User Personas

User Personas boost empathy by giving a human face to a set of common user needs, goals, and frustrations.

Bivarus already had marketing personas, but the CTO brought me on to develop user-centric personas for a 2.0 evolution of their patient survey platform (which was sold to their competitor at 10x valuation!).

These personas were synthesized from a variety of data sources. As the sole UX practitioner on the project, I conducted in-person interviews with users, poured over analytics data, conducted an online survey of users and created the final graphics to present these personas to leadership, project management, and engineering.

  • Online Surveys
  • Stakeholder Interviews
  • Google Analytics
  • Heatmap Analysis
  • Graphic Design
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Lucy was our primary persona. She was the amalgamation of all our other personas and represented the persona who was best positioned to adopt our platform at her organization.

Kate was our secondary persona, meant to represent our internal employees at Bivarus who would onboard Lucy and whose hard work would make adoption fun and more successful.

Sarah and Mary were an early personas, representing key demographics. Because user demographics do not always mean there are distinct user needs, we agreed to combine them into Lucy for simplicity's sake and to help the team focus on a primary persona.

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