Prior to beginning a major redesign effort for their website, this large company in the credit union industry wanted to develop personas to guide the design process. The challenge involved gathering and synthesizing large amounts of data around the personas in order to ensure their effectiveness.
The first step was to align internal stakeholders on what five key audiences they would want distilled into a persona. Workshops were conducted that involved groups from a wide range of departments within the organization.
Once the five personas were identified, a large survey was sent out to the credit union industry as a whole. Surveys were targeted to groups that represented each of the personas to gather data around how they operated and what their needs were.
This data was then synthesized and consolidated into main data points that began to form each of the five personas.
The first round of the visual documents were created to organize main data points and gain alignment on direction. The fifth persona, Job Seeker, was an anomaly, composed of secondary research only.
For validation & further qualitative data, three interviews per persona were conducted. These sessions were used to obtained more nuanced details of what each of the five personas dealt with in terms of day-to-day operations and challenges.
After final alignment of what data points to include, the rough drafts of the personas were then handed off to the creative department to bring them to life on a visual level.
Joe Stangarone - SendJoeAMessage@gmail.com - 414.322.7584