Digging Deeper Into Personas: Fundamental User Assumptions

At this point, you and your business are well on your way to being ready to develop your approach to offering personalized content online.  You’ve identified your user personas, establishing who your ideal customers are.  Now the challenge is in determining how to market directly to them in order to create a customized user experience, leading them to consume your content in a natural, intuitive manner.

“By failing to prepare, you are preparing to fail”

–Benjamin Franklin



To fully prepare for offering content online, you can’t stop once you’ve defined your user personas—that’s only half the job.  You also must predict as many characteristics and behaviors of those personas as possible so you can tool your website design and content to fit their needs and expectations.

Let’s take a look at an example:

Consider a company who identifies one of their user personas to be a young adult, newly graduated from higher education.  What are some assumptions you can make about the characteristics, behaviors, and habits of this group as a whole, particularly when interacting with a website such as the one you intend to build or improve?  Their patterns of behavior and expectations would obviously contrast highly with those of another persona, that of a corporate buyer who would be looking to purchase your service or products in bulk for their business.

How can you idealize your website’s user experience to appeal to either group?

For the corporate buyer, one assumption you can make about their buying patterns is that they will likely work from an office, using a computer at their desk.  This will contrast with the expected behavior of the other persona, who would be much more likely to try to access your website on a mobile device.

These assumptions can inform your actions as follows:

  • The large group of expected mobile device users will necessitate your making a mobile-friendly version of your website.
  • At the same time, you don’t want to create a stand-alone mobile app (at least not as your primary platform) because of the corporate buyers you expect to be accessing your services through their computers from work.
  • Because of these assumptions you’ve made about your personas, you will likely decide to create a website rather than an app, but ensure you have mobile-friendly layouts and responsive styling.


This is just one of many sets of assumptions you can make about your user personas and their habits or behaviors. In addition, these preferences are excellent illustrations of how some planning and forethought about your ideal customers can help you determine what kind of user experience to present to the public.


Download our Fundamental User Assumptions workbook below