Creating personas in UX strategy
After analyzing the available information and conducting market research for the
needs of the brand and website, next step it to start working on the UX strategy to achieve
the brand goals and create a successful website.
In the process of creating personas it is usually assumed that the concept refers to
the target market in the segmentation of a brand or campaign, that is, terms often used in
marketing to describe user groups to which the brand or product is targeted to.
The traditional target market is usually a set of users formulated on the basis of analytical
data or information collected in the course of market research.
What is persona in UX?
Personas are commonly used tools in UX design. It is a fictional character with
human behavioral characteristics and needs that reflects the segmentation of the target
market. In UX personas are a representation of the real target audience data, collected in
previous research phases such as user interview. It is suggested at this point to gather
information from at least 6 interviews. The information collected that overlap allows to
look for patterns. Personas are archetypical users whose goals and characteristics
represent the needs of a larger group of users. Persona representations include behavioral
patterns, goals, motivations, skills, attitudes, and background information, as well as the
environment in which a persona operates.
Empathy maps help define the emotions accompanying a persona in the context of
a product. It gives a detailed portrayal of the given user types by answering four simple
questions: what the user thinks, says, does and feels. It is a fairly easy technique that
allows to understand a person, focus on their product-related experiences and needs.
Overall, empathy maps are incredible tools that help designers, product managers,
stakeholders, and other team members in understanding the end-user better, gain empathy
and get familiar with their behavioral patterns. In the context of maps, empathy plays a
very important role. Leaders of global enterprises are well aware of the importance of
empowering the user, understanding his needs and emotions.
Creating a solid information structure
One of the fundamental elements of a successful website is navigation. How the
user navigates around to find what they are looking for? If the menu items are not
marked correctly and the information in the related sections is not classified, it may
be difficult for the user to find the content of interest. In such cases, the user leaves
the website irretrievably, believing the information he is looking for is not there.
Sitemaps are used by web designers to create tables of content available from the
footer level, including a full list of all subpages. The link in the footer takes the user
to a separate page that allows to search for those pages that cannot be included in the navigation system. Over the time sitemaps evolved from the list of pages available in the footer to a fully-fledged module of a well-functioning website. In recent years, XML sitemaps have started to be used for SEO purposes to give an easy access to the
content of the pages. This type of map is not available to the user. In the context of UX, a sitemap has turned into a key component of the UX design process of a website. The sitemap is a basic diagram illustrating how related content is grouped, as well as the hierarchical structure of the website, i.e. the relationships between pages and the
dependencies between them.
The sitemap contains basic information:
• Structure – a preview of all sections allows to define the scope of work on the
• Flow – the hierarchical structure provides UX teams with a general overview
of all pages, both available and hidden, and the path of the user’s journey
• Relationships – a set of content gives the team responsible for creating copy a
clear understanding of the relationships between different sections of the
content as well as the ability to identify possible duplicate content.
Creating user’s journey
User’s journey is a visual representation of the path that the user takes through the
website to achieve the goal. Each step of this journey consists of decisions that the user
makes to move on to the next step.
The task of the UX team is to break down the user’s journey into individual steps and
review them to ensure that the walkthrough goes as smoothly as possible. User’s journey
can be divided into two types:
• the current path of the user’s interaction with the website
• the potential path of user’s interaction with the website
Benefits of creating user’s journey:
• understanding the user’s behavior towards the product or website
• indication of obstacles that prevent the user from moving to the next stage
• verification of the value proposition and business vision
User walkthrough maps can differ, but every map is always based on the same elements.
Key components of the user’s journey:
Personas – need to know who the users are to create a map. Personas should be
matched with specific needs, emotions, and goals.
• Context – the user’s walkthrough narrative must take place in a specific
environment. The walkthrough may take place within specific time frames.
• Emotions – it is associated with many different emotional phases, through which
the user must go through to reach the goal, some may be positive and some
negative. Ideally, the user should not perceive negative emotions during the
• Touchpoints – points of contact can be social media, online stores, and service
offices, which play a vital role in discovering gaps in the user’s journey and
addressing any negative emotions.