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Design persona

Design Personas

Design personas are developed when the business focuses more on the customer or consumer goals, current behaviours, and pain points as opposed to their buying or media preferences.

Following are some of the pros and cons of using design personas.


  • These personas are usually based on primary research conducted with real people and not from an educated guess or secondary research approach.
  • They essentially provide a solid foundation as to why your customers or consumers do what they do, giving you strong direction on what you need to do to deliver great products or services and outstanding marketing activities.


  • They lack information about the buying needs and motivations of the customer or consumer.
  • They do not include media preferences which can make it difficult to identify where to focus your marketing messages.

The design persona is used for communicating your research insights and the goals of your customer or consumers.

For information on Design Personas see the Related Links section.

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This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University