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Crafting an unforgettable investment experience within the intricate world of investor behaviour unveiled a tapestry of needs and motivations that shape financial decisions. Using Experience Mapping these insights into the customer lifecycle were uncovered and common threads exposed.

Using proto-personas to Know your user – Pt I

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RussellW3bbDesign
in , , , , ,

Execute a Content Audit using proto-personas to gain a deeper understanding of user needs. Consolidate personas, communicate findings, to achieve a deeper understanding of all users.
Empower UX to move forward with experience maps to uncover user behaviour and emotions.

Contents

Please note; for client confidentiality sensitive parts of all imagery has been pixelated. All work is copyright ©RussellWebbDesign 2024

Hard Skills:

Design Process

Service Blueprint

Proto-Personas

Soft Skills:

Service Design

Journey Mapping

Customer Experience Design

Full List →

Despite resource limitations, this Content Audit project successfully utilised proto-personas to gain a deeper understanding of user needs. By consolidating and refining persona data into meaningful ‘chunks’, and effectively communicating findings to stakeholders, all lead to a deeper comprehension of users for all involved. This empowered us to move forward with the next stage – using experience maps to uncover user behaviour and emotions.

Limited Data, Maximum Impact

Delivering with resource constraints and tight timeline, this Content Audit / Inventory Battle Plan leverages the power of proto-personas as the primary intel.

Gather the troops

Assemble all content audit data

Regulated design environments are often constrained – it is important to offer agility and be resourceful. This level of Service Design would benefit from ;

  • Customer surveys
  • Stakeholder interviews
  • Analytics (rationalised down into meaningful chunks)

…and additional data. For this UX project the starting point was an extended collection of unverified proto-personas. These were then rationalised in to bucketed or grouped personas.

Navigating the complexity of proto-personas

Despite resource limitations, this Content Audit project successfully utilised proto-personas to gain a deeper understanding of user needs. By consolidating and refining persona data into meaningful ‘chunks’, and effectively communicating findings to stakeholders, all lead to a deeper comprehension of users for all involved. This empowered us to move forward with the next stage – using experience maps to uncover user behaviour and emotions.
Proto-personas: Adaptability in the face of organisational inertia and provide clarity to maintain stakeholder engagement.

Adapt UX to audience and personas

Larger organisations, often new agile methodologies, may still be in the early stages of embracing lean UX, so adapt your approach to your audience is a key skill.

When personas are agreed and validated as the only ‘source of truth’ – there also must be alignment that these refine and adapt personas over time, ensuring that they remain relevant.

Despite resource limitations, this Content Audit project successfully utilised proto-personas to gain a deeper understanding of user needs. By consolidating and refining persona data into meaningful ‘chunks’, and effectively communicating findings to stakeholders, all lead to a deeper comprehension of users for all involved. This empowered us to move forward with the next stage – using experience maps to uncover user behaviour and emotions.
Overly detailed personas can dilute effectiveness, especially for large organisations. This task focused on consolidating personas for greater clarity.

Focussed personas work well. Larger organisations multiply these audience types and their impact is reduced. This task looked at grouping and sorting by commonalities

Conduct extensive desk research to develop a deep understanding

Despite resource limitations, this Content Audit project successfully utilised proto-personas to gain a deeper understanding of user needs. By consolidating and refining persona data into meaningful ‘chunks’, and effectively communicating findings to stakeholders, all lead to a deeper comprehension of users for all involved. This empowered us to move forward with the next stage – using experience maps to uncover user behaviour and emotions.
Embark on a deep dive of user research to become the brand’s go-to expert on your target audience.

Absorb insights

Take the time to listen and absorb – Become the brand’s knowledge hub.

Absorbing insights and data is vital. Time spent at this stage of your research is key for informing a future IA.

Dig deeper to understand your users problems, needs and goals

Despite resource limitations, this Content Audit project successfully utilised proto-personas to gain a deeper understanding of user needs. By consolidating and refining persona data into meaningful ‘chunks’, and effectively communicating findings to stakeholders, all lead to a deeper comprehension of users for all involved. This empowered us to move forward with the next stage – using experience maps to uncover user behaviour and emotions.
Experience maps are your tools to excavate the nuances of user behaviour, emotions, and motivations. Use this to win over their hearts and minds.

Empathy-driven UX; Personas and experience maps

By delving into the emotional landscape of proto-personas, designers can gain a deeper user understanding. This insight fuelled the development of a clear and empathetic experience map.

Understand your audience types ; Their needs, aspirations, and behaviours. Commonalities and patterns will surface.

Common Thread and Outcomes

Despite resource limitations, this Content Audit project successfully utilised proto-personas to gain a deeper understanding of user needs. By consolidating and refining persona data into meaningful ‘chunks’, and effectively communicating findings to stakeholders, all lead to a deeper comprehension of users for all involved. This empowered us to move forward with the next stage – using experience maps to uncover user behaviour and emotions.
By selecting the most crucial key phrases from the workshop discussions, I was able to distil the essence of each audience type and crafted them into a call-to-arms that galvanised the mapping stage

Expertise within the team distilled the most essential insights (i.e. OUTCOMES), transforming them into powerful ‘calls to arms’ that served as the foundation for the mapping stage.

Next steps

By consolidating vast amounts of data into prototype persona groups, this Service Design approach conveys insights for stakeholders to digest, leading to deeper user understanding for all involved. This then informs the next stage, ‘Using Experience Maps to uncover user behaviour and emotions.’

Please note; for client confidentiality sensitive parts of all imagery has been pixelated. All work is copyright ©RussellWebbDesign 2024

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One response to “Using proto-personas to Know your user – Pt I”

  1. Using Experience Maps to uncover user behaviour – Russell Webb Design

    […] article builds upon the previous post ‘Get to know your users better‘. For a more comprehensive understanding of the UX and Service Design process that led to […]