeper. And the best way to start that is through knowing the daily life of your user. To make everything easier here too we have a developed a set of questions. So, let’s take a peek at those-

  • What goals would make your user successful in job life?
  • What job-related changes frustrate your user the most?
  • What specific problems are creating this frustration?
  • What is hindering your user from solving those problems?

Now you might have a question like this-

I already know my character why would I need this information? Well, you’ll understand the reason in a bit.

Step 3: Relate the User’s role to your Business’s Buying Cycle
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You have to be prepared for every outcome possible. A buying process is pretty complex no matter what its type is. If your business is a B2B then step 3 is especially for you. Normally, business buying processes are a bit more complex than the normal buying process.

As a result, you have to do some more digging. Now, why do we need this extra digging? Well, you’ll understand just by seeing the next question set-

  • 01, Where might your user get a pushback while opting for your solution?
  • 02,Who else might influence the decision of your user?
  • 03,Does the user need others to sign off for this decision?
  • 04,What questions might your user ask to satisfy his criteria while making a purchasing decision?
  • 05,What obstacles might stop the user from satisfying the criteria?
  • 06,What keywords might the user use to search for answers?

Among these questions, some might even help B2C businesses. Number 2, 4, 5, 6 are applicable for both business and individual buyers/users.

Step 4: Barge into the Communication Info
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Here the goal is to find the content preferences of your user. Once you are done with this step, you will know almost everything necessary for your user. After gathering up the knowledge, you’ll be able to create potential content ideas. And these content ideas are sure to catch the attention of your user.

01, How does your user typically access content?

Does your user have any favorite content format? Does he like minimal or extravagant contents? What is your user’s preferred device? When is your user the most active?

With the information gathered from here, you can finalize your content type. At this point, we decide our UI design theme. We decide whether we should focus highly on mobile-friendly UI designs or not.

02, How much information cravings does your user have?

Here you have to decide whether over the information will shoo away the user or customer.

03, What or who influences your user’s content consumption?

Who is your user’s most trusted person in case of content engagement? Is it industry analysts? Vendors? Thought leaders? Friends? Colleagues? After knowing you can use anything related to them.

For example, while creating content if you know your users might be a follower of Neil Patel or Brian Dean, then you can use their reference. Even a small reference about them might give your engagement rate a boost.

Step 5: From Insights to Strategic Goals
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This is actually a bonus step. You already have all the information about your user. You can simply use the things your user likes to make contents.

Now you can develop some engagement scenarios in this stage. Build up some questions, hesitations, concerns or doubts that your persona might generate. You can generate answers or solutions to those problems. Later on, you can create content based on the answers.

How to Gather Data?

There are a lot of ways to gather data in this modern world. The best way is through using data science. But it’s okay if you don’t have access to data analyst or data scientist. We have gathered up some ways that everyone can follow-

  • Consult with your sales team (In our case we consult with our client company sales team)
  • Interview your support staff
  • Personal Customer Interview
  • External Research
  • Content Performance Testing
  • Progressive Profiling
  • Content Consumption Pattern Analysis
  • Sentiment Analysis (Use social listening tools for this)

Most of these are pretty easy to access.

Bottom Line

Now that we’ve laid out our secret, we hope that you achieve better results. However, we at UIArt are still evolving this method. We are trying to make it more efficient and effective by all means. Thank you.

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