Customer Personas

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 Why is it important to
understand the people for
whom you are solving
problems?
 Definition: Customer persona

A fictional character who

represents the essential traits of
your customers.
 Gathering customer information

Primary research Secondary research

How: How:
Talk directly with your Locate and interpret existing
customers data (StatsCan, IDC, etc.)

Benefits: Benefits:
Great for understanding Great for understanding broad
values and pain points trends (e.g., 60% of schools
struggle with)
Limitations:
Time consuming Limitations:
Small sample size Limited insight into individual
needs
 Building multiple customer personas

There will be different customer segments

who engage with your product.

So lets create
multiple customer personas.
 Customer persona template
Name: Customer segment: ______________________
__________________________
Who are they? Purchasing decisions?

Picture

Sample quotation Goals & pain points

Name: Philip Exampleton Classroom teacher
Customer segment: ______________________
__________________________
Who are they? Purchasing decisions?
28 years old Tries new resources
based on colleague
Has been teaching recommendations
grades 7 & 8 for 3 years
Highly active on Twitter:
Works at a medium-sized #edchat, #gafe
public school in a lower
socio-economic Can request small
neighbourhood amounts of money for
Goals & pain points resources, but has no
control over budgets
I really want to make a Highly artistic and creative,
difference at my school, and Philip wants his students to
I want my superintendent to try new things, but is often
help me make a difference frustrated by the lack of
in other schools as well. time and money to do so.
Name: Monica Profiletti Superintendent
Customer segment: ______________________
__________________________
Who are they? Purchasing decisions?
49 years old Attends 4 to 5
educational
Oversees 7 elementary conferences per year to
and 4 secondary learn about new
schools resources

Was principal of an Has a budget specific to

elementary school for 4
years before moving to
her current position
I want my schools to take
full advantage of new
technologies that increase
learning, but the costs have
to make sense.
educational
technologies
Goals & pain points
Bulk purchases must be
Monica wants to help her approved by a
teachers with innovative committee
new classroom resources,
but is often frustrated by Prefers to work with
slow adoption rates. official vendors
 Who are you solving problems for?
Name: Customer segment: ______________________
__________________________
Who are they? Purchasing decisions?

Picture

Sample quotation Goals & pain points