Segmentation and persona creation are essential steps in delivering a targeted, personalised experience, based on the needs of users.

  • Stakeholder input
  • Qualitative research
  • Quantitative data
persona card
  • Journey maps
  • User testing recruitment
  • User stories

Refining & classifying your audience

There will often be a diverse range of behaviours and motivations displayed by those that engage with your organisation.

Segmentation helps to identify distinct groups within your audience and builds the capacity for you to offer a more personalised, relevant experience to individuals.

By creating personas, we can visualise the characteristics of each segment in the context of individual users and customers, and this builds empathy.

Empathy strengthens our understanding of user needs and journeys. It focuses decision-making, so that features and communications are prioritised effectively.

Segmentation & personas case studies