Personas

Clickthrough user personas are fictional characters created to represent the different user types within a targeted demographic. The Clickthrough personas portray the goals, tasks, attitude, behaviour and potential obstacles your website users may have when trying to complete their tasks on your website. 

Benefits of User Personas

Locally and internationally, personas are fast becoming essential references when determining website design, content and online marketing needs. The primary power of Clickthrough personas is in matching the business goals of your website to human goals, so as to increase visitor satisfaction and goal completion rates. Clickthrough personas ramp up user goal completion rates by ensuring the website speaks their language and by anticipating and answering questions that cause friction in the user goal completion process.Clickthrough user personas have a direct benefit in the following areas: 

• Better product quality leading to improved user satisfaction, higher goal completion rates and better return on investment.
• Important part of a briefing for different agencies or departments.
• Decision making instrument to guide and direct discussions, meetings and presentations.
• A ‘tool’ against groupthink, subjectivity and information overflow.

Clickthrough user personas answer the following key questions:

• Persuasive. Do users understand what we offer? Does the website immediately answer ‘what’s in it for me’?
• Intuitive. Do users instinctively know what to do when trying to complete their goals on your site?
• Usable. Is your site user friendly?
• Accessible. Is your site accessible to your personas?
• Functional. Does your site do what users need it to do to satisfy their needs (complete their goals)?

 Persona Design MethodologyThe Clickthrough persona design process typically includes the following key elements. 

Conduct Research

At a basic level the Clickthrough user personas are synthesized from data collected from user research, keyword research, and website analytics against business objectives. Clickthrough is also able to conduct additional in-depth research in the form of online surveys, in-person customer interviews, review of help desk responses, and industry analysis. 

Persona Design 

The Clickthrough user personas are captured as one page descriptions with fictional personal details and photos to make the persona a realistic character. Up to four personas are created, with one persona presented as the primary persona.User personas should be treated as a primary reference point when determining core design elements, such as wireframes and graphical interface design.