Defining The Problem
Synthesising the Data
The data was synthesized and certain metrics were defined, including the opportunities, objectives, measures of success and customer motivations and needs.
Personas
Using the data collected when analysing the market competition, we created multiple personas to uncover the different ways user's interact with competitor products. This allowed us to focus our efforts on improving the experience for real world customers and develop a superior service. Data was also utilised from our initial interviews with company staff to develop a specific and unique persona.
![](https://cdn.prod.website-files.com/6364dd1c927fbc244b20cc4a/636e2586aa9e99a2ec591d88_PersonasPOW.png)
As a multiciplinary design agency, we often like to offer additional services such as digital marketing. The inclusion of predicted social media use in our personas not only helps to predicted which UI styles and applications the user is already familiar with, but it also helps to suggest the most effective means of promotion, should they require that at a later date. Developing thoughtful personas is also an effective way to build trust and confidence from our clients as it shows our consideration their unique customers.
User Empathy mapping
In order to create a shared understanding of the user needs and to aid in the decision making process througout the project, it was important to articulate what we knew about the certain types of users into empathy maps.
![](https://cdn.prod.website-files.com/6364dd1c927fbc244b20cc4a/636e2586aa9e99121b591d90_EmpathyMapsPOW.png)
User Journey Mapping
Using my previous research and customer personas I developed a user journey map based on a prototypical consumer
![](https://cdn.prod.website-files.com/6364dd1c927fbc244b20cc4a/636e2586aa9e99faaf591dcb_user%20journey%20Mapping-POW.png)
User Needs Statements
After analysing the empathy maps and documenting different patterns throughout, we were able to establish priorities in the user needs. This enabled us to create a set of definitive user needs statements which we could then use and refer to at the ideate phase and throughout the entire project.
![](https://cdn.prod.website-files.com/6364dd1c927fbc244b20cc4a/636e2586aa9e9983ed591d98_UserNeedsPOW.png)
Business Goals Alignment
On top of frequent communication with the client, it was important for us to take deliberate breaks in the project to ensure our goals matched their vision and they were happy with our direction moving forward.