Different types of people explore your site or product. Understanding who they are, what they need and how they behave can help you think from a user-centred perspective and tailor your digital service to provide a better customer experience.

We can help you get there by identifying the key ‘personas’ using your digital services. These are fictional characters based on research and project knowledge that represent your archetypal site users.

They represent users during the decision-making process, helping to:

• keep user-centred thinking central to the project team
• set priorities and inform design choices
• provide insight into target audience goals and behaviour.

Personas are quick to develop and ensure your decisions are based on user-focused research. They lead to tidy customer journeys and in the long run save your business time and money.