{"id":5820,"date":"2019-04-23T10:00:15","date_gmt":"2019-04-23T08:00:15","guid":{"rendered":"https:\/\/www.system180.com\/?p=5820"},"modified":"2019-05-24T13:49:19","modified_gmt":"2019-05-24T11:49:19","slug":"persona","status":"publish","type":"post","link":"https:\/\/www.system180.com\/en\/2019\/04\/23\/persona\/","title":{"rendered":"Persona"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-o5b2lr-4bfd535bb93868d787bf77ab10cd785a main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5820'><div class='entry-content-wrapper clearfix'>\n<div  class='avia-slideshow av-my3uy7-0433875af8c45e6f36c1428f449778b8 avia-slideshow-no scaling av_slideshow avia-slide-slider  avia-builder-el-1  avia-builder-el-no-sibling  av-slideshow-ui av-control-minimal av-slideshow-manual av-loop-once av-loop-manual-endless av-default-height-applied avia-slideshow-1' data-slideshow-options=\"{&quot;animation&quot;:&quot;slide&quot;,&quot;autoplay&quot;:false,&quot;loop_autoplay&quot;:&quot;once&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 66.770833333333%;'><li  class='avia-slideshow-slide av-my3uy7-0433875af8c45e6f36c1428f449778b8__0  av-single-slide slide-1 slide-odd'><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-12817 avia-img-lazy-loading-not-12817\"  src=\"https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona.jpg\" width=\"1920\" height=\"1282\" title='System180_Persona' alt=''  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona.jpg 1920w, https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona-1000x668.jpg 1000w, https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona-768x513.jpg 768w, https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona-1500x1002.jpg 1500w, https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona-705x471.jpg 705w, https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona-1100x734.jpg 1100w, https:\/\/www.system180.com\/wp-content\/uploads\/2019\/04\/System180_Persona-450x300.jpg 450w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/div><\/li><\/ul><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-d0azj3-9aca55af8af95755ab2323c85bf0ea2c main_color avia-section-default avia-no-shadow  avia-builder-el-2  el_after_av_section  el_before_av_section  tl_section_blog avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5820'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jujf6bqi-9d6b676c751968b77b94ca8d3ff2fe38\">\n#top .av-special-heading.av-jujf6bqi-9d6b676c751968b77b94ca8d3ff2fe38{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-jujf6bqi-9d6b676c751968b77b94ca8d3ff2fe38 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-jujf6bqi-9d6b676c751968b77b94ca8d3ff2fe38 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-jujf6bqi-9d6b676c751968b77b94ca8d3ff2fe38 av-special-heading-h1 blockquote modern-quote  avia-builder-el-3  el_before_av_hr  avia-builder-el-first '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >From target group to persona<\/h1><div class='av-subheading av-subheading_below'><p>23.04.2019<\/p>\n<\/div><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-903stb-9275edfdcca53401e07061c7db765c97\">\n#top .hr.hr-invisible.av-903stb-9275edfdcca53401e07061c7db765c97{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-903stb-9275edfdcca53401e07061c7db765c97 hr-invisible  avia-builder-el-4  el_after_av_heading  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-8794u7-d71a4de10c18e21c7d25c9e292df7bd7 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>On the way to an even better product, companies need to better understand what the customer really needs. It&#8217;s about thinking your way into the customer. Empathy is an important prerequisite for this. Target group typologies or social milieus are not suitable for this.<\/p>\n<p>In design thinking, therefore, the persona replaces the target group. Thus the typology &#8220;single, between thirty and forty years old, academic, city dweller, with small car, sporty&#8221; becomes the persona &#8220;&#8221;Cornelia, 38, architect from Hamburg, MINI driver, Zumba dancer&#8221;&#8221;.<\/p>\n<p>The next step is to literally paint the persona: a silhouette, around which brief biographical information is placed, often quotes, symbols and much more. In the course of the description process, the team increasingly slips into the customers&#8217; skin and sees the world through their glasses. Because the persona has a name, an age, a profession and hobbies, it is easier to speak their language, take their concerns seriously and appreciate their ideals. But not only the persona as a result, but also the process of empathy is an important bridge to be &#8220;closer&#8221; to the customer with our offers and our communication.<\/p>\n<p>Our tip: Give the persona a clearly visible, fixed place in teamspace. For example on a FlexBoard on the wall.<\/p>\n<\/div><\/section>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-5xmtin-0682a584979b9bae60427421aae41e5e main_color avia-section-default avia-no-shadow  avia-builder-el-6  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5820'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3mx2fz-580a6abffd4312d37c4621c36032f73f\">\n#top .hr.hr-invisible.av-3mx2fz-580a6abffd4312d37c4621c36032f73f{\nheight:100px;\n}\n<\/style>\n<div  class='hr av-3mx2fz-580a6abffd4312d37c4621c36032f73f hr-invisible  avia-builder-el-7  el_before_av_social_share  avia-builder-el-first '><span class='hr-inner '><span 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