{"id":3973,"date":"2023-09-07T08:52:00","date_gmt":"2023-09-07T08:52:00","guid":{"rendered":"https:\/\/new.salago.design\/sin-categorizar\/user-design-marketing-buyer-construir-personas\/"},"modified":"2023-09-07T08:52:00","modified_gmt":"2023-09-07T08:52:00","slug":"user-design-marketing-buyer-construir-personas","status":"publish","type":"post","link":"https:\/\/salago.design\/es\/blog\/user-design-marketing-buyer-construir-personas\/","title":{"rendered":"User, Design, Marketing, Buyer\u2026 Construir Personas"},"content":{"rendered":"<h2 id=\"\"><strong id=\"\"><em id=\"\">\u00bfInfluyen tus usuarios en la decisi\u00f3n de compra o se quedan en un primer deseo, sin m\u00e1s autoridad para tomar decisiones? \u00bfC\u00f3mo distinguirlos? \u00bfAl final\u2026 qui\u00e9n manda? Compradores y usuarios: A menudo, gente diferente con distintas motivaciones, expectativas y objetivos. Si los tienes bien ubicados, te ser\u00e1 m\u00e1s f\u00e1cil marcar el camino hacia tus objetivos.    <\/em><\/strong><\/h2>\n<p id=\"\">Ante un problema o necesidad, evaluamos las distintas soluciones que se presentan con una lente \u00fanica, seg\u00fan nuestra urgencia, motivaciones o inquietudes. <strong id=\"\">Profundizar en las motivaciones de usuarios y compradores es esencial<\/strong>, sea para <strong id=\"\">construir relatos de marca o campa\u00f1as de marketing<\/strong>.<\/p>\n<p id=\"\">Para llegar hasta esas ideas, podemos <strong id=\"\">construir arquetipos<\/strong> m\u00e1s o menos aterrizados, con foco en el uso (User\/Design Personas) o en la compra (Buyer\/Marketing Personas), que nos ayudar\u00e1n a mantener la vista en el destinatario final del trabajo.<\/p>\n<p id=\"\">No confundas compradores y usuarios, salvo que\u2026 los dos roles se acaben juntando en una misma persona.<\/p>\n<h2 id=\"\">Buyer Personas, orbitando en el planeta Marketing<\/h2>\n<p id=\"\">Las Buyer Personas son, en \u00faltima instancia, quienes <strong id=\"\">toman la decisi\u00f3n de compra<\/strong>. Incluso si no son usuarios, forman parte del mercado objetivo al que queremos dirigirnos. Como herramienta, los utilizamos para guiar nuestras campa\u00f1as, asegur\u00e1ndonos que hablaremos al p\u00fablico correcto, en su idioma, en los canales y con los mensajes m\u00e1s adecuados.  <\/p>\n<p id=\"\">Las Buyer Personas pueden ser individuos o todo un equipo, toman decisiones de alto nivel y sienten los objetivos y las expectativas como factores cr\u00edticos. Para construirlas, necesitaremos conocer (o decidir) sus<strong id=\"\"> caracter\u00edsticas demogr\u00e1ficas y psicogr\u00e1ficas, h\u00e1bitos de consumo, objetivos y desaf\u00edos<\/strong>, que no es poco. <\/p>\n<p id=\"\">\u00bfQue qu\u00e9 es todo eso? Edad, g\u00e9nero, ubicaci\u00f3n, ocupaci\u00f3n y rango de ingresos, valores, preferencias, actitudes y afiliaciones de marca, qu\u00e9 marcas y medios consumen, en qu\u00e9 canales, cada cu\u00e1nto tiempo, cu\u00e1les son sus objetivos en relaci\u00f3n con tu producto o servicio y c\u00f3mo t\u00fa vas a resolver (o a resolver mejor) los problemas o fricciones que tienen actualmente. <\/p>\n<p id=\"\">\u200d<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-normal\" data-rt-type=\"image\" data-rt-align=\"normal\">\n<div id=\"\"><img decoding=\"async\" src=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/03\/6516911732d6bd724dd3e482_salago_blog_user_design_marketing_buyer_construir_personas_03-1536x1024.jpg\" loading=\"lazy\" width=\"auto\" height=\"auto\" alt=\"\" id=\"\"><\/div>\n<\/figure>\n<p id=\"\">\u200d<\/p>\n<h2 id=\"\">Las Buyer Personas son ideales para\u2026<br \/><\/h2>\n<p id=\"\">\u2022 Definir internamente nuestros objetivos de <strong id=\"\">marketing<\/strong>.<br \/>\u2022 Segmentar el <strong id=\"\">mercado<\/strong> al que queremos atacar.<br \/>\u2022 Construir el mensaje de nuestra <strong id=\"\">propuesta de valor<\/strong>.<br \/>\u2022 Abrir la comunicaci\u00f3n a <strong id=\"\">nuevos clientes<\/strong>.<\/p>\n<p id=\"\">Y las Buyer Personas no te van a ayudar si lo que necesitas es\u2026<\/p>\n<p id=\"\">\u2022 Definir la personalidad de tu producto.<br \/>\u2022 Decidir con qu\u00e9 caracter\u00edsticas debe contar.<br \/>\u2022 Priorizar en diferentes etapas tus necesidades de desarrollo.<br \/>\u2022 Descubrir c\u00f3mo se utilizar\u00e1 el producto a lo largo del tiempo.<\/p>\n<h2 id=\"\">Design Personas, la constelaci\u00f3n del Usuario<br \/><\/h2>\n<p id=\"\">Si la construcci\u00f3n de Personas, en marketing, se centra en el QUI\u00c9N,<strong id=\"\"> una Design Persona se centrar\u00e1 en C\u00d3MO<\/strong>. Las Design Personas nos ayudar\u00e1n a entender el contexto de quienes utilizan nuestro producto o servicio de manera directa e intensa, profundizando en su facilidad de uso, las habilidades requeridas, la curva de aprendizaje, experiencias previas y expectativas. <\/p>\n<p id=\"\">Las Design Personas se centran en micromomentos donde un usuario particular trata de lograr un objetivo concreto. En ellas encontraremos toda la informaci\u00f3n presente en las Buyer Personas, pero tambi\u00e9n informaci\u00f3n extra sobre su comportamiento, como el camino que siguen hasta lograr el objetivo, patrones de afinidad o qu\u00e9 est\u00edmulos afectan a su toma de decisiones y c\u00f3mo. <\/p>\n<h2 id=\"\"><strong id=\"\"><em id=\"\">\u00abHaving a persona is no substitute for user research with actual users\u00bb<\/em><\/strong><\/h2>\n<p id=\"\">Chris Thelwell | Are personas ruining your product?<\/p>\n<p id=\"\">Ser\u00e1n la referencia interna a la hora de discutir la visi\u00f3n global de nuestro producto o servicio, record\u00e1ndonos que, en realidad, quienes lo usan (y no nosotros) son sus due\u00f1os. Nos ofrecen una visi\u00f3n realista y objetiva de d\u00f3nde se encuentran los problemas. \u00bfProblemas resueltos? Mejores cr\u00edticas, mayor boca oreja, m\u00e1s ventas.   <\/p>\n<h2 id=\"\">Las Design Personas se crean para\u2026<\/h2>\n<p id=\"\">\u2022 Definir con qu\u00e9 <strong id=\"\">caracter\u00edsticas<\/strong> debe contar el producto o servicio.<br \/>\u2022 Marcar <strong id=\"\">casos de uso<\/strong> realistas.<br \/>\u2022 Decidir c\u00f3mo se comportar\u00e1 la <strong id=\"\">interfaz<\/strong>.<br \/>\u2022 Refinar la <strong id=\"\">apariencia<\/strong> de nuestro producto o servicio.<\/p>\n<p id=\"\">As\u00ed que no nos ayudar\u00e1n a la hora de\u2026<\/p>\n<p id=\"\">\u2022 Marcar estrategias de captaci\u00f3n.<br \/>\u2022 Definir nuestra comunicaci\u00f3n externa.<br \/>\u2022 Crear materiales finales de ventas.<\/p>\n<p id=\"\">\u200d<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-normal\" data-rt-type=\"image\" data-rt-align=\"normal\">\n<div id=\"\"><img decoding=\"async\" src=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/03\/6516913162553f7f1a855ad0_salago_blog_user_design_marketing_buyer_construir_personas_04-1536x1069.jpg\" loading=\"lazy\" width=\"auto\" height=\"auto\" alt=\"\" id=\"\"><\/div>\n<\/figure>\n<p id=\"\">\u200d<\/p>\n<p id=\"\">\u200d<\/p>\n<h2 id=\"\">C\u00f3mo construir Design\/User Personas<br \/><\/h2>\n<p id=\"\">Son modelos (representaciones conceptuales) de c\u00f3mo es nuestra audiencia, as\u00ed que necesitaremos investigar y plantear sus objetivos, deseos y comportamiento. Tendr\u00e1s que profundizar en sus <strong id=\"\">metas, el contexto en el que viven, su edad y g\u00e9nero, sus necesidades y sus miedos<\/strong>. <\/p>\n<p id=\"\"><strong id=\"\">Los esenciales:<\/strong><\/p>\n<p id=\"\">\u2013 Necesitar\u00e1s una foto de perfil, nombre y apellidos, edad, g\u00e9nero, d\u00f3nde vive, n\u00famero de hijos, arquetipo, una breve biograf\u00eda y un mapa de personalidad.<br \/>\u2013 Im\u00e1genes relacionadas con su estilo de vida.<br \/>\u2013 Personalidad: \u00bfIntrovertido o extrovertido? \u00bfAnal\u00edtico o creativo? \u00bfPasivo o activo? Puedes enfocar este punto desde diferentes perspectivas: Myers-Briggs, descripciones o diagrama de ejes.   <br \/>\u2013 Metas y motivaciones (relacionadas con tu producto o servicio).<br \/>\u2013 Crear materiales finales de ventas.<\/p>\n<p id=\"\"><strong id=\"\">Para dejarlo niquelado:<\/strong><\/p>\n<p id=\"\">\u2013 Crea entre 3 y 5 personas.<br \/>\u2013 Presta especial atenci\u00f3n a los productos de tu sector que ya est\u00e1n utilizando.<br \/>\u2013 Refleja el customer journey de cada una de tus Personas (abandono, rebotes, d\u00f3nde se duermen, qu\u00e9 les mueve\u2026).<br \/>\u2013 Destaca sus diferencias.<br \/>\u2013 Refleja un d\u00eda modelo en una l\u00ednea de tiempo.<br \/>\u2013 Incluye metas que tu producto puede ayudar a conseguir, aunque sea de manera indirecta.<br \/>\u2013 Revisa los medios que utilizan, desde redes sociales a webs o navegadores.<br \/>\u2013 A\u00f1ade comentarios reales.<br \/>\u2013 Plantea sus marcas, libros, pel\u00edculas, m\u00fasica favorita.<br \/>\u2013 Busca una m\u00e9trica com\u00fan para comparar el comportamiento de tus diferentes Personas.<br \/>\u2013 Asegura un dise\u00f1o consistente.<br \/>\u2013 Utiliza iconograf\u00eda para enfatizar informaci\u00f3n.<br \/>\u2013 Dale cari\u00f1o a la visualizaci\u00f3n de datos.<br \/>\u2013 Y recuerda, <strong id=\"\">los comportamientos, actitudes, opiniones y motivaciones son los que hacen que nuestras Personas sean humanas.<\/strong><\/p>\n<h2 id=\"\"><strong id=\"\"><em id=\"\">\u00abYour target users\u2019 pain points should influence your design decisions more than anything else\u00bb<\/em><\/strong><\/h2>\n<p id=\"\">Tony Ho Tran | 5 essentials for your user persona template<\/p>\n<p id=\"\">Profundizar en tus Design Personas te permitir\u00e1 desarrollar materiales como\u2026<\/p>\n<p id=\"\">\u2022 <strong id=\"\">Documento de Requisitos<\/strong> de tu producto o servicio, esencial para el equipo de dise\u00f1o, pero tambi\u00e9n para marketing, ventas o desarrollo. Describe su prop\u00f3sito, funcionalidades y caracter\u00edsticas.<br \/>\u2022 <strong id=\"\">Arquitectura de la informaci\u00f3n.<\/strong> Al entender el modelo mental de los usuarios, podr\u00e1s distribuir la informaci\u00f3n en funci\u00f3n de c\u00f3mo clasifican y navegan los contenidos.<br \/>\u2022 <strong id=\"\">Gu\u00eda de estilo<\/strong>. Sabr\u00e1s qu\u00e9 colores, qu\u00e9 tipograf\u00edas, qu\u00e9 universos visuales van a conquistar a tu p\u00fablico. Te asegurar\u00e1s de qu\u00e9 marca y estilo atraen a tus usuarios objetivo.<br \/>\u2022 <strong id=\"\">Estrategia de contenidos<\/strong>. Tono de voz y estilo. Tendr\u00e1s m\u00e1s claro qu\u00e9 tipo de contenido crear y d\u00f3nde distribuirlo.     <\/p>\n<p id=\"\">\u200d<\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-normal\" data-rt-type=\"image\" data-rt-align=\"normal\">\n<div id=\"\"><img decoding=\"async\" src=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/03\/6516914ca4a457153f4e57cd_salago_blog_user_design_marketing_buyer_construir_personas_05.jpg\" loading=\"lazy\" width=\"auto\" height=\"auto\" alt=\"\" id=\"\"><\/div>\n<\/figure>\n<p id=\"\">\u200d<\/p>\n<p id=\"\"><strong id=\"\">Ah\u00ed van algunos ejemplos<\/strong>, por si quieres ponerte con ello<\/p>\n<p id=\"\"><a href=\"https:\/\/dribbble.com\/shots\/3338369-Universe-User-Personas\/attachments\/723326\" target=\"_blank\" id=\"\">Drew The Influencer<\/a> , de Arthur Chayka.<br \/>Nerdy Nina, de CTRL Metrics.<br \/><a href=\"https:\/\/dribbble.com\/shots\/1085739-MailChimp-Persona-Project\" target=\"_blank\" id=\"\">Mailchimp Personas<\/a>, de Justin Pervorse.<br \/><a href=\"http:\/\/blog.appliedbydesign.com\/image\/80da.Analytical-User-Persona.jpg\" target=\"_blank\" id=\"\">The Aviator Analyst<\/a>, de Applied by Design.<\/p>\n<h2 id=\"\">\u00bfSe te hace bola? \u00bfQuieres bajar tus Design Personas y vas sin tiempo? <\/h2>\n<p id=\"\">\u00bfTienes toda la informaci\u00f3n pero\u2026 ni ganas de ponerte con el dise\u00f1o? &nbsp;<a href=\"https:\/\/salago.design\/contacto\/\" target=\"_blank\" id=\"\"><strong id=\"\">Nos silbas<\/strong><\/a> <strong id=\"\">y te ayudamos, en Salago, de personas, sabemos un rato.<\/strong><\/p>\n<h2 id=\"\">\u200d<\/h2>\n<p id=\"\">\u200d<\/p>\n<p id=\"\">\u200d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfInfluyen tus usuarios en la decisi\u00f3n de compra o se quedan en un primer deseo, sin m\u00e1s autoridad para tomar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3972,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[24],"tags":[],"class_list":["post-3973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diferencias entre compradores, buyer persona y usuarios<\/title>\n<meta name=\"description\" content=\"Entender las motivaciones de compra y las necesidades de cada usuario es fundamental para realizar campa\u00f1as de marketing efectivas. \u00a1Conoce las claves!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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