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Customer Persona Development for an Online Bedding Store

Created detailed customer personas, Budget Buyers and Variety Shoppers, by analyzing customer data and demographic trends for a hypothetical bedding brand. These personas helped inform targeted UX and marketing strategies.

Project Type

Customer Insights & UX Strategy

Date

July 2025

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Project Overview

As part of the Google Digital Marketing Professional Certificate course, I worked on a project that challenged me to transform raw customer data into meaningful, human-centered personas. The task? To help a hypothetical online bedding brand better understand its key consumer segments and make data-driven improvements to user experience and marketing.

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This experience sparked my curiosity about the why behind customer behavior and how smart segmentation can elevate even the simplest e-commerce experience.

Step 1: Analysing Customer Data

I began by organizing the customer data spreadsheet, sorting the "Goal" column alphabetically. This brought the Budget Buyers to the top and the Variety Shoppers to the bottom.

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Step 2: Sorting Customer Demographics

Budget Buyers prioritize price and sustainability, while Variety Shoppers value diversity and quality. Demographically, Budget Buyers are mid-20s to mid-30s, urban, and younger families, while Variety Shoppers are mid-30s to mid-40s, suburban, and more educated.

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Step 3: Creating Customer Personas

Using this information, I crafted two detailed personas, including who they are, their individual goals, and their pain points.

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Key Takeaways

  • Identifying key concerns like cost for Budget Buyers and variety for Variety Shoppers helped me understand the core motivations behind each persona's purchasing decisions.

  • Analyzing demographic data such as age, location, household, and education allowed me to build more accurate and relatable personas.

  • Recognizing potential obstacles, such as limited product variety or unclear pricing, enabled me to suggest improvements for customer experience.

  • This project reinforced the importance of tailoring marketing strategies to specific customer needs, leading to more targeted and effective campaigns.

  • By understanding customer goals and barriers, I learned how to enhance the website and product offerings to better meet customer expectations.

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