I chose to
do a persona for Under Armour Brand sports clothes. For the brand I introduce, Mike the hip, must
look good while working out 18-25 year old.
As Mulder et al (2007) suggests the biggest challenge to creating
personas is the fact that it is often hard for us to step outside of ourselves
in order to get a clear picture of who we are creating the persona for. Also, Mulder suggests that research is needed
to develop a clear picture of who the audience is and how they will interact
with the persona.
In Engagement Using Personas, Hogg and Rutledge suggest that
what makes up a personas is more than just a market segment but includes,
goals, beliefs, motivations, interactions and identity. According to the Under Armour website, “Under
Armour’s mission is to make all athletes better through passion, design and the
relentless pursuit of innovation. – their idea of their beliefs, values and
goals ("Under Armour Sports Clothing, Athletic Shoes &
Accessories", 2015).
But from the consumer end, Under Amour appeals to those who
want “gear engineered to keep athletes cool, dry and light throughout the
course of a game, practice or workout ("Under Armour Sports Clothing,
Athletic Shoes & Accessories", 2015). What the website fails to
mention and what our personas Mike will demonstrate – is that there is more to
buying Under Armour than its ability to wick away moisture, people also think it’s
cool, trendy, and fashionable.
One of the issues I had was knowing what to include or not
include. Jacobson et al (2008) suggests
that personas inherently have a drawback in that while they try to represent
the user it is often very difficult to represent a user “vividly,” because it
is hard to know what is or not important to include.
|
Mike, Male 18-25
years old
Mike the hip, must look good while working
out 18-25 year old
|
||
|
Facts: Factual
information about your target customer.
·
Mike works out three or more times a week (considered the minimum to
be considered athletic)
·
Mike plays at least one sport, pro, semi pro or scholastic
·
Mike cares about how he looks while working out
·
Mike also wants to buy whatever he perceives to give him an edge
·
Mike has disposable income
·
Mike is a “trendy-Trevor,” and loves sports fashion and is heavily
influenced by his peer
·
|
 |
|
|
Pain: the problem
you believe your customers have.
·
Mike wants to look good while working out, but also wants to be
perceived as trying anything to give him an edge, sports apparel being only
one of his pursuits.
·
Mike wants desperately to be considered fashion forward
|
Solution
your product/cause/service offers
·
Under Armour is a brand that is not only, cool, and trendy but also purports
to have a positive effect on its users
·
“Gear engineered to keep
athletes cool, dry and light throughout the course of a game, practice or
workout,” ("Under Armour Sports Clothing, Athletic Shoes &
Accessories", 2015).
|
Psychological
impact or roots of pain
·
Mike is unhappy with products he buys that do not make him feel
“cool,”
·
Mike doesn’t care about the expense of being considered cool but can’t
find a brand that makes him feel rewarded for paying way above market value
for sports apparel.
|
|
Behavior: Existing
behavior your customers have because they don’t have your solution
·
Frustration regarding buying products that don’t give them an edge
·
Issues with their inferior products not providing a feature that
“wicks,” away moisture and makes cotton clothes sticky
·
Needing to wash their cotton clothes over and over
|
How
their lives will be transformed by what you offer?
·
They will become part of a brand that aims “To Make All Athletes Better Through
Passion, Design And The Relentless Pursuit Of Innovation.
|
Psychological
drivers of behavior
·
Cognitive biases:
·
Bandwagon or consensus bias
·
Predictive heuristics – Mike does not use actual data to support his
buying choices.
|
|
Goals/Needs: What are your
customers trying to accomplish through the behavior
·
The desire to sweat less during physical activity
·
The need to use less t shirts and do less laundry
·
The need to feel cooler in extreme conditions.
|
How
will your solution allow them to achieve a goal? Does your solution solve all or part of
their goals and needs?
·
By being engineered with moisture-wicking
performance fibers, the shirt helps keep athletes cool, dry, and light in the
most brutally hot conditions.
|
Psychological
drivers of goals and needs
·
Malsow’s hierarchy – sef esteem needs, social and self-actualization
needs
·
Cognitive biases
·
|
References:
Jacobs, A.,
Dreessen, K., & Pierson, J. (2008). "Thick Personas": Using Ethnographic Methods for Persona
Development as a Tool for Conveying the Social Science View in Technological
Design. Observatorio (OBS*), 2(2).
Mulder,
Steve, & Yaar, Ziv. (2007). The User Is Always Right: A Practical Guide
to Creating and Using Personas for the Web. Berkeley: New Riders.
Rutledge,
P., & Hogg, J. (n.d.). Engagement Using Personas. Retrieved March 5, 2015,
from http://moodle2.fielding.edu/mod/book/view.php?id=29075
Under Armour
Sports Clothing, Athletic Shoes & Accessories. (n.d.). Retrieved March 9,
2015, from https://www.underarmour.com/en-us/
Wroblewski,
L. (2010, November 9). UI15: Developing Successful Personas. Retrieved March 9,
2015, from http://www.lukew.com/ff/entry.asp?1241
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