Behavioral Personas: How Influur Generated Organizational Alignment

Note: This is an in-person event.

Description
Personas have a complicated reputation, sometimes getting a bad rap for being too reductive, complex, or speculative. But useful personas are possible! With some up-front investment and a focus on behaviors instead of demographics, you can create tools that promote alignment and save your organization time and money in the long run.
This talk will detail how the startup Influur conducted research to develop a deep understanding of user behaviors, mental models, and pain points. We’ll discuss the process they used to generate behavior-based personas, including how they:

• pitched the project
• gathered data and produced insights
• created persona archetypes
• influenced business, product, and marketing strategy

This talk will be especially useful for people who work with early-stage companies or innovation teams, but anybody who creates new product offerings or who wants a deeper understanding of their users should find value in the conversation.

About Jasmine
Jasmine is a digital designer, people researcher, and linguist. She helps early-stage companies define and design new zero-to-one digital products. Her process leverages insights about behaviors, language, and emotions to drive innovation and create useful products that people enjoy. Currently, Jasmine does user research and product design for Miami-based marketing startup Influur.