Breakout companies serve lots of different kinds of buyers. And buyer personas represent those very real people who need your product. Well defined personas allow your entire team to empathize with your customers pain points and better understand their needs.
In Aha! you can build detailed personas to capture descriptions, likes and dislikes, and metrics like income and education. You can even add a hero image visual to put a face to your persona and make it a perfect item to add to a notebook presentation.
With your personas created, you will need to add the special "Personas" custom field to your products, strategic initiatives, releases features or ideas. This allows you to then use your personas to generate reports and present on how the functionality you are adding to the product drives value for your target users.
Add personas to your strategic overview
Personas in Aha! are located under Strategy -> Personas.
The first time you visit the personas page and click "Add a Persona" an example persona card, Paul: Pro Racer, will be added. The persona for Paul provides an example of the type of content you can build out on the Personas screen.
On the left side of the screen, you can click "Add a persona" to add a new persona. Adding a new persona will immediately bring up the persona slide out card which allows you to define the fields for your persona as well as add content to the fields. To edit an existing persona, simply mouse over the top section and an edit option will appear which brings back the persona slide out. The edit screen is also where you can delete personas (such as Paul's) by clicking the action drop down.
Aside from editing the content of the persona, you can also rearrange the order in which it is displayed by dragging and dropping the various components on the main persona card. By default, all fields will be displayed on the card, but you can hide any of them simply by mousing over and clicking the "x".
As soon as you hide a field, a new option for "Hidden fields" becomes available alongside the edit option. The Hidden fields option allows you to re-enable any fields you hid. Data associated with fields you hide is also retained and will still be there if you unhide a field.
You can re-order the persona list on the left hand side by hovering over a persona card and clicking and dragging the move icon that appears to move it up and down the list. This helps to ensure your target personas are well prioritized and easily visible.
Defining your personas
It’s important not to rely on your colleagues or the sales team -- or simply turn to surveys -- when creating personas. To make personas as real as possible, you must speak directly with your customers and prospects. Keep asking, “Why?” until you understand their challenges and motivations. If you speak to enough customers, patterns will start to emerge. This will allow you to distill key insights that can be used to characterize each persona.
Consider pursuing and answering these key questions for each persona that you create for your product or service:
- What is the customer trying to achieve?
- Why is the customer trying to achieve that goal?
- How will the customer be impacted if she cannot achieve the goal?
- Which alternatives might help the customer reach their goal?
- What must you deliver for the customer to reach this goal?
The first three questions distill the essence of each persona. The second two can help you win the heart of the customer -- and get paid for doing so.
If you build out a product hierarchy where your team defines personas at higher levels in your account, personas have the ability to be inherited to all child products and product lines. This will happen by default and all inherited personas will be identified along the left hand navigation.
Move or Copy Personas between Products
Personas can be copied or moved to other Products and Product Lines. Perhaps the Persona was created in the wrong place or maybe the Persona you created for a Product could be better used against an entire Product Line and inherited to across Products.
From the Persona details press Edit to open the persona details. Then from the Action button select either Copy this Persona or Move to another product.
Add the personas custom field
Custom fields can be added to your products, strategic initiatives, releases, features and ideas. Personas have their own custom field type that pre-populates with the list of your defined user personas and allows you to easily associate the personas with the different data objects in Aha!
Just go to your product settings and click "Custom fields" to add the personas custom field. If you want the custom field to be automatically added to all products in your portfolio, add the field to a product line instead of a product and it will automatically inherit to every product under the product line.