Refining & classifying your audience

User-centric solutions succeed where others fail because they address user need. 

Creating reliable and realistic representations of your key audience segments help teams empathise with their audience. This empathy focuses decision-making and is essential when prioritising features. It also enables a better understanding of user needs and journeys on a granular level. Personas fundamentally inform many other parts of a typical project process, such as experience mapping, service blueprinting, interface design, content and communications. 

Breaking down an audience into personas also allows for segmentation and personalisation of content and the creation of campaigns that addressing specific user need. Leading to much higher goal completion, onboarding, and conversion rates.

Segmentation & Personas Case Studies