State Farm Internal Marketing Personas (2018)

Task

I was provided with marketing data and given the task of creating three, distinct customer personas that represent segments of common policy holders to be used as the standard personas across the internal enterprise for customer journeys, targeted user research, and other marketing & user experience/research purposes.

Solution

My approach to creating personas has always been to focus on making them seem "real." Instead of assigning data points to a face, I find it most effective to utilize the user data provided to craft realistic and relatable customer motivations, goals, and pain points (or "frustrations"). This creates opportunities for the business and agents to better understand their customers, and focus their efforts on those areas for specific market segments, instead of painting with a broad stroke and potentially missing key opportunities.