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attentive Personas
Meet Johnson. A 22-year-old small business owner that sells coffee subscriptions in Florida. He has similar needs to that of a 48-year-old fisherman in California who sells at the local market, they both want to: increase awareness of their business, make more money, and create repeat customers. Instead of creating individualized experiences, why don’t we create a set of semi-generalized personas that would encompass both of these individuals, as well as other small business owners? We can then better understand how these users have different needs, constraints, and habits, from an enterprise customer.
Our existing personas centered around what Attentive could do for a small business owner like Johnson, without delving into the day-to-day lives, pain points, and motivations of our users. I wanted to flip the script and create a more user-centered persona so that we could better understand how Attentive’s value proposition differed for these various personas.
Doing so uncovered opportunities that led to the design of new features. For example, we noticed that many small business owners needed help with the time and effort it took to create a campaign, so we launched additional templates with more customization for various business types.