User profiles, also known as user personas, are widely used in various fields as an effective tool to outline target users and connect user requirements with design directions.

Currently, the market is divided into To C and To B. The user profiles spreading on the Internet are mainly for the C-end, which have many templates, comprehensive methods and mature RFM models, and gradually generate some user insight companies to help enterprises improve their user profiles. However, these C-side templates can't be directly applied to To B-side enterprises, and the two user profiles have different research groups, resulting in slight differences in insight methods.

Here I take the example of making a To B user portrait to explain, hope to solve your problem, its main content includes:

1, the basic user information

The basic user information is very easy to understand, the B customers are usually enterprises, its basic information includes enterprise information, organizational structure, company characteristics, etc., the information on the basic framework of the user to provide a great help to our construction. This information is very helpful for us to construct the basic framework of users. According to the user's basic information, the user team size can be roughly divided into less than 10 people, 20 to 50 people, more than 50 people and other types. Alternatively, different teams can be categorized according to the core focus indicators of their industry.

Here, we take a company with 20 to 50 people as an example, and the template can be filled in with information about the company name, company characteristics, and organizational structure in turn.

Completing the input of basic information, the basic appearance of 20-50 people startups can be clearly shown in front of us, this information is similar to the information of C-user profiles, which is a good solution to the problem of "who is the user", and visualize the data and text in a line, so that production and researchers can feel the living user, instead of falling into self-imagination. The information of user profiling is a good solution to the problem of "who is the user", which visualizes a line of data and text, so that the production researchers can feel the living user, instead of being trapped in the loop of self-imagination.

2. Purchase decision chain.

After establishing the basic user profile, we can continue to start from the user decision chain. If we can fully understand the influence of the various players in the decision chain, as well as their needs for the product, then we can improve the success rate of obtaining orders, and then complete our exploration of the core requirements of the user.

Taking a PM portrait of Blue Lake as an example, Kevin is the product owner and has a lot of experience in the community field. Their product tempo is never based on the standard of fast, but on the standard of good. Currently, they pay a lot of attention to process management and document precipitation, knowing that these are the keys to ensure high quality output products. We hope to have an All-in-one tool to make it easier to use.

The number of different companies, the length of the decision-making chain is also different, the influence of the PM of a small company can account for 70%, and the PM of a medium to large team also has a key role as a director, VP, CEO and so on. So you can target different companies to supplement other key user profiles and improve the decision chain.

3, the user's core demands.

After understanding the user profiles of each key role, we can summarize the core demands of the decision makers; on the one hand, from the dual dimensions of users and decision makers, we can help the products to be continuously optimized and iterated; on the other hand, we can provide a handhold and basis for the customer's fine-tuned operation to achieve the product's growth target, so as to increase the market share of the enterprise.

If the research is deep enough, you can even get some key user data, such as DAU, WAU, etc., which is very helpful for you to fill in the last blank of the user profile.

After the end of collecting the above information, you can make personalized additions based on the points of difference found in the research, such as re-categorizing the users, changing the company size of the users, and adding the key person portraits.

Insight into the user and then output a complete user profile report is something we all must understand, whether you are a product, design, or operations, sales, understand the user can make us more targeted to help them achieve their goals.

I've uploaded this template to BlueLake's SuperDocs, so you can select it directly when creating your document, and I hope you enjoy it!