Personas

Objective

Research and unify the company's understanding of its job seekers and employers, so that features could be better targeted, and product cycles shortened. Who uses its sites, why, and how often? What are they trying to accomplish? How do they judge success? Personify the target users and their encapsulated behavior, so that they are easy to recall and refer to in support of daily work.

Solution

Seeker Employer

MY Role

Project manager for outside firm's research and analysis, collaborated on development of personas from survey data, developed internal materials for socializing personas, rolled out new personas across company.

Outcome

Personas successfully became part of company's product development culture. Product requirements documents included a "Target Personas" section. Usability Lab recruited according to personas. Developers, product managers, marketing and designers used personas in work discussions.