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User Personas

Evidence-based audience segmentation

Evidence-based user personas, also called “archetypal users,” serve to guide successful digital products. They help teams keep end users front and center during the design process. (Usability.gov publishes a good primer on this topic.)

Interface Guru gathers and conducts user research, taking your team through a process of discovery about the different kinds of people that make up your audience. The result: reliable user personas that reveal what your customers actually want and need to do online.

Interface Guru example of a user persona profile Interface Guru example of a user persona profile Interface Guru example of a user persona profile

Defining user types with evidence-based, specific criteria.

Assessing existing audience segmentation: Red flags

Your organization may already use some kind of personas or audience segmentation. When you review those segments, keep an eye out for these red flags:

  • Interactions with your product based on what marketers hope the user will do
  • User characteristics based on who marketers hope is the customer
  • Your products have no competitors
  • No cited research or analytics are available
  • The information has remained unchanged for years
  • No one knows where the user personas originated, or, the user personas were created entirely by internal staff with no user input

User personas by Interface Guru

We combine of existing research, digital strategy, and user testing to create the most reliable profiles of your users. We help you identify which criteria are most important to product success. And we clarify where user goals diverge from the organization’s assumptions.

  • Based on evidence, defined by specific criteria
  • Real user priorities are identified and prioritized
  • Designed to be extensible as you conduct additional research or add products
  • Tailored to your specific industry and culture
  • Customized to your product or service