Value Of PErsonas

Professionals in marketing, sales, product, and services use personas to internalize the ideal consumer they’re trying to attract. Personas foster a virtual relationship with consumers by depicting them real humans. Having a deep understanding of buyer personas is critical to content creation, product development, sales, acquisition and retention.

The following 5 personas were developed for the eCommerce and Digital Marketing teams at Crocs, Inc. They were designed to build consumer empathy and translate the experience of wearing comfortable footwear to the digital space of shopping online.

Role: UX and project director. The work below was completed both by myself and in collaboration with my team at Crocs, Inc