The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
Behavioral personas take the basic personas one step further.
Personas are imaginary people representing the user, audience, or customers of a market segment based on real market research data. With personas, you get answers to questions such as: “Who is the customer?” “What do they want?” and “How can you give them what they want?”
Behavioral personas tell you what you know about an already well-defined target audience. Behavioral personas can give you insights into why the system is or isn’t working for this particular group of people.
Behavioral personas are cost-effective: as you already have the user data from user research.
For example, a usual persona would be “Mark, Male age 35-45 years old, Father of two, married, college graduate, own a house, is interested in: sports, cars, racing, … etc.”
Whereas a behavioral persona would look something like “Mark, a game tester who spends 60% of his time at the office on our – ‘your systems name here’ – to debug the issues regarding game performance, he mostly uses “features a, b and c” on the system … Mark has the influence to suggest new software’s for his company.”
How do you make Behavioral Personas?