Creating a more user-centric minded organisation through a ux vision and personas
What
I spotted an opportunity to make the client more successful by helping them become more user-centric. As a first step I set up a project to create personas and co-create a UX vision.
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Responsibility
I was in the lead of the project and collaborated with fellow designers to create the personas and collaborated with colleagues from different disciplines to create the UX vision.
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Result
I believe I was successful since the personas and UX vision are mentioned in day to day discussions and are used to measure new ideas against.
Roles
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deliverables
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Methods
Service design
Personas
UX vision
User interviews
Personas
Vision in product design
Co-creation workshops
Snapshot of the interview script
Challenge & approach
The challenge was to make the organisation more design-centric. First I set up a project to create personas to make users come alive. Afterwards I co-created a UX vision so everybody would feel part owner and more likely to use it.
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To create the personas we started off by doing research and learning from the marketing personas that already existed. To recruit a diverse group of 16 users to interview, we defined about 15 characteristics we assumed users would differ on, as e.g. digital savviness.
Photo of the interview
Creating & sharing personas
We went through the findings and mapped them out on the different characteristic axises we defined before and new ones we uncovered in the interviews. We identified 5 clusters of similar users and created the personas based on that.
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To evangelise the personas we held several talks and workshops in the different teams to explain what they are, do some role playing and give tools on how to use them. For example, scoring ideas per persona to understand what the effect would be per idea on the different personas.
Mapping the users to characteristic axises
Explanation on the personas and how to use them
Example of a future context theme
UX vISION
In order to create a wholesome UX vision that would actually be used, I set up a co-creation session with colleagues from different disciplines to think along.
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I based the approach on the Vision in product design process where you start with the user's future context and then derive what experience you want to offer. As input for the workshop I created a future vision in the form of different themes based on trend and development research.
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In the workshop we went through the future context and brainstormed on the desired experience we wanted to offer users. A very fruitful and fun workshop!
Team brainstorming on the desired experience
Results & next steps
I closed off this project by processing the outcomes of the workshop and defining the exact vision, desired experience and focus areas to start working on. I created a poster to illustrate all this and shared this in several talks and workshops where we discussed the vision and how it can apply to everybody's day to day work.
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The assets, co-creation and workshops really paid off since both the UX vision and personas are still part of discussions on a day to day basis!
UX wall with UX vision and personas in the office