In a world in which the service market is ever-growing and increasingly competitive, it is critical to thoroughly understand your customers’ needs, context, and behaviour. Our new framework of data-infused user profiles leverages the benefits of qualitative insights and solid quantitative validation. We believe data-infused user profiles can help organisations to create internal alignment, guide decision-making, and steer innovation.
As designers, we often rely on personas as a pivotal tool in our design process since they allow us to frame our user insights in a way that inspires and communicates efficiently. As the starting point for ideation, well-built personas are key for proper innovative solutions. After years of using our trusted need-based persona framework with clients, we also started observing an increasing need to use them in strategic decision-making.
We started getting questions such as: Which persona has the most significant market potential? How do we recognise the personas in our user data? What is the most important user need we should address?
Although these were tough questions, they made sense. If you start pouring millions into developing a new platform, 20 insightful interviews can point you in the right direction but still lack the ‘oomph’ to actually start making decisions.