How To Work With Personas In Figflow

I still remember the early days when we were building Figflow and trying to figure out how to truly put our users at the heart of everything we did. As a product strategist and designer myself, I quickly learned that understanding your audience isn’t just a box to tick; it’s the secret ingredient to crafting designs that truly resonate.

What Are Personas and Ideal Customer Profiles (ICPs)?

For me, personas have always been more than just a marketing term. They’re semi-fictional representations of the people I design for—real, nuanced individuals whose needs and dreams shape every design decision I make. An Ideal Customer Profile (ICP), on the other hand, pinpoints the exact characteristics of those who benefit most from our product. Knowing this helped us focus our energy where it matters most.

When I first started, I realized that defining these profiles was the foundation of our design strategy. It’s what kept our projects grounded in reality and ensured that every feature we built was user-centric.

How I Create a Persona

Creating a persona is part art, part science, and a lot of heart. Here’s how I’ve honed my approach over the years:

1. Conduct User Interviews

I always begin by talking to real people. Sitting down with potential users, asking about their daily challenges, and listening to their stories has been invaluable. These interviews aren’t just data collection—they’re conversations that spark insights.

2. Identify Common Characteristics

After gathering a lot of feedback, I look for patterns. I ask myself, “What traits do these individuals share?” Whether it’s their habits, preferences, or the challenges they face, these recurring themes help me create a well-rounded persona.

3. Research Online

No single interview can capture the whole picture, so I complement my findings with online research. From industry reports to forums, I dig into every resource that can give me a broader perspective on my target audience. This comprehensive approach ensures I’m not missing a beat.

Defining Jobs To Be Done (JTBD)

One framework that changed my perspective is Jobs To Be Done (JTBD). It’s all about understanding the specific tasks users are trying to accomplish with a product. I remember the moment it clicked for me: instead of just asking “Who are they?” I started asking, “What job are they hiring my product to do?”

How I Use JTBD:

• Identify Core Tasks: I list out the main tasks my users need to complete.

• Map the Process: I break down the steps they take, uncovering where the friction points lie.

• Integrate into Design: This insight directly informs how I prioritize features, ensuring every design decision simplifies the user’s journey.

Defining Needs, Pains, and Anxieties

Once I understand the jobs my users are trying to get done, I dig even deeper. I focus on identifying:

• Needs: What essential benefits are they looking for?

• Pains: What challenges or frustrations do they encounter?

• Anxieties: What worries keep them up at night about using a product like ours?

Over the years, these insights—gathered through countless conversations and observations—have helped me fine-tune our approach to design. It’s not just about creating a product; it’s about addressing real human emotions and challenges.

Bringing It All Together in Figflow

At Figflow, we designed our platform to seamlessly integrate these user insights into every project. Here’s how I personally incorporate personas into our design workflow:

Step 1: Create Your Persona

I start by drafting a clear description of my ICP. This means writing down all the key details—demographics, behaviors, and the characteristics that define my ideal customer. Then, I enrich that description by adding in the JTBD, needs, pains, and anxieties gathered from my research.

Step 2: Save Your ICP

Once my persona is fully fleshed out, I save it within Figflow. Having it stored in our system makes it easy to reference and update as I learn more about my users.

Step 3: Start a New Project

When kicking off a new design project, I always add one or more of these personas. This ensures that every design decision is grounded in real user insights from the very beginning.

Step 4: Link Personas to Design Frames

One of my favorite features in Figflow is the ability to link personas directly to specific design screens. By clicking on the 'add insights' button when selecting design frames, I can attach relevant personas. This not only keeps the user’s perspective front and center but also helps Figflow’s AI generate even more targeted and effective design solutions.

Get started with Figflow

Working with personas has been a game changer for me—and for Figflow. The shift from abstract user data to tangible, relatable profiles has made our designs more intuitive and impactful. By integrating detailed ICPs, JTBD insights, and the emotional nuances of our users into our projects, we’ve been able to create products that genuinely meet user needs.

Ready to take your design projects to the next level? Dive into Figflow, create your personas, and let your user insights shine through every design decision. Together, we can create products that truly resonate.