For this blog post, I want to explore the testing phase I carried out for personas. I have placed the feedback I gained elsewhere from audience members, tutors and fellow students alike, but I felt testing my designs using personas would be best done in a separate section.
My designs are finished as I am writing this, but I will talk about some of the decisions made along the way based on this testing.
Below are the personas I have created for testing based upon the conclusion to my research regarding audience demographics:
Persona 1 – ‘Money no-object’
- A ‘money no-object’ customer.
- A buyer of many luxury premium vehicles from Bentley’s and Rolls Royce’s to Lamborghini’s and Porsche’s.
- Has a large family.
- The family has an active lifestyle.
- Looking for a Range Rover as they need a practical family vehicle to transport their family around for their active lifestyle, whether that be to get to ski resorts in Europe, towing a horsebox, or covering rough car parks and lanes.
- Will not accept any compromise on luxury.
Persona 2 – ‘Young, affluent show-offs’:
- This couple are young.
- They are flash, assertive and affluent.
- They see the Range Rover brand that is being built as a modern status symbol.
- Personalisation is key, and they want their car to stand out.
- The car is only to be used in town, so the high seating position, good visibility and parking aid gadgets appeal.
- Love all things gadget based so the more equipment the better.
Persona 3 – ‘The Land Rover veteran’:
- A veteran of the Land Rover brand, having owned many vehicles.
- They are still spooked by reliability concerns.
- They can only afford one car, and keep it for many years, so it has to be right.
- The car will go off-road, not often, but it is appreciated when it does by the owner.
- The car will mainly be used on long distance business trips, where luxury and refinement is key.
- However, they also drive a fair bit on twisty, country roads so require smooth performance and handling.
While thinking about the design, I always had in my mind the question of whether it was meeting the requirements of the personas I have created, based upon my knowledge of the audience demographic.
Persona 1: With the money no-object attitude they are definitely looking for luxury. With the brochure I have designed reflecting the Range Rover in print form, I am confident the persona will be impressed the brochure matches what they are used to, and this gives them confidence the ownership experience will be just as impressive.
With the photographs, many focusing on the car in a very active way, whether off-roading in a rocky valley or traversing a desert, as well as an image for example of the Range Rover towing a large caravan, it really sells the capability of the Range Rover to the persona, it won’t let them down, or stop them enjoying days out and holidays.
They are quite interested in the facts and figures for this vehicle, after all, they are quite used to performance, and coming from a top of the range saloon, don’t want to lose performance or handling against the saloon. They are quickly reassured by the fact boxes and very clear information pages that allows them to understand the Range Rover will match their expectations.
Persona 2: This flash, affluent couple want really top of the range things and the brochure helps to convince them the Range Rover is exactly that. They are taken in immediately by the cover, as the monochromatic, lifestyle based images spring up the same connotations as that of their fashion and cosmetic adverts they are into.
They’re not interested in reading long passages of text, so the minimal text gives just the right impression, so they can drink in the Range Rover’s qualities quickly. They like the city images, as it strikes a chord with their environment. They can see just how many convenience gadgets the Range Rover has, from the Adaptive Cruise Control to the Park Assist.
They certainly love the personalisation pages though, as the wide selection of good quality exterior swatches, make them wonder as to how they’re ever going to choose! This continues throughout the rest of the exterior personalisation into the interior section, and at the end, they really feel like they want a Range Rover.
Persona 3: The Land Rover veteran spends a long time thinking about what car is right for them. After all, it’s a big investment, and they want/need it to be the right decision. They intently read the brochure and mull over everything from how the car looks to the options they could specify. The brochure is designed so although the information is minimal, it is very relevant, each section ticking off a box in the persona’s mind.
The persona is also concerned, after all, this is a very different car to the one they grew up with, and still wonders if they would be better off with the old version. However, seeing the spread showing how the Range Rover’s DNA and heritage has been enhanced is pleasing to them. Seeing the realistic photography, especially of the interior swings their mindset into seeing that this car really is a big improvement.
They are impressed with the quality of the brochure, and feel if that much effort has been taken with the brochure, it is reassuring for the vehicle. They feel the Land Rover brand is certainly in the best health it has ever been, after all they’ve owned many a Land Rover and Range Rover in their time, and not all of them have been good, some because of inherent reliability issues. They are confident upon seeing the spread on ‘Realising a Creative Vision’ that the brand is progressing.
Persona 1: They’re reading a premium automotive magazine, when they see the Range Rover leaflet. The qualities the leaflet has, from the monochromatic style to the reassured stance the persona is so used to hearing from the car brands he deals with makes them very interested in checking out a new Range Rover. It is the initial thought process that makes them think they could have a Range Rover instead of the large saloon.
Persona 2: The style is the immediate engaging factor here. Of course they have a knowledge of what the Range Rover is, but seeing the monochromatic images really reminds them of fashion and cosmetic adverts where this style is common. The association process continues, creating the desire and interest and from there the seed is lodged in their minds that the Range Rover could be the car they want.
Persona 3: They are interested in connecting with Land Rover further, and want to keep up with further news and offers from them. The social media icons are eye-catching in the footer of the leaflet, and he will follow up on them, probably acting upon a potential deal that can sweeten the deal further when he buys the car.
The persona is not instantly sold by the marketing talk, but their interest has been raised enough to consider getting a brochure. After all, if they are serious about buying this car, then they will want to take their time in making sure it is the right decision.
Persona 1: This persona is up on their technology, they own an iPhone, as do most of their family, and see it as being a great way of seeing how the car looks. It also gives them the best indicator of how they want their car specified, so it saves time when they order the car at a dealership. The info panels are especially welcome, as it answers questions they would have to ask the dealer otherwise.
As for the style, they are used to the iOS way of doing this, so instantly settle in with the app. They see the comparison in design to the brochure, and that builds up an extra level of intuitiveness as well.
Persona 2: This couple are very technologically savvy, so it is just second nature to download the app. They are happy using the interface, the navigation elements are very familiar to them. They also love the fact that they can actually see what the car looks like on the app, after all the brochure raised their interest, but they want to see the exterior swatches on an interactive car that they can move around and see from different angles.
Persona 3: The persona here is not overly technologically savvy, but they have an iPhone and they know enough to use it properly. So therefore it is quite a relief it is easy to use, and makes their life much easier. They are interested in specifying the vehicle down to the options and accessories, and from there, this helps in the process to convince them that buying a Range Rover will be the correct decision.
Conclusion: I am very glad I did my audience research properly, as putting myself into the position of these three personas certainly made me view the designs in a different light, and I would suddenly stop during the development phase and think ‘Hang on, is this really the right decision?’ I certainly think it has made my designs much better.