Persona creation

I'm currently in the process of identifying ‘trading’ personas (still in the assumption phase). People who are actively engaged in the trading industry. I've never actively steered persona creation and want to ensure that I'm on the right track.

I haven't yet had the chance to do any quantitative/qualitative research (1-on-1 interviews/data analysis), but wanted to come up/identify overarching themes/questions I would like to clarify for our personas, areas that I feel are worth investigating at this stage.

Below is a list of questions/areas I think are worth identifying. Is there anything that you feel is fundamentally missing and/or areas that you feel would be misleading/not needed?

I'm a bit out of my depth here and thought it's worth asking…

General areas to investigate

  • General
  • Age
  • Gender
  • Nationality
  • Geolocation
  • Children
  • Occupation
  • Highest education

Technology

  • Connectivity (Low/Mid/High bandwidth)

Mobile systems

  • iOS

  • iPhone

  • Android Other

Devices

  • Mobile devices (iPhone/iPad/Samsung etc.)
  • Mobile screen dimensions
  • Laptop (Laptop screen dimensions)
  • Desktop (Desktop screen dimensions)

Digital literacy/tech savviness

  • Internet usage (Frequency)

Preferred browser

  • Safari

  • Firefox

  • Chrome

  • Internet Explorer

  • Other

Literacy/Reading level

  • Competent reader

  • Struggle to read (Problems reading English etc.)

  • Non-native reader

Channels

  • Social channels (Twitter, Facebook, Instagram, LinkedIn etc.)
  • Networks (Trading forums, meetups etc.)

Accessibility/Impairments

  • Colour blindness
  • Dyslexia
  • Hard of hearing
  • Vestibular disorders (Motion sickness) etc.

Domain knowledge

  • Frequently visited websites (Financial news portal etc.)

Usage frequency

  • How often do they use our product

  • How often do they use competitor products

Interest

  • Hobbies, general interests…

Goals/Wishes/Motivations

Context

Context of use

  • When do you usually use our/competitors products? (At what time/s)
  • Where do you use them? (Living room/office/bed…)
  • What are you usually doing while using our/competitors product? (Reading/watching the news etc.)
  • What makes the experience of using our/competitor product so enjoyable?

Common frustrations

  • What do you like about product X? Why do you think that is?

  • What do you don’t like about product X? Why do you think that is?

~~ (Potentially identified personality/trading types… not sure yet)

General personality type

  • Mainstreamer (Part of the mass, not afraid of change as long as it’s safe). Often favouring big and well-known value for money. Aspirer (Striving for status and recognition.) Often younger, clerical/sales type occupation.
  • Succeeder (Strong work ethic, well-defined goals. Brand choice based on reward, prestige – the very best . Usually attracted to ‘caring’ and protective brands … stress relief) Often in top management position.
  • Resigned (Living the good, quite, traditional life – sticks to the safe and familiar. Brand choice stresses safety, familiarity and economy.) Often older.
  • Explorer (Always taking the path not taken before. The first to try something new.) Often younger.
  • Struggler (Always looking for escapes, no power to move in, disorganised, gambler. Brand choice involves impact and sensation.)
  • Reformer (In constant personal growth, socially aware individual.) Often of higher education.

Trading personalities TBD (Not yet fully defined)

  • Practical (Reliant of facts, numbers, specifics Present-oriented, concerned about problem at hand)

  • Rational (Governed by rational reasoning Objective, cold, impersonal Logical analysis and objective methodologies to solve problems and make decisions)

  • Intuition (Insightful and inspirational Relies on insights, theories, trends Future-orientated)

  • Emotional (Governed by emotions and feelings Sympathetic Concerned Supportive of others Makes decisions and solves problems based on ‘gut feelings’, ‘values’, ‘good/bad’ etc.)

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