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Assignment User Persona
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Elaboration of the User Persona homework assignment
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User persona 1 personas for one segment
It’s important that your website meets the wishes and needs of your customer. Therefore, a
persona is created. It’s intended to provide a better picture of your customer group. A persona
is created in the following steps based on the data from the previous assignment.
1. Personal and demographic data
Age: Youth to adults → Early twenties to mid-50s.
Gender: As was announced in the previous assignment, the percentage of men/women
is almost proportional and smart home technology can’t be assigned to a specific
gender.
Position: Homeowners
Income: Moderate to above average (Smart home solutions are usually still quite
expensive).
personal interests: Values living comfort, great interest in the latest technology and
safety.
Based on the personal and demographic data, it can be determined what the persona
must meet. This outlines the main frameworks for creating a persona.
2. Personality
Based on age, the outlined target group belongs to 3 generations. Namely the
generation X, Generation Y (millennials) and generation Z.
Generation X is also known as the practical generation. The generation is highly
adaptable and cynical. Because they are cynical, they often look for information
themselves and only accept facts. They have also moved with the times due to their
adaptability and can be found on social media (Arancha, n.d.).
Generation Y (millennials) are known to be usually busy people. They also feel a high
pressure to have the "perfect life". They are very enterprising and use a lot of social
media and makes choices based on comments on social media (Muusse, 2021).
Generation Z, like the millennials, is an entrepreneurial generation. Generation Z
believes it’s important to be connected and to have access to information. In addition,
they are competitive and have a preference for independence (Newbrains, 2021).
Based on the studies conducted, it can be stated that generations are often looking for
information. In addition, generations don’t buy impulsively and social media is an
important source of information. The previous assignment has already shown that
these generations don’t buy impulsively. Looking at the MBTI model, the generations
fit best with the competitive and methodical personalities. Generation X fits best
with methodical because they make logical and well-considered choices, but after a lot
of information research. Generation Y, the millennials, suits both personalities. They
do research and doubt a lot. But because of the pressure in their lives they will,
sometimes, make quick decisions which suits with the competitive personalities.
Generation Z makes quick choices but choices that are based on facts. In addition, this
fits well with their competitive nature. This generation have competitive personalities
(Knowpower, n.d.).
Based on the above data, it can be concluded that the future persona (Iris) has a
competitive and methodical personality. The persona will be a millennial who, as
mentioned, seeks a lot of information and has a lot of doubts. But you can also make
quick choices due to the busy lifestyle. The persona must therefore comply with this.
, 3. Frustrations / fears
• New developments/trends: The generations described are sensitive to trends.
They closely follow the trends mainly through social media. If new
developments/trends arise, they will be sensitive to them.
• Lack of sufficient information: Characteristic for the 3 generations mentioned is
that they do a lot of research before making a purchase. When a lack of information
arises, they will start to doubt and therefore pause the purchase until they do have
the right information.
• Overpriced products: Smart home solutions are generally quite pricey. Due to the
high price, generations will also do a lot of research whether it’s worth the money.
They will compare the products and look for the best product for the best price.
4. Benefits
• Diverse offer: the website will have a large and diverse offer. Because smart
home solutions are offered for every room in the house, a diverse range is
created. In addition, the offer is ''on trend'' which appeals to the target group.
• Sufficient information: Our website provides sufficient information. As a result,
customers no longer have to look any further and everything about the product
can be found on 1 website!
• Trend-oriented: Smart home solutions are currently a trend. In addition, this
continues to develop because it’s a growing system and more and more is being
invented in line with the times and needs. As a result, the consumer doesn’t
have to worry that the product is no longer on trend.
5. Motivation
The website addresses 3 target groups. The target groups are young people who are
sensitive to trends and who want to be ahead of the curve. Smart home solutions is on
the rise and therefore fits well with the target group. Smart home solutions products are
also a trend. The target group (usually) has a home and would like to make it smarter.
When they start doing research online, this website with information about smart home
solutions should offer a solution. Because it offers a lot of information, it must be
distinctive from the competition and have a clarifying effect for the consumer.
Based on the above data, a persona will be created that matches the descriptions. It
will have to fit in with the outlined framework of personal information, personality, the
frustrations and the benefits.
6. Decision criteria
• Diverse range of trend products
• Product information
• High quality and easy to use
7. Customer journey
In the awareness phase, there will be mainly use of free advertising on social media
through, among other things, the use of hashtags. As soon as the right target group
knows how to find the website, an attempt will be made to bind them to the website by,
among other things, a newsletter. In addition, we also focus on affiliate marketing and
ads with the website. The way of advertising therefore changes as the customer journey
progresses.
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