Artikel
B2B Personas and Prototypes
We present a framework for crafting Company Personas and People Personas and putting them together in a Persona Network.
The Challenge of B2B Personas
In B2B contexts, you're not just designing for individuals - you're designing for companies AND the people within them. Traditional B2C personas don't capture this complexity.
Our Framework: Two Types of Personas
Company Personas
Company Personas describe the organizational characteristics that influence buying decisions and service usage:
- Company size and structure
- Industry and market position
- Decision-making processes
- Technology landscape
People Personas
People Personas describe the individuals who interact with your service:
- Roles and responsibilities
- Personal goals and motivations
- Pain points and needs
- Emotional and social jobs
The Persona Network
By combining Company Personas and People Personas in a network, you can understand how different user types interact within and across organizations.
Prototyping for B2B
Different People Personas require different prototyping techniques. We explore which methods work best for which user types.