Bring user needs, frustrations, and attitudes to life through Personas – then keep them at the heart of design.

Personas are often the quickest and most effective way to build empathy for the users of a website, system or service. Personas put a face and name to your research and represent the collective needs of your users.
Our approach to creating personas includes:

• researching business needs and goals, user and market data
• interviewing users to gain an understanding of what drives them
• analysing user interviews and determining what matters to them
• validating the personas with front line staff
• creating the final personas, and writing their stories.

Benefits

Personas are a powerful tool that offer many key benefits:

• communicate: with stakeholders, developers and other designers
• build consensus: personas pull a team together around a shared vision of exactly which user groups are being designed for and what their needs are
• keep costs down: early consensus typically leads to less miscommunication and lower costs as more detailed decisions are taken
• walk in your users shoes: personas foster empathy for your site or system’s users so you can make design decisions that will help them

Deliverables

You’ll get a set of personas that reflect the attitudes, behaviours, motivations and needs of your key user groups. We can present these in a number of different formats, depending on your needs.