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.
Please note; for client confidentiality sensitive parts of all imagery has been pixelated. All work is copyright ©RussellWebbDesign 2026
Design Process
Service Blueprint
Service Blueprint
Proto-Personas
Service Design
Journey Mapping
Customer Experience Design
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
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.
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
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
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
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
Pique’d your interest?
This is but part of a selection of design information russellwebbdesign generated for the creative community out there. Please contact me further to discuss how your brand can benefit from the new channel: info@russellwebbdesign.co.uk
If something has peaked your interest. Please leave a comment below.
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