UltraMix User Persona Comparison

Goals

This persona comparison is made to help us streamline and prioritize our product development milestones. It is also used to determine marketing strategy and create new pricing tiers. 

• Product Development
• Prioritize Features
• Cornerstone Content Strategy
• SEO Optimization
• Pricing Tiers

Created by:

UltraMix

Audio Production Software

Summary of Key Findings

We separated our user base into three main categories based on their usage of the product in a professional setting, as well as their propensity to upgrade to new price tiers. The consumers in these categories each seek different goals and features. Defining their demographics will assist us in making sure we are targeting the correct potential users when marketing their desired content. This will help the conversion rates and improve the performance of our online and social media marketing efforts. 

Future Plans

• Create targeted content for each user segment.
• Prioritize new feature deployment around the Prosumer Segment.
• Deploy team management, single billing, and collaboration in stages for professionals.

Enthusiasts

Prosumers

Professionals

"I just want something free and simple. A product that gives me a chance to learn the basics."

"I enjoy working with DAWs that has features I'm familiar with but also leaves room for exploration."

"I prefer premium programs that can get me high end features with a smooth workflow and design."

Desired features:

• Free
• Shallow learning curve
• Accessible tutorials/guides
• Immediate results

Dislikes:

• Complicated DAWs
• Lack of support / guides
• Long installation process

Main Goal:

Create a simple project with fast and easy-to-use features. 

Desired features:

• Cheap
• Familiar features
• Easy-to-learn new features
• Clean looking designs

Dislikes:

• Break of continuity from previous DAW
  • Lack features from previous program
• High prices for the professional feature.

Main Goal:

Generate near-professional sound quality through cheaper software. 

Desired features:

• Professional quality
• Smooth workflow
• Popular within industry
• Consistent results / lack of bugs

Dislikes:

• Incompatibility with other DAWs
• Limited features / plugin options
• Lack of control over sound

Main Goal: 

Achieve professional audio quality consistently and allows room for personal creativity

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