User Personas
Project
PropertyGuru Finance
User Personas
Design Team
Product Designer (my role)
UX Researcher
Duration
3 months
User Personas
Final
Discover
Stage 1
[ Discover ]
Affinity Mapping
As a first step, affinity mapping was done to analyse and make sense of data gathered from recent user interviews and observations.
Define
Stage 2
[ Define ]
Proto personas
By leveraging existing research, user journey mapping, and affinity mapping results, perceptual maps and proto personas were formulated.
Research
Stage 3
[ Research ]
User Testing
The objective was to validate personas while simultaneously working on projects.
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During the qualitative user testing of a product concept, with the help of a UX researcher, we observed and incorporated persona-related questions to identify each user's profile.
[ Research ]
Internal Quiz
Furthermore an internal quiz was sent across Fintech team to validate some of our assumptions.
Synthesize
Stage 4
[ Synthesize ]
Key Identifiers
Some key identifiers were discovered through research which help us validate the 3 personas.
Challenges
[ Challenge 1 ]
Data relevancy
Challenge: How do we use data that may be outdated to create personas?
Solution: Use interviews, surveys and data that are a year or less old specific to our users' financing journey.
[ Challenge 2 ]
Scalability
Challenge: Can we / how can we scale personas for people who are in different stages of their home buying jouney?
Unsolved, proposed solution: Benchmark with a user's home buying / selling journey, requiring cross BU collaboration.