Circular Design Thinking
Workshop
Understanding guests and their needs is as important online as it is on properties.
WHAT I DID
UX Researcher & Project Manager
WHAT I DID
UX Researcher & Project Manager
WHAT HAPPENED
What started off as a regular persona project became a new dashboard for user research
WHAT HAPPENED
What started off as a regular persona project became a new dashboard for user research
WHAT NOW
Continuing user research to deepen qualitative understanding of persona journeys
WHAT NOW
Continuing user research to deepen qualitative understanding of persona journeys
About the project
I joined the Four Seasons Digital Team in Summer 2019 with the core mission of refreshing the
digital personas
A persona is an aggregation of user data into a character depicting key audiences. These are primarily used in design and marketing to enable human-centric design.
with more recent data. Synthesizing multiple user journey studies, former personas, and a cluster analysis findings during a whiteboard session.
Meeting with stakeholders on the team about the project, I noted the organization’s data-driven focus.
Problem space
Having numbers to back up digital pain points alongside qualitative data seemed imperative.
To develop personas that would actually be used, UX documentation needed to speak the language of the organization.
To develop personas that would actually be used, UX documentation needed to speak the language of the organization.
Creating personas from a cluster analysis of booking behaviour and existing research data about guest demographics.
In my own work, I always found personas to be reductive of rich user stories. It was time to try something new.
Solution
After playing with existing quantitative data to create the typical UX persona documents, I proposed a more sustainable source of user information.
The new project became an experience dashboard that mapped our audience segments to the customer’s journey.
The new project became an experience dashboard that mapped our audience segments to the customer’s journey.
Proposed prototype of the larger living persona dashboard.
Outcome
With the dashboard in a
Next steps are to build out segmented persona dashboards withNet Promoter Score (NPS) data and qualitative findings.
minimum viable product state Essentially the first version of
a product with just enough features to satiate project goals
, it will be used to report behaviour and personalize designs for different audiences.Next steps are to build out segmented persona dashboards withNet Promoter Score (NPS) data and qualitative findings.
Early prototypes of the the individual persona dashboards with additional qualitative and quantitative trackers.
In the end...
This project helped me develop a very key understanding for future work: to best advocate for user research, you need to do some internal research yourself.
This was an opportunity to manage user research and insight organization. By aligning with stakeholders on what is useable and valuable to the organization, a new user-driven approach was able to take form.