Understanding Customer Needs with Personas

Do you want to create service experiences that really resonates with your customers – and connect their drivers and motivations to your service offering so that you can design better products and services? This class will teach you how to get started with personas – a tool that allow you to model authentic customers into actionable representations of your target audience. Persona work takes you deeper than most other "target group profiles" do, and lets you find out what your customers need, desire, and aspire to.

At the end of the project, you will have a thorough understanding of the Persona concept, and have experienced the process of creating a complete persona from scratch in the class project.

• Introduction to Personas
• What are personas and why do we need them?
• Goals and Behaviors
• Project: The Persona Creation Process
• Step: Data collection
• Step: Behavioral and demographic variables
• Step: Identify Goals
• Step: Prioritize and flesh out the details
• Step: Creating the Persona Deliverable
• Conclusions and Next Steps