How well do you know your customers?

🧐 Well, you know they use your product…

🧑‍💻 You sometimes write user stories for them, but not based an any particular persona…

🕵️ You did talk to a customer once; it was interesting, but now you aren’t sure where those notes went…

So that you can provide value to your customers, you really do need to get to know them well. What are the goals, motivations, and pain points that bring them to your product?

This is pretty important stuff, so let’s take a look at 7 reasons why it’s good to have a healthy level of customer obsession in your agile teams...

1. Agile and customer value go hand-in-hand

Agile is all about the customer. At least, it should be.

It’s right there in the first two agile principles:

(1) Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.

(2) Welcome changing requirements, even late in development. Agile processes harness change for the customer’s competitive advantage.

Manifesto For Agile Software Development

If you want to take an agile approach, you’ll definitely be putting your users at the heart of your development.

2. Each sprint should deliver a better product, and more value, for your customers

One reason why agile should (in theory - we’ll expand on this shortly) benefit your customers is that every two to four weeks, you’ll ship something new. It may not be a whole new feature each time, but every update, UI improvement, and even every bug fix is delivery of incremental improvement.

This is kind of a big deal when you compare it to traditional project management approaches.

With a waterfall approach, customers could be waiting months or even years before seeing any changes. In many cases, by the time updates were released, customers, technologies, and requirements had moved on.

But by taking an agile approach, you:

• Consider and incorporate user requested updates, features, and changes at any time
• Regularly add new features to a roadmap and incrementally roll them out in weeks or months, rather than years
• Can see early on if something’s not working, because you invite your users to report issues and provide feedback right away
• Show your users how the product is developing and growing
• Keep your product moving forward, and the customer is moving forward with it
• Grow the value your product provides to your customers over time.

However, it’s important to note that all of these really awesome benefits only apply if you’re prioritising your backlog and choosing features with your customers’ best interests at heart.

3. Agile teams need to know what’s valuable to their customers

“There is a chasm between the output of a team and successful outcomes for their customers. And the success of a team is measured by outcomes, not code.”

Nick Muldoon, CEO and Co-Founder, Easy Agile

Your customers have their own priorities, and they won’t align with the priorities of your business unless you make your customers the primary concern of your business.

Your developers likely want to work on projects that they find exciting or fulfilling, so the best way to motivate your agile teams is by building empathy with the people they’re building for. The most successful teams get a kick out of delivering the features that matter most to their customers. Because if you’re not solving their most important problems, your customers will find someone else who will solve them.

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4. Customer focus leads to better quality products

When you’re obsessed with your customers, you deliver products that actually matter.

Your whole business, from leadership, to engineering, to HR and Marketing; all need to stay focussed on the people that your business is aiming to attract. When your development teams understand your customers and develop with them in mind, there’s a much better chance that they’ll build the right things at the right time for the right people. And this is critical to the success of your product and organisation.

It’s also a great way to avoid building bloated products with unnecessary features.

5. An agile customer focus is better for planning and prioritising

The worst backlogs are huge ‘to-do’ lists; task focussed and likely to be out of date. The best backlogs however, align with the customer journey, are informed by feedback from your customers, and attempt to tackle their greatest pain points.

Without a solid understanding of your customers to inform your backlog, you could end up planning sprints, versions or even entire increments that don’t deliver anything useful or move the product forward for users. And that’s a pretty costly risk.

6. Customer feedback makes agile teams better

Teams who are obsessed with customers love getting customer feedback, whether it’s via customer interviews, surveys or just having a chat about their experience.

Customer feedback is incredibly powerful because it can help you:

• Understand your customers - Know what their biggest problems are and what they care about most
• Motivate your agile team - Help your team understand the problems they’re solving, the difference they’re making, and that their work is meaningful
• Spot trends and patterns - Ensure your product adapts to what’s in demand right now and what your customers will need in the future
• Make better products - Find out what’s not working so you can fix it
• Track your progress - See whether customers are happier with your product over time
• Stay relevant - Because products and companies that solve problems stick around long-term
• Get buy in - When your customers are involved in the process, they’ll feel more committed to the product, which can reduce churn
• Improve retention - Reduce churn and keep your customers for longer when you incorporate their feedback and ideas into your product
• Make data-informed decisions - Stop relying on your assumptions and let the data drive your strategy

So customer feedback is obviously awesome, but what do you actually DO with it? How do you share it with the team and turn it into actions? Well, that’s where user story mapping comes in.

7. Agile user story mapping is all about the customer

Most agile teams run user story mapping sessions to discuss what functions and features are needed in the product. User stories maps are a visual tool for customer focused development, ensuring your customer journey stays front and center throughout development.

This is where customer feedback comes into play. When your team can access a wealth of feedback from users, they can write user stories informed by real data. This gives them a much better chance of prioritizing features that will add value to users right away. Faster time-to-value. Sounds great right?

This makes backlog prioritization and sprint or version planning so much simpler, because the whole team shares a picture of what is important to the people who use what they are building. The team knows what they should prioritise next.

Improving your customer-focus is a solid strategy.

If your team isn’t exactly obsessed with your customers, maybe it’s time to change that?

Because if you’re focusing on your customers, you’ll make more of the right decisions about what products, features, and requirements you need to work on. You may not get it right every time, but if you’re involving your customers, you’ll soon learn what doesn’t work. Your team will find it easier to make decisions, you’ll waste less time, and you’ll build a better product, that keeps getting better.

Win win.

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Ready to take your customer focus to the next level?

Get our comprehensive playbook, "Understanding Customer Value in Agile." This practical guide shows you exactly how to:

• Conduct effective customer research through proven techniques like Gemba walks
• Create actionable personas that drive daily decisions
• Build feedback loops that inform your product strategy
• Implement a 90-day plan to transform your team's approach

Download the Customer Value Playbook.

Whether you're a Product Owner looking to improve prioritization or a developer wanting to make better implementation decisions, this guide provides the frameworks and techniques you need to put customer value at the heart of your Agile practice.

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We’re excited to let you know that we’ve released a brand new app for Jira in the Atlassian Marketplace: Easy Agile Personas.

Customer focus isn’t easy.

• It’s easier to work on the things we like to work on.
• It’s easier to do what’s up next on the to-do list.
• It’s easier to delay the complex work until next month.

According to HubSpot, 96% of growing companies say that customer satisfaction is a key driver of their success.

Do your teams have a deep understanding of who your customers really are?

A good measure of customer focus is that everyone in a company can talk about key customer personas.

While some teams have talked about Personas in the past, we found that many do not store them in a central location and keep them updated as customer preferences evolve.

Even worse, software development teams working in Jira have limited visibility of how the issue they’re working on adds value.

That’s why we built Easy Agile Personas for Jira. (now available for a 30 day free trial on Cloud and Server)

The top 3 things you can do using Easy Agile Personas for Jira:

1. Create and maintain customer personas in Jira, where the entire team can access them
2. Use custom fields to link user stories to customer personas and rank the importance of the work
3. Plan your backlog based off customer value, not opinions.

After just a few weeks in beta, Easy Agile Personas has been installed over 40 times and is now the #1 Personas App on the Atlassian Marketplace.

Our goal: customer focus made easy.

P.S. Like what you see? We’d love some feedback. Please let us know your thoughts on the latest Easy Agile app by emailing us at hello@easyagile.com****

Sometimes the idea of writing user stories can seem like another "thing" on top of an already busy workload. But for software development teams who are looking to lead their own improvement and deliver software that works for their customers, writing effective user stories is the first step.

If you’re reading this post, it means you want to learn what will work best for the people who use your software, and improve how you approach software development. That's great! Our goal at Easy Agile is to help you do that.

So let’s start with why good user stories are important.

Why write user stories?

You may wonder why you should write user stories rather than writing features or tasks instead.

If this sounds like you, you might not yet have seen the value of writing user stories, and that they serve a very different purpose to writing features or tasks.

It’s easy to get buried in a cycle of feature development that lacks context. The objective becomes more about clearing your way through a large backlog than building solutions that add value for your customers. To build successful software, you need to focus on the needs of the people who will be using it. Your human customers. User stories bring that context and perspective into the development cycle.

What is a user story?

A user story helps agile software development teams to empathize with their customers. Written from the customer (or user) perspective, user stories help the development team understand what they need to build, and why they need to build it.

User stories are simplified, high-level descriptions of a user’s requirements written from that end user’s perspective. A user story is not a contextless feature, written in “dev” speak.

A User Story = the 'what'

A user story describes a piece of functionality from the point of view of the user.

User stories divide features into business processes.

A task = the 'how'

Tasks are the activities that need to be performed to deliver an outcome.

Tasks are individual pieces of work.

How do we write user stories?

You might like to think of a user story as an ‘equation’:

As a [user] + I want [intent] + so that [value]

Let’s break this down further;

As a [user] — this is the WHO. Who are we building this for? Who is the user?

I want [intention] — this is the WHAT. What are we building? What is the intent?

So that [value] — this is the WHY. Why are we building it? What is the value for the customer?

Let’s look at a few simple examples;

As an internet banking customer

I want to see a rolling balance for my everyday accounts

So that I can keep track of my spending after each transaction is applied

OR

As an administrator

I want to be able to create other administrators for certain projects

So that I can delegate tasks more efficiently

Following this equation, teams should make sure that their user stories are ticking all of the following checkboxes:

To write successful user stories:

• Keep them short
• Keep them simple
• Write from the perspective of the user
• Make the value or benefit of the story clear
• Describe one piece of functionality
• Write user stories as a team
• Use acceptance criteria to show an MVP.

Acceptance Criteria

User stories allow agile teams to balance the needs, wants and values of their customers with the activities they need to accomplish to provide that value.

The link pairing these two things together is acceptance criteria.

Acceptance Criteria or ‘conditions of satisfaction’, provide a detailed scope of user requirements. They help the team understand the value of the user story and help the team know when they can consider something to be done.

Acceptance Criteria Goals

Acceptance criteria should:

• clarify what the team should build before they start work
• ensure a common understanding of the problem or needs of the customer
• help team members know when the story is complete
• help verify the story via automated tests.

Let’s look at an example of a completed user story with acceptance criteria:

As a potential conference attendee, I want to be able to register for the conference online, so that registration is simple and paperless.

Acceptance Criteria:

• Conference Attendance Form
• A user cannot submit a form without filling out all of the mandatory fields (First Name, Last Name, Company Name, Email Address, Position Title, Billing Information)
• Information from the form is stored in the registration database
• Protection against spam is working
• Payment can be made via Paypal, Debit, or Credit Card
• An acknowledgment email is sent to the attendee after submitting the form

With this in mind, teams should make sure that their acceptance criteria considers all of the following:

• Negative scenarios of the functionality
• Functional and non-functional use cases
• Performance concerns and guidelines
• What the system or feature intends to do
• End-to-user flow
• The impact of a user story on other features
• UX concerns

Acceptance criteria should NOT include the following:

• Code review was done
• Non-blocker or major issues
• Performance testing performed
• Acceptance and functional testing done
  

Why?

Your acceptance criteria should not include any of the above, because your team should already have a clear understanding of what your Definition of Done (DoD) includes, for instance:

• unit/integrated testing
• ready for acceptance test
• deployed on demo server
• releasable

Writing effective user stories is a valuable practice that will help you and your team deliver software that stays relevant for your customers.

When you embrace user stories as more than just another task on your checklist, but instead view them as an essential tool for creating context and value for your projects, you can stay connected with your ultimate focus - your customer.

Transform your backlog into a meaningful picture of work to gain context for sprint and version planning, backlog refinement, and user story mapping.

Stay focused on your customers

Easy Agile TeamRhythm

It might seem trivial at first, to come together as a team, mocking up what seem like fake dating profiles for your most important customers. However, this exercise sets the foundation for other agile practices down the track, and its perceived benefits are often undervalued.

Teams that have a shared understanding and alignment around who is actually using the solution they are delivering are more likely to succed.

Agile practices have called for the development of cross-functional team members, which means this knowledge of who the customer is, is no longer the sole responsibility of a (traditional) Sales and Marketing team.

Definition: What is a Customer Persona?

Let’s dive straight in.

Customer Personas are fictional generalisations of your most valuable customers. They help teams understand their customers by bringing together demographic information like age, gender, location, and income, alongside psychographic information like interests, frustrations and personal/professional motivations.

Building customer personas helps teams to address the following questions:

• Who are our customers?
• What are their common behavioural patterns?
• What are their shared pain points (professional and personal)?
• What are their universal goals/objectives?
• What general demographic and psychographic information may influence their decisions?
• What drives them to make purchasing decisions?
• Is the customer the buyer / decision maker?

Why are Customer Personas Important in Agile Software Development?

I think by now, you’re starting to see that building customer personas provide value to the team, but just in case you’re not quite on the customer-persona train, here are a few really important reasons:

Customer Personas help identify customer specific needs and wants:

This understanding ensures that Product Managers, Designers, Developers etc. are delivering solutions that actually address real user challenges.

Personas provide a “face” to the user story:

This helps the team have a shared understanding of who their customers are and creates buy-in and empathy.

Targeted/Segmented MarComs:

Understanding your customers needs, challenges and behavioural influencers, allows you to better understand what content will appeal to them best, by segmenting your customers by persona type and tailoring your marketing communications to each specific group.

Before We Start: Customer Persona Overview

Let’s look at an overview of what “goes into” building customer personas and some discovery questions to help get you started.

As you can see, a lot more thought goes into creating customer personas than simply guessing and gut feeling. So how do we go about defining all of the elemets listed above, and more specifically, what questions are we hoping to answer about our customers along the way?

Let’s take a look at some discovery questions:

Location: where do people from this persona live?

Age: what is the average age/age range of this persona?

Gender: are people representative of this persona predominantly male or female?

Relationship Status: Single? Married? Children?

Interests: what are the general interests of people in this persona?

Language: what is the primary language used by people in this persona?

Favourite Websites: where do people in this persona go to learn new information?

Education: what level of education do they have?

Job Title: what is/are typical job titles for people in this persona?

Responsibilities: what does a typical work day look like for people in this persona?

Frustrations: biggest challenges for people in this persona?

Motivations: what motivates people in this persona to be successful?

Personal/Professional Goals: what do they wish to achieve?

Getting Started: Building Customer Personas

It’s time to start creating our personas, and we’re going to break the process down into 2 steps;

• Broadly define your personas
• Look towards analytics and layer results

1. Broadly Define Your Personas

It’s not crazy to think that most companies will have some broad idea of who at least some of their customer personas are. This knowledge is accumulated over time and is based on customer feedback, support requests, conversations/interviews and initial market research.

This knowledge is not to be underestimated and is a great starting point before looking towards analytics to flesh these personas out into more specific detail.

Keep in mind that a single team member will not be able to paint a holistic picture of who the customers are. The qualitative methods of gathering information we listed above will call upon the knowledge of Customer Service, Sales, Marketing, Product Managers, Researchers etc. This is very much a team exercise.

Example: Online Stationary Retailer

If we took an example of an online stationery retailer, it would be simple to identify two broad potential customer personas:

End Consumer — customers purchasing for themselves online

Wholesale Accounts — wholesale buyers purchasing on behalf of businesses that will stock the stationery in their own retail stores (online or flagship)

We can see from the ‘personas’ listed above that we have a vague idea about their roles in the purchasing cycle, but that’s about the extent of it. We need to build on these personas to humanise them, and get a better understanding of their holistic relationship with our product.

2. Look Towards Analytics and Layer Results

Now that we’ve established at least a few customer personas, it’s time to flesh them out with qualitative and quantitative data.

So where can we find/gather this information?

• Google Analytics Audience Reports
• Facebook Insights
• Social Media Listening Tools e.g. Hootsuite, Tweetdeck etc.
• Customer Surveys & Polls
• Industry/Market Reports
• Customer Interviews/Support & Feature Requests (note: you should have a streamlined way of capturing and sharing this information with your team)
• In-Product Analytics

After looking through all of this information, trying to answer some of the discovery questions we mentioned earlier, you’ll need to look for commonality between datasets. Think of it this way:

The customer personas you and your team were able to broadly define are attached to funnels. Once you and your team find commonality in data sets, feed this information down the funnel of the customer persona it relates to (perhaps this is a completely new customer persona that you and your team didn’t know that you had).

By the end of the exercise, you and your team should have a pretty good idea of who your customers are, and how to best service them, communicate with them, build solutions for them etc.

Once these personas have been developed, they should live somewhere where the whole team can see them.

Don’t be afraid to sit at your desk and think “What would Sam the System Administrator think about this new feature? Would she use it? How would she communicate its benefits to her team? What are some of the problems Sam may encounter on first use?” etc.

Easy Agile Personas for Jira

Interested in capturing your customer personas alongside your backlog in Jira?

Try Easy Agile Personas for Jira free from the Atlassian Marketplace.

Need help getting started with Easy Agile Personas? Check out our documentation, or get in touch with one of the Easy Agile Partners.

Whether you’re a marketer, a salesperson, a product manager, or even a developer, your work comes back to one thing: the customer.

When you understand who they are, what they want, how they talk, and how they get things done, you can make better products and promote them in the right way to the right people.

One of the most powerful ways to understand your customer better is to create buyer personas. That’s why we’ve put together a comprehensive guide that includes everything you need to know to create, refine, and use your buyer personas.

What are buyer personas?

Buyer personas lay out the typical characteristics of someone who is likely to buy your products - usually on a single page.

Personas aren’t profiles of real people. You shouldn’t use real names, photos, or personal information on your buyer personas. But they should reflect the general behavior and goals of your real customers

You might create a buyer persona for your ideal customer, or several types of ideal customers that regularly buy your product or service. For example, at Easy Agile, we have personas for the most common roles/titles of our ideal customers, like:

• Release Train Engineer
• Product Manager
• Product Owner
• Scrum Master
• Developer

You might also create anti-personas for the types of customers you don’t want to attract.

What are some other names for buyer personas?

You might know “buyer personas” by a different name, depending on your industry, department, or how you plan to use the persona. For example:

• User persona (if your product is software and your user is also the buyer)
• Audience persona
• Customer persona
• Buyer avatar
• Customer avatar
• Ideal audience avatar
• Buyer profile

While there are some slight differences between some of these names and how they're used in marketing or product management, they are often used interchangeably with "buyer persona".

What are buyer personas used for?

Buyer personas can be used in just about any role or department.

The main purpose of buyer personas is to gain a deeper understanding of your customers. This will help you:

• Improve targeting and reach
• Increase conversions
• Increase ROI and profitability
• Communicate more effectively
• Identify pain points
• Create products that solve problems
• Improve the user experience
• Improve customer loyalty
• Offer the best value to your best customers
• Help the customers who need your product or service the most

Why create buyer personas?

It’s clear that buyer personas are useful for a lot of different things. But let’s take a closer look at the top 6 benefits.

1. Increase revenue

One case study found ROI increased by 124% by using personas as part of a marketing strategy. Another case study found that personas have the potential to significantly increase time spent on a website and could boost marketing revenue by 171%. This makes sense when you consider that the insights from personas can allow you to use your marketing budget to better target and convert customers.

2. Make good decisions fast

Whether you’re a marketer, salesperson, or product manager, you won’t always have time to run a proper analysis, get consensus from your team, or survey your audience before you make a decision. Fortunately, with a clear picture of your audience always at your fingertips, you can make snap decisions with confidence. Buyer personas allow you to anticipate how a feature or change will impact the buyer (and therefore your conversions, retention, and bottomline) by seeing things from their perspective (goals, objectives, fears, and motivations).

3. Understand how people buy

Buyer personas can help you map out the customer journey, showing how your audience goes from the first point of contact with your brand to purchasing your product. Personas can reveal what issues matter to them, what content they’d like to consume, what platforms they prefer to consume it on, and what products they’re most likely to invest in first. When you understand how people prefer to buy from you, you can make this more streamlined by:

• Creating different funnels for different personas
• Showing people the right thing at the right time
• Tackling objections with your content
• Focusing on the most effective channels for your audience

4. Talk directly to your ideal audience

With clearly defined buyer personas, your team will have the data needed to target ads directly to your ideal audience. Not only that, but they’ll be able to use ad creative that talks to your audience pain points and uses language that they can understand. In turn, this should lead to more clicks, more conversions, and more customers that are the ideal fit for your product.

5. Be more consistent

Buyer personas can help your whole team get on the same page about who your customers are and how to target them. This can help you deliver more consistent messaging and support for customers, which will help build customers’ trust, confidence, and loyalty.

6. Stay focused on the customer

One of the top benefits of using buyer personas is that they help keep your team focused on what’s important: the customer. With so much data available these days, it can be easy to get lost in the numbers. And it’s just as easy to go down rabbit holes, chasing features you want to work on without fully considering what’s best for the customer. With customer personas, it’s much easier to remember that real people buy your product - and that your job is to deliver value to them above all else.

How to research your buyer personas

Don’t assume you know everything there is to know about your audience - real data should inform your buyer personas. Here are some ways you can research your buyer personas:

Survey customers

Customer surveys are one of the most powerful ways to gather data. You can create online surveys through tools like SurveyMonkey or Google Forms, then send these to your existing customers or prospects. Use these surveys to ask questions about audience demographics, habits, goals, challenges, fears, objections, platforms, technology, and preferences. This data will directly inform each section of your buyer persona, so make sure you ask questions that are most relevant to understanding your buyer and how they might find, purchase, or use your product.

Interview key customers

One-on-one customer interviews or focus groups are another powerful way to learn about your audience. Unlike an online survey, this format is more flexible. You could start with some questions to help start a discussion, and then dig further based on the answers that come up. It does, however, require more of a time commitment from you and your customers, so be sure to offer a fair incentive.

Review your database

If you already have a list of current or previous customers stored in your database, they can be a really valuable source of information. Look through the list and see what trends and categories emerge. For example, you might find buyers from small, medium, and large companies. Or you might find that most of your customers fit into one of 3-4 departments or roles, like marketing, sales, and project management. Once you can categorize your customer list, you’ll be able to see how different customer types use your product, consume your content, and other useful insights.

Check your analytics

Analytics can be a goldmine for researching your customers. You likely have access to analytics from your product, any social media pages, and your Google analytics. This data can reveal demographic information, typical usage patterns, preferred devices, preferred social media channels for different audience groups, what they search for, and more.

Do social listening

Social listening means monitoring your social media channels to see what your audience is saying. You might uncover valuable feedback, pain points, objections, and topics that your audience is interested in. You could also find this information by looking at competitors’ channels, searching for industry keywords, and even looking at online forums. Sometimes the best way to get to know your audience is when they’re asking for help or recommendations from their peers.

Talk to your team

Finally, ask your team members to share their audience insights. Especially those that regularly talk to customers, like salespeople and customer support. They’re probably familiar with the types of people who buy your product, their biggest challenges, and the questions they need answers to.

A simple buyer persona template

You don’t have to start your buyer personas from scratch. Most buyer personas follow roughly the same format, so find a buyer persona template that fits your needs and goals and start with that. Use the data you’ve collected from your research to fill out a profile for each of your ideal customers.

Let’s go through the above sections on your buyer persona template.

Title and name

The persona title helps you identify the buyer group you’re referring to. Depending on your product, this might be their industry, demographic, job title, aspiration, or something else that helps differentiate them from your other buyer groups.

But sometimes a title isn’t enough. Naming your buyer persona and giving them a photo helps to humanize your buyers. It can help you remember that while the profile is fictional, real people buy and use your products.

Bio

A short bio can help to tell your buyer’s story, summarizing their personality, fears, challenges, and their main goals. While you’ll have all these details listed elsewhere on the buyer persona, putting it in story form can also help to humanize your buyer and make this information more meaningful and memorable.

Personality

The personality section is usually based on one of the popular personality tests, like Myer Briggs, DISC, or Enneagram. This can be helpful to understand tendencies like introversion vs extraversion, decision making styles, and how much information your buyer is likely to need when choosing or using your product.

Motivations and goals

Under motivations, list the things that help move your buyers onto the next step in the buying process. You might include things like fears and goals, but also external triggers like ideas and anything that might help them trust your brand or product.

Your buyers’ goals or objectives might include their bigger vision for their career or life, but also the smaller goals that they want to accomplish by interacting with your brand or buying your product.

Challenges

Challenges should summarize any problems your buyer is experiencing that relate to your product - or the reason they might buy your product. You could also touch on fears and pain points, or create a separate section for these.

Tools and technology

Tools and technology are especially useful if your buyer needs specific skills or integrations to effectively use your product. Or it might just reveal how they prefer to communicate - whether via social media, email, or phone.

You can, of course, add other sections to your buyer persona. It all depends on how much information you need to get a clear understanding of your customer, target them, and have meaningful conversations with them. At the same time, keeping your persona short (a single page is ideal) and straight to the point will make it easier for your team to use.

How many buyer personas should you create?

Most organizations will need around 3-4 personas to cover most of their audience groups. But the right number of buyer personas will depend on how diverse your audience is.

The main point here is that your buyer personas shouldn’t cover every possible buyer - only your ideal prospects. Consider the 80/20 rule - it’s likely that 20% of your customers are responsible for 80% of your sales, so don’t be afraid to prioritize the 20%. Including personas that aren’t ideal customers will take the focus away from those that are.

Tip: If you’re struggling to categorize your audience into groups and narrow down your buyer personas, try a card sorting exercise. Create mini profiles for all your audience types on separate cards and then eliminate the audiences that aren’t profitable or ideal customers. Then group the remaining profiles together based on similar demographics, challenges, and goals. When you can’t easily combine any more cards to make groups, stop the exercise. These are your buyer personas.

Start using your buyer personas

Buyer personas are incredibly versatile - any part of your business that interacts with customers or impacts them can benefit from using buyer personas. So, don’t leave them sitting in a folder somewhere… start incorporating them into your teams’ processes right away.

Now that you know just about everything there is to know about buyer personas… now’s the time to create yours and (most importantly) incorporate them into your processes so that you can reach more of your best customers and build a better product for them.

Get a headstart with Easy Agile Personas for Jira

If you use Jira, you can add your buyer personas inside the platform by following this step-by-step guide. Sign up with Easy Agile Personas for Jira and link your personas to issues in your backlog and story map.

In the meantime, we’ve got more articles you might want to check out, like:

And tag us on Twitter @EasyAgile if you’d like to share how your teams create buyer personas and build them into your processes!

There are some things so obvious that you wonder why it hasn’t happened sooner or how you ever lived without it. This is how we feel about our just-launched integration between Easy Agile User Story Maps and Easy Agile Personas.

Central to successful user story mapping are the questions:

1. Why are we building this?
2. Who are we building this for?
3. What value will the solution provide for the customer and when?

The answer to all of these questions and the raison d'être for a user story map in the first place is the user or customer.

User story mapping is the visual representation of the journey a customer takes with a product - helping you and your team to focus on what provides the most value to your customers and their desired outcomes.

A user persona or customer persona is the embodiment of the characteristics and behaviours belonging to your most valuable customers. It helps everyone in your team have a shared understanding of who your customer is in order to empathise with them and have them front of mind when working on ways to improve the product.

5 ways adding Personas takes your User Story Map to the next level

So what's the result of bringing these two powerful agile tools and practices together (apart from the latest version of Easy Agile User Story Maps and Easy Agile Personas)?

Without going into the benefit of user story mapping or creating user personas as separate practices, here are five key benefits you’ll gain from adding your user Personas to your User Story Map.

1. Add the most important context to your User Story Map - your user

How many times can you honestly say you’ve written or worked on a user story without really knowing who that user is? Could you confidently share their interests, motivations, communication styles? Could your teammates?

We know companies like yours want to be more focused on their customers, and the truth is you can’t afford not to. According to a Walker study, customer experience will overtake price and product as the brand differentiator by the end of 2020.

We also know it’s easier to work on the things we like to work on, or what’s next on the to-do list, or the problems we identify as important - but are these the things that are most important to your most valuable customers?

The integration between Easy Agile Personas and Easy Agile User Story Maps adds the most important context to your User Story Map - your user - helping your team keep them front of mind.

Easy Agile Personas allows you to link stories on your backlog to Persona profiles in the Jira issue view, using the Persona and Persona Importance fields. In the latest version of Easy Agile User Story maps, we’ve exposed these fields in the issue view modal. This means that no user story will be left behind because you can now connect it with a user right there on the issue in your Story Map.

NB: The Persona and Persona Importance custom fields must be on the screen used by your Project before they will appear in the issue view in Easy Agile User Story Maps. Not sure how? Read this doc which explains how to do this.

2. Prioritise the work that delivers better value to your customers

In addition to the Persona custom field on the issue view, you can also set Persona Importance for your Issue. This enables your team to focus on what provides the most value to your customers and their desired outcomes and prioritise work accordingly. Focussing your team on work that delivers better value to your customers starts by determining what that work is in practical and tangible terms i.e. your issues in Jira.

3. Gain a holistic view of the journey for each Persona

So now that you’re able to add the context of your customer and how important your work is to them, we thought it was also important to be able to filter your story map by Persona and Importance to Persona with a native filter. Prior to this, the only way to filter the Story Map by Persona was to manually create a quick filter outside of the Story Map, for each of your Personas.

By filtering your board by Persona, your team has a holistic view of the customer journey and can quickly and easily see which developments in the upcoming Sprint/Release directly impacts and serves each of your Personas.

4. Better visibility to easily align your team's output with customer outcomes

Together with the custom fields on your issue and native Persona filter, the ability to filter your board by Importance to Persona allows for better visibility and enables greater and more effective collaboration between teams. Not only does this make it easier to ensure that high importance, low effort stories are being prioritised, but also unleashes your team’s capability to run truly customer-focused story mapping sessions.

5. Seamless planning sessions with less interruptions

With Easy Agile Personas and Easy Agile User Story Maps, not only do you not need to leave Jira to create your Personas or map out your User Story, but with this integration you don’t even need to leave your Story Map to assign issues to Personas and Persona Importance. We’ve worked hard to have Easy Agile Personas and Easy Agile User Story Maps work better together - so your team can too.

Ready to add Easy Agile Personas to your Story Map?

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Not yet a User Story Map customer? You can try that for free too.

If you’re like most companies, you probably already have user personas that you use in your software development teams.

Or customer personas that you use in your marketing and sales teams. Personas are used for understanding the user, creating user stories, prioritizing issues, and creating targeted marketing collateral.

But most teams still aren’t using personas to their fullest extent. So, we’ve put together our top 10 tips to help you get maximum value from your personas 👇

1. Know how you’ll use them

Before you create your personas, it’s a good idea to get clear on why they’re so important and how you’re going to use them. Otherwise, some team members (not you, of course) might be tempted to skim through the process so they can get back to the real work.

User personas aren’t just a sales or marketing thing - everyone should know who the customer is so they can do a better job of serving them.

Your personas will give you key demographic and psychographic information, how users behave, and what their pain points/goals/objectives are. Plus other factors that influence how they use your product, whether they’re ready to buy (or not), and what will make them sign up (and stick around).

👀 Oh and if you’re part of a cross-functional, agile team, you’ll get even more value from your user personas. Your dev team can use them to identify what customers need and want (so they can prioritize and deliver these solutions). Plus, agile user personas create a face for your user stories so your team can more easily understand who your customers are and empathize with them.

It’s much easier to create something for Johnny Biggles who is a 38yo farmer in East Ireland than it is to create something for an undefined user with equally undefined needs.

Read more in our previous blog about why you need customer personas in agile software development.

2. User, not buyer focused

Your marketing team might’ve created customer personas in the past to talk about user roles (aka job titles) or market segments (aka buyer demographics)… but these aren’t necessarily the same tools as user personas.

And in fact, they probably shouldn’t be “owned” by your marketing team, but by your product owner - although it’s ideal if your whole team can collaborate on them.

Your personas are made-up profiles that describe current and future users of your product (who aren’t necessarily the buyers or decision makers).

Your user personas should have names (that feel like they fit the person), ages (not an age range), and locations (not a general area).

You should have a persona for each category of users that you’d want to uniquely experience the product. In other words, each of your user personas should have specific preferences, goals, and expectations.

3. Do your research

If you haven’t already, do some research on your audience and market using stakeholder interviews, surveys, industry reports, and analytics tools so you know who your users are.

Ask questions to determine demographics, geographics, psychographics, and behaviours. You should start to see patterns emerge which will help you create 3-5 personas that represent the majority of your users.

4. Use a template

Don’t be tempted to get all creative with your user personas.

In this previous blog, we share an example user persona template if you want some inspiration. ✨

5. Keep it relevant

Once you get started with writing your user personas, you might find yourself filling up pages and pages of information, especially if you discover lots of interesting things about your users. But try to rein yourself in a bit and keep your personas to 1 page or less so they’re quick and easy to read.

Focus on attributes that are relevant to understanding how your users interact with your product, and not necessarily every aspect of their daily lives.

That’s why you’ll rarely see things like “Betty likes to eat porridge for breakfast” and “John enjoys long sunset walks at the beach”. Although these could be relevant insights for your product - no judgement!

If in doubt, remember the purpose of your user personas: they should help you back up your decisions with a legitimate, specific need and scenario.

You should have just enough relevant information to be able to answer “what would [user persona name] do?”

6. Keep it real

Your user personas are made up, but they should still feel like real people. Here are some tips to keep them real:

• Cut out any stereotypes and jargon
• Don’t overdo the demography details
• Focus on details that are most relevant to using your product
• Don’t use images that look like stock images
• Base the info on what you know about real people
• Try to resist telling a story that fits the products and features YOU want to build and instead focus on real goals and challenges

7. Focus on your best customers

You can’t target everyone, so don’t try to. So, limit yourself to writing anywhere from 3-5 user personas. These personas should represent your best customers and key user groups.

They won’t include everyone and they shouldn’t. That’s because if you have too many user personas, your team will find it much harder to prioritize user stories and target their marketing efforts 🎯

Less is more (effective).

8. Incorporate them into your processes

Many organizations invest time in creating user personas only to have them collect virtual cobwebs in a Google Drive somewhere 🕸️But user personas work best when used regularly and incorporated into daily/weekly processes.

For example, your marketing team might pick a persona to focus their content efforts on for the week. Your sales team might glance at the objections listed on each of your key personas to help guide calls with potential customers.

Or your agile team might bring out the user personas to help with user story mapping so they can write more realistic user stories 👌

9. Give access to your whole team

User personas are useful for all your team members - from marketing and sales to design and development. So, make sure everyone knows they exist and where to find them.

If your team is partly remote/distributed, make sure your personas are accessible in the cloud. Or better yet...

10. Link them to your project management tool

If you’re using a project management tool like Jira, you should take a look at Easy Agile Personas for Jira. This tool allows you to capture your user persona details in the same place as your user stories, backlog, and tasks.

Which means your team enjoys:

• Better alignment on who the users are and what they need
• Extra context for each task
• The ability to prioritize the backlog and deliver on what’s most valuable to users
• A tailored view of the current issues and stories linked to each of your user personas
• All the info they need, all in one place

Bonus tip: let your user personas evolve

Just like Pokemon, your personas need to level up and evolve, too 🔥 That way, you’ll be better equipped for battle… or to deliver a well-loved product and marketing that hits the mark every time. Either way 🤷

But times change, technology changes, and so do your users. That means your user personas need to change, too. So, if you’ve already got some customer/user personas, take this chance to review them, update them, and make sure they’re being used effectively by your team. And if your team uses Jira, make sure you sign up for a free trial of Easy Agile Personas to add them to your Jira board.

Got questions about user personas or just wanna hang out with us? We’d love to hear from you over on Twitter or LinkedIn.