I led the development of personas to help our client better understand the core needs and behaviours of their user base, promoting a unified understanding between departments company-wide.
Brief
As UXR lead on this project, my role was to take charge end-to-end including recruitment, user testing, stakeholder management and final deliverables.
The high level objective was to understand customer backgrounds, goals, motivations, values and contributing behaviours when choosing particular products.
Client
Redacted
Role
UX Researcher
UX Designer
Responsibilities
User research
Ideation workshops
Testing recruitment
Concept testing
Hypothesis crafting
Stakeholder management
Problem
Our client needs to identify the core personas that define different needs of their user base. This is done in order to make more informed decisions that will impact customers as well as unify an understanding across all departments in the business such as marketing, design, business, strategy, etc.
Business Insights
Different departments have diverse perspectives of user needs and behaviours, which can sometimes lead to conflicts
Each department operates autonomously, with limited interdepartmental collaboration
Solution
Collect the data by conducted one-on-one interviews, with the objective to understand the customer. This includes background, behaviours, preference in product(s), goals, motivations, and values.
Create deliverables that effectively communicates findings in a digestible manner across all departments
Addressing Business
Needs
Improve internal alignment between all departments
Empower departments to make more informed and strategic decisions
Improve communication efficiency between departments
Impact
The success and positive reception of this project solidified my reputation as a user expert and established communication channels where I could serve as a consultant for project ideas and briefs, both internally and externally.
Since this type of project was new to the client, it strengthened our business relationship and boosted their confidence in exploring new project types, opening up new opportunities across other departments
Outcome
Project received positive feedback from all client departments during workshops
Led to requests for new lines of work, client requesting three additional persona projects
One of the deliverables was a highlight reel that made a significant impact and paved the way for additional video-based projects, including testimonials and YouTube shorts
Methodology
