Audiences & personas
Synthesis of user research into archetypal models to inform design thinking, or user-centred design processes.
Persona creation
Synthesis of research into proto-personas or fully detailed personas, in both cases, often through persona generation workshops with stakeholders.
Persona-focused design
Employing personas as part of design thinking, or user-centred, design processes, developing empathy maps, journey maps, user stories, and jobs to be done.
Featured Audiences & personas work
Starting with the audience
Answering the questions ‘who are the audience?’ and ‘what do they need?’ resulted in new insights that guided the development of the IA and UX for a multinational company with diverse B2B and B2C audiences.
Healthcare
Defining the target audience
Identifying the target audience, and the role the website played in their decision making led to the realisation the existing website did not cater to that audience. The new IA, navigation & content is designed to support the audience’s purchase journey.
B2B SaaS company
Identifying and filling content gaps
Workshops with stakeholders identified audiences whose needs were not met by this B2B site. The new IA and content provide engagement journeys tailored to each audience.
Education