Set up a proof of concept on generating data-driven personas

client: swiss retailer

audience: internal employees

year: 2021

#user interviews #user assessments #data analytics #personas
#customer journey maps

The project set up a proof of concept on generating data-driven personas to ensure valuable output that can be used by the Business to support its delivery.
These Personas helped influence and shape the user behaviour from a UX perspective in designing new products, services and interactions, which was our core focus.

impact

quantitative research

Leveraging already existing data both internal as well as available market insights was the kickstart to identify the main 3 segments and focus areas to further explore in depth the behaviours.
Internally the CRM data and Google Analytics was the two key data sources.

qualitative research

After a series of customer interviews and consolidating insights we defined the most opportunistic personas as well as their needs and pain points so that they will be filled with actionable insights.
These insights allowed us to identify the WHY behind all these patterns.

scale

This initial proof of concept set the best practices and the guidelines for using Personas and User Journeys.
The client's UX Practice now have the internal know-how to drive a customer centric delivery of solutions rather than a technology driven delivery.

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