Background
Knowing who your customer is can be extremely helpful when designing new services or promoting existing ones. For example, it can lead to successful products and boost customer loyalty.
When it comes to small business owners, the profile of entrepreneurs has changed a lot in the last few years. This project aimed at defining and validating who were the customers of our client.
Task
The brief for this project was to develop a set of personas to help internal teams to design user-centred solutions.
Role and approach
The team started by analysing a huge amount of data in order to extract behavioural insights from the client’s customer database. This allowed us to draft some potential archetypes. We then conducted interviews to validated the identified archetypes.
I contributed mostly on:
Arranging and conducting user interviews
Analysing interview findings and identifying patterns
Designing the personas sheets and final deliverable
Template iteration: from sketches to final result
Results
This project encouraged user-centred thinking in the organisation. The set was distributed and used by internal teams when creating new services or validating potential solutions.
If I could work on this project again I would have loved to push for gauging the impact this tool has had on metrics such as sales or customer engagement.
Persona set: detailed and summary cards
Unboxing of the persona set: the top contained instructions of how to use them. For example, for validation or for amending a solution or for communicating with your customers
‘Who to choose?’ card: a card designed for internal teams to filter which personas could be more relevant for them to have a closer look at