persona 1

Project Description

A client was creating an internal company credit card management product. Before beginning design, they wanted to understand their target users. So I ran a two-month User Research study, then I synthesized the resulting notes and data into 3 personas.

Skills Used

  • User research
  • Persona creation


Before conducting the research, my client had planned to make an extremely simple system — so simple that none of the clients I interviewed could have used it.

I provided suggestions on how to minimize feature development while also adding some of the critical features for their users. That’s also how I ranked the personas, and why I recommended not supporting the tertiary persona.

Research Process

Most of the clients were in remote locations, so interviews took place via video or phone call. Some of the client’s staff sat in on calls, some did not. When they did sit on calls, I often ended up helping them calm down and reflect — sometimes they wanted to immediately go make changes based on that interview.

They also expressed surprise at how deep I was going with the clients, thinking at first that they merely needed to say “do you like this feature?” “Yes.” “Great, how about this feature!” As they began to hear about deeper user needs, they began to understand why that was important.


persona 1Primary persona, with the easiest problems to solve and the largest population in the study. Happy to change providers if it would get their issues solved.

persona 2Secondary target persona, smaller part of the market. Good design would solve their major challenges, so they would be pretty easy to target. Not excited about changing providers (“another system to learn!?”) but open to it. Made it clear in the writeup that they should be secondary, not primary.

persona 3Tertiary persona, not targeted — their needs and goals were extremely complicated. They also weren’t a large part of the market, and were not excited about changing providers.

Unfortunately, their funding was problematic, so we didn’t get to continue the project beyond this point.