PERSONAS

THE GOAL

Create accurate representations of key user groups that can be distributed across the organization to help focus decision making around site features and experiences.

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THE CHALLENGE

Take dry user metrics and turn them into relatable personas that everyone in the organization could use in their planning sessions. 

THE SOLUTION

The personas project offered an opportunity to work directly with the Data and Analytics team as well as Customer Service. Together we correlated a massive amount of data into a few user segments.

We included an anti-persona, the Aggressive Pro Seller, whose activities on the site we did not want to support. Knowing who you're not design for is an important part of planning site experiences and it also makes the organization's ethos clear. The inclusion of the anti-persona was controversial. 

The successful execution of the personas project led to a number of products in varying formats ranging from online reference materials to physical products like quick-reference guides and detailed booklets.