Mobile apps sometimes flop, way too soon after launch. New feature development sometimes goes sideways, turning users away from a mobile app they once loved. Such snafus happen for a number of reasons—but a common (and preventable) one is an over-reliance on assumptions about an app’s end users, instead of making use of primary research.
So let’s talk about the difference between research-based personas and assumption-based “proto-personas,” and how investing in the former will help you both mitigate risk and deliver a satisfying and intimate customer experience through your mobile app.
Persona research can involve both quantitative and qualitative studies, and tactics from 1-on-1 interviews and surveys to focus groups and user observation. The best course of action for you and your brand will depend on the project you’re planning and the insights you need.
At Heady, we partner with clients to execute hands-on persona research, and we advise that they update their personas at least every couple of years. Because for satisfying, more intimate mobile experiences to last, they must be constantly improving. They must adapt not just to new coding languages and operating systems, but also to new users and to evolutions in existing customers’ tastes.
By doing regular persona research, every aspect of your mobile product lifecycle management will be informed by reliable data about what your actual customers actually want and need.