📌 STEP 1: Collect and Segment Internal Data
Gather behavioral data from SayPro’s major platforms:
| Platform | Example Behavioral Data |
|---|---|
| SayPro Courses | Course completion rates, course categories visited, time spent learning |
| SayPro Jobs | Number of job applications, CV uploads, preferred job sectors |
| SayPro Fundraise | Project submissions, donation amounts, repeat donor frequency |
| SayPro Classified | Listings posted, product categories viewed, buyer messages sent |
| SayPro App | Feature usage frequency, time of day active, device type |
Segment users based on actions, not demographics alone:
- Engaged Learners
- First-Time Donors
- Power Job Seekers
- Casual Classified Browsers
- Mobile-Only Users
🧠 STEP 2: Identify Behavioral Variables
Define what behaviors matter most to SayPro’s ecosystem:
| Category | Variables |
|---|---|
| Engagement | Frequency of logins, session duration, bounce rate |
| Conversion | Course enrollment, project submission, donation made |
| Retention | Repeat visits, completed tasks, follow-up participation |
| Channel Preference | Web vs. mobile, social referrers, email click-through |
| Navigation Path | Pages visited, depth of journey, drop-off points |
🧪 STEP 3: Cluster Users Based on Behavior
Use techniques like:
- K-Means Clustering
- RFM Analysis (Recency, Frequency, Monetary)
- Behavioral Scoring Models
Tools: Google BigQuery + Looker Studio, Python (scikit-learn), Excel PivotTables, Amplitude
🧍♀️ STEP 4: Build Behavioral Persona Profiles
Here are sample SayPro behavioral personas based on your data model:
👩🎓 Persona 1: “Committed Career Changer”
- Behavior: Active in SayPro Courses (3+ enrollments/month), explores SayPro Jobs, returns weekly
- Needs: Affordable certifications, employer-linked training, job-matching
- Frustrations: Long registration forms, unclear course outcomes
- Opportunities: Offer career tracks, 1-click course signup, mentorship
💼 Persona 2: “Urgent Job Seeker”
- Behavior: 10+ job applications in 2 days, skips profile setup, bounces if no results
- Needs: Fast job filtering, resume tips, alerts
- Frustrations: No quick-apply option, poor job targeting
- Opportunities: Smart job matching, CV templates, guided search wizard
❤️ Persona 3: “One-Time Emotional Donor”
- Behavior: Donates after a campaign video, but never returns
- Needs: Trust, emotional resonance, impact story
- Frustrations: No feedback post-donation
- Opportunities: Auto-follow-ups, donation receipts, project updates
📱 Persona 4: “Mobile-Only Browser”
- Behavior: Visits SayPro via mobile, doesn’t engage deeply, high bounce rate
- Needs: Fast load times, easy tap UI, SMS reminders
- Frustrations: Desktop-first layouts, popups
- Opportunities: Mobile PWA, WhatsApp-based notifications
📈 STEP 5: Visualize & Share Personas
Use Figma or Canva to create one-page cards with:
- Name + Icon
- Key behaviors
- Motivations & pain points
- Visual of their journey map
- SayPro service matches
✅ Bonus: Use Personas for Personalization & UX Decisions
- Tailor content (e.g., job alerts for “Urgent Job Seekers”)
- Prioritize mobile optimization for “Mobile-Only Browsers”
- Design feedback loops for “One-Time Donors”
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