Take a look at the changes we've made to our privacy policy effective May 25, 2018. By continuing on this site you agree to the terms stated in this policy

Read More Close

The Current

Thought Leadership

Market strategy essentials: Persona building 101

Like all the best movies and music, personas were first introduced in the mid-‘90s. Brands continue to use them to better understand their audience and meet consumers’ needs.

For instance, instead of designing a site that appeals to a generic demographic (i.e. women between the ages of 30-55), a persona creates a character with specific details that embody the target audience (i.e. Rhonda: a single mom of 3, age 36, lives in Idaho, nurse, makes $60,000 a year, likes to nap if she ever gets a chance).

This persona story helps designers understand not just “How would a middle-aged woman use this site?” but, “How would Rhonda use this site? What would Rhonda struggle with? Would Rhonda be trying to look for the store hours, or is she coming on the site to Christmas shop?” A better understanding of the user affects the usability of the site, taking a company’s design and user experience to the next level.








VOLTAGE is a digital agency specializing in eCommerce, digital brand experiences, and web apps. Get emails and insights from our team:

Like What You Read?

Share it. Your followers will thank you.

About Heather Mierzejewski

Heather Mierzejewski

Heather McWilliams Mierzejewski joined VOLTAGE in 2015 after escaping journalism’s tentacles. She crafts accurate, relevant copy on demand and thrives in detail-oriented, deadline-driven situations.

View More Articles by Heather

Read More The Current