Personas: when imaginary characters make a real difference

They may be fictitious characters, but they can fundamentally alter the way you run your business. Personas are imaginary users that you can create to understand real customer needs, behaviors, and expectations. When done properly, personas can unlock powerful learnings, help you optimize the supply chain, or give you a significant edge over competition. As Interaction Design Foundation (IxDF) points out, personas can guide your ideation processes, and they can help you to achieve the goal of creating a good user experience for your target user group. 

Advantage persona

Unlike the usual approach of creating solutions or services based on what the design team or the management thinks is optimal — or what their ‘gut feel’ says — personas are data-driven and derived from insights on users, market research and feedback flowing into the system. This makes the approach far more scientific and accurate. As IxDF adds, “Personas do not describe real people, but you compose your personas based on real data collected from multiple individuals. Personas add the human touch to what would largely remain cold facts in your research.”

Personas fit in neatly with design thinking. Both concepts put users at the center of what you are doing or hoping to achieve. And as Adobe notes, a deep understanding of your target audience is fundamental to creating exceptional products. User personas are an invaluable aid that can help product teams answer that most important question — Who are we designing for? “By understanding the expectations, concerns, and motivations of target users, it’s possible to design a product that will satisfy users’ needs and therefore be successful.” Personas also help designers build empathy with their end-users, allowing them to see things from a user’s perspective and enabling them to, figuratively speaking, put themselves in a user’s shoes.

Steps to building personas

Innovation Training lists four steps for successfully deploying data-driven personas in design thinking. The basic building block, of course, is extensive research on who your customers really are. The more data you can gather about them, the more you can flesh them out. This data-gathering can happen online or offline, through calls and interviews, or through survey forms and email conversations. It can even happen on various social media platform. 

After a few interactions with your customers, you will notice patterns and trends emerge. This will lead you to the second step of analyzing the data gathered so far, crystallizing points of interests and being able to create descriptions for the personas. “These personas could include details about the user’s education, lifestyle, interests, values, goals, needs, desires, attitudes, and actions. Give each of the personas a name and try to make them as realistic and representative of your customer types as possible,” advices the Innovation Training guide.

The third step is testing the personas and using them for problem analysis. This would typically involve looking at an issue your organization is grappling with, and then wondering how your personas would respond to this issue. The answers should effortlessly flow from the data you have collated so far. If not, you might have to go back to the drawing board and collect more relevant data. 

The final step is that of collaboration and iteration, where the creative and executive teams fine-tune the personas until they become practical, reliable, and useful to an organization. Throw any problem their way, and you are likely to get clear, succinct guidance from your personas. “Personas can take a while to get right, so don’t be afraid to iterate and revise as many times as you need until you are happy with the end result.”

Automating persona generation

By now it should be obvious that personas can only be as good as the data they are based on, and the tweaking you do to get them working optimally for your organization. This used to be a manual and tedious process till a few years back, but now you can deploy cutting-edge technology to speed up every step. An exciting development has been in automatic persona generation (APG), where intelligent algorithm and machine learning is applied to the multitude of data points you have accumulated on your users. This approach also makes it easy to keep iterating with your personas by letting AI do the heavy lifting. Moreover, APGs can be set up to learn and auto-update as new variables flow in. And yes, APGs are significantly cheaper to create than hiring specialists or consultants to create personas manually.

To find out how APGs can transform your supply chain and logistics business, do connect with the leading AI solutions provider, Amplo Global, for demo and further discussion.

Journey so far

Our Story

Amplo Global Corporate Social Responsibility (CSR) wing started its journey with the purpose of helping communities for transformation through a holistic approach. The focus is to create an eco-system leading to a self-sustainable value chain. Amplo Global’s social entrepreneurial mindshare along with various social impact start-ups are making a mark towards a better planet to live in.

Our first initiative has been shaking hands with Ahana, the first ray of the sun, a non-profit organization of Kolkata, West Bengal. We have been associating with Ahana from its inception, mentoring and guiding it, assisting to collaborate with various government and non-governmental organizations to conduct different programs related to empowerment and revival of traditional forms of art which are losing their relevance in this fast-growing world.

Amplo Global CSR & Ahana together took an initiative in Surulia village of Purulia district in West Bengal, to rejuvenate the traditional form of the art of making artefacts from molten zinc or brass or copper. We organized workshops where women artisans of Malohar community were given training for learning this art. Moreover, we also took necessary actions for official documentation of these till date unidentified group, so that they get the minimum government benefits allotted for them.

Knowledge development and enablement towards sustainability has been a key goal for AG CSR. To achieve this, AG CSR has planned to take up various projects. One such is conducting a workshop on ‘Gender equality gender justice: the rightful way towards sustainable social development’ with the students of Berhampore Girls’ College at Murshidabad. A one-day workshop has been organized with almost 300 students where a holistic vision on gender, sex and sexuality has been imparted to them. Along with that, they were given knowledge on relevant legal as well as social rights prevalent for them and also against cyber bullying and stalking. They were made aware of the rights available for them which will help them to develop social sustainability to deal in future.

Another knowledge building program has been taken up by AG CSR team in collaboration with a Kolkata-based non-government organization, Kolkata Sanved, working in the field with the survivors for almost twenty years, using Dance Movement therapy for psycho-social rehabilitation and social transformation. Kolkata Sanved wants to prepare a digital archive, consisting of the huge data of their functioning for last two decades, that will be a source of information and knowledge for any individual/organization who wants to work in this field in future. Amplo Global CSR team is supporting KS to curate and host digital archive representing Kolkata Sanved’s works and achievements since its inception.

Empowerment of women and children from the marginalized community and enabling them towards sustainability has always been the major goal of Amplo Global CSR wing. In order to achieve this, AG CSR team has been meandering its path through different projects. The collaboration with organizations like Dishari and Samabedan has been done with this target in mind. Though at the initial stage, AG CSR team is working with these two organizations to strengthen its structure with technical support. This includes helping them to finalize vision-mission statements for strategic management, developing proposals for mobilizing resources and guide them with proper implementation plan.

Along with empowerment of women, AG CSR also works towards the revival and preservation of traditional form of art. A very comprehensive program has been taken up by AG CSR team in association with Ahana and INTACH and with full-fledged support and cooperation of HSWS in the Kalimpong district of West Bengal. Workshops have been arranged in which women of the hills, having knowledge and skill of weaving in traditional handlooms. They were given training on new techniques and methods by professional designer cum trainer, whereby they were taught how to improve their skill and make more variety of products which have huge demand in the market. The aim is to showcase the right path in front of these women which will help them to reach the goal of sustainable livelihood in future.

Our Team

Amplo Global has a pool of experts with experience of working in national as well international organizations. Our expertise is in designing scalable yet customized programs in the field of alternative education, child protection, women empowerment and leadership, sustainable and dignified livelihood solutions, knowledge management and digital archiving, disaster management

Mentor

 

GM Kapur

 
Advisor

 

Partha Pratim Roy – Fulbright distinguished teaching fellow; experienced in development of discovery learning pedagogy and environment in secondary/post-secondary education industry; skilled in non-profit organizations, e-learning, Physics, Data Analysis and Science; strong community and social services professional with a M.Sc. in Physics and M.A. in Educational/Instructional Technology.


Team Members


Tinku Khanna – studied Sociology and Women’s Studies; worked to end sex trafficking among caste-communities trapped into inter-generational prostitution in Bihar, Delhi and Kolkata for last 20 years; has played key role in passage of landmark judgment in trafficking in Patna High Court; has also played key role in upgrading 542 residential schools for under privileged girls to class 12 in Bihar; has been part of prestigious ILVP of US government.

Sudakshina Addy – Masters in Political Science, initially she has been associated with various reputed colleges and universities as a part-time lecturer’ has experience of almost 12 years in the field of marketing and management of events, both social and corporate; as a member of the Amplo CSR team, she acts as the program manager cum coordinator and has been assigned the responsibility of planning, implementation, execution, monitoring and supervision of any program of Amplo Global CSR wing.

Soma Roy Karmakar – studied Development Economics from Calcutta University; has experience of working in audio-visual media and government high school at the beginning of her career; joined the social sector in 2007; from 2007 to 14, she worked extensively on gender, sex, sexuality and HIV & Aids prevention; from 2014 onwards, she started working with child sexual abuse and incest; very well-known trainer and resource person on child rights and child sexual abuse.

Panchali Chakraborty –

Our Story

Our Offerings

ECOSYSTEM BUILDING- Amplo Global aims at connecting the donors, foundations and the beneficiaries. The funds are collected from the donors which in turn gets received by the foundations. Amplo Global joins hands with these foundations to help and provide support to the beneficiaries in order to have sustainability in their life.

HELPING STARTUPS- Our purpose is to mentor, provide guidance and give back-office support to the newly built companies. Amplo Global is happy to take the responsibility of tutoring, guiding, advising and also imparting all kinds of support from the back office to the emerging companies.

FIELD SERVICES- Amplo Global dedicatedly works on the implementation, monitoring and report writing of the projects. As a non-profit organization, Amplo Global CSR Team personally visits the field to write reports of the projects, dedicatedly working on the implementation of the projects and as well as monitoring the progress.

KNOWLEDGE DEVELOPMENT- It is our responsibility to gather knowledge, to code and to curate data collected from the projects. After the implementation of the projects, Amplo Global takes the initiative to code, and curates the data that they gather from the projects and finally gives feedback to the foundations so that the beneficiaries have a blissful life and that the sustainable development goal is being achieved.

CONSULTANCY- Amplo Global plans to work as a consultant to other emerging corporate companies and guide them on how to utilize CSR funds. AG has an objective to mentor, support and help these new companies with the sustainable development goal in near future.

Our Aspirations

Introduction


Amplo Global firmly believes in the principles of social, economic and educational equity-based development. It has developed its CSR policy framework that is aligned with UNSDG 2030. AGI recognizes and acknowledges the fact that Corporate Social Responsibility (CSR) is a company’s commitment to its stakeholders to conduct business in an economically, socially and environmentally sustainable manner, whereby organizations serve the interests of society by taking responsibility for the impact of their activities.

While the practice of CSR in India still remains within the benevolent space, AGI is thriving to mark a shift from institutional building (educational, research and cultural) to community development through various projects. Also, with passage of time and global influences, it is becoming quite discernible that while CSR remains largely restricted to community development, it is getting more strategic in nature.

Our Aspirations


Our Vision – Amplo Global has made a commitment to amplify social impact using technological solutions.

Our Mission – The objective of the Amplo Global CSR Team is to build an ecosystem between the donors, foundations, beneficiaries and the corporate community.

OUR GOAL- our purpose is to use our business as a force for good, and building a safer and sustainable world for all. Amplo Global puts an emphasis on the concepts of women empowerment, imparting education to lead a sustainable life and the revival of the long-lost traditions of local handicrafts.

Our Value proposition is Creating a sustainable development model at the very grassroot level through problem solutions that can be repeatable, customizable and scalable.

Diversity, Equity and Inclusion

  • Achieve DEI goals of Diversity, Equity and Inclusion across employee and supplier value chain.
  • Create a DEI strategy for employers to develop best practices and track their progress.
  • Monitor DEI sustainability.

Circularity

  • Develop roadmaps to transform material value chain, advance circular models and minimize waste.
  • Optimize resource utilization in automotive battery circularity.
  • Simulate social risk and strategize to achieve social sustainability in the battery supply chain.

Decarbonization

  • Strategize pathways for Net Zero with our GHG protocol-led Scope 1, 2, 3 CO2e emission inventory tool.
  • Measure current carbon emission and simulate a low carbon roadmap.
  • Make smarter carbon investment decisions.

Green IT and Data

  • Address Climate crisis to meet ESG goals of Green IT and Data.
  • Mitigate economic risk to be LEED certified.
  • Manage Data as the new asset for ESG.

Green Infrastructure

  • Address ecological crisis to meet ESG goals of Green building.
  • Manage financial risk in transitioning to green infrastructure.
  • Strategize to adhere to LEED certification.

Green Sourcing

  • Develop framework and templates in AI/ML platform to meet green sourcing.
  • Assess the opportunities in green sourcing.
  • Devise Sustainability communication to build an ecosystem for green sourcing.

Green Supply Chain and Manufacturing

  • Optimize container features to minimize GHG emission in logistics.
  • Achieve end-to-end visibility assessment to meet sustainability targets.
  • AI-led supply chain simulation.

Benchmarking

  • Defines capabilities with data-driven, AI -led Peer Benchmarking.
  • Transform business while managing financial risk and opportunities.
  • Develop persona-based KPIs and a roadmap to achieve ESG goals.

Materiality and Maturity Assessment

  • Layer your organization’s capability maturity to every material topic supported with algorithmic integrated scores, attributes, ranking and heatmap.
  • Choose from preloaded global frameworks.
  • Collaborate with a spectrum of stakeholders to iterate and finalize.