User (proto) Personas
🖼️ Context
Quatt is growing rapidly and preparing to launch several new products. However, research into the target audience is still limited. To address this gap, I organized a workshop to create proto-personas. These proto-personas compile the team’s existing knowledge (or best assumptions) about potential users and their needs. By building them, we aimed to gain a clearer picture of our audience and lay the foundation for designing an inviting user experience across all touch-points including the website, app, and both online and offline marketing.
🏁 Challenge
Collect insights about Quatt’s target audience in order to define who we are designing for.
🧠 Process
I organized a workshop with stakeholders from Customer Support, Sales, and Installment, as they are in direct contact with our customer base. The workshop was divided into four phases: 1. Define user segments, 2. Voting session to prioritize, 3. Develop proto-personas, 4. Insight clustering to identify themes and patterns
🎯 Results
3 proto-personas were drafted, serving as a starting point for further research. These personas will help validate or challenge assumptions and explore the behavioral and psychological aspects of Quatt’s audience. The insights were shared internally with upper management and used to create cohesive design guidelines, which supported a Brand Refresh and the development of our Design System.
↑ Define User Segments: Participants were divided into groups, with each group including one representative from Customer Support, Sales, and Installment. In this first exercise, they described the user segments they most frequently encounter at each phase of a high level customer journey.
↑ Voting Session: Participants voted on the most common user segments identified in the previous exercise to prioritize which ones to focus on.
↑ Develop Proto Personas: Here we dive deeper. With the selected target segments, participants filled in a complete customer journey, from “before first contact with the client” to “after installation.” This exercise captured the detailed pain points, needs, and wants of users at every phase of the journey.
↑ Clustering: the insights were clustered into different themes.
The 3 User (proto) Personas
👨🏻💼 Socially influenced Willem
Socially influenced Willem is residing in an elegant, upscale suburban home equipped with a garden and solar panels. He enjoys a refined lifestyle and places high value on the recommendations of others and positive online reviews when making decisions. Though financially secure and open to new technology , he prefers traditional communication methods such as printed materials and face-to-face interactions. He prefers early morning appointments to fit seamlessly into his busy schedule and requires clear, concise information. He is concerned with both the reliability and aesthetics of home improvements and often finds phone support challenging, necessitating reliable and efficient communication channels.
👩🏻🦱 Detail oriented Mia
Detail oriented Mia is a professional who is known for her meticulous approach and high standards. She values both cost-effectiveness and aesthetic design, seeking solutions that offer exceptional value. Mia prefers clear, documented communication through phone, email, and digital platforms, requiring detailed explanations and visual aids for all technical aspects of installations. As a hands-on decision-maker, she closely monitors every detail and engages directly with contractors. Mia is driven by a need for thorough explanations, transparency, and reliability. She seeks assurance about noise levels, placement, and aesthetics, and values empathetic communication. Efficient post-installation support is crucial for her, as she is frustrated by slow or inadequate service. Mia’s emphasis on clarity, detail, and high-quality outcomes ensures her satisfaction with any home improvement process.
👨🏼🦳 Non-technical Kasper
Non-Technical Kasper is a wealthy, traditional homeowner who values clear, detailed information and personal interactions. He seeks cost-effective solutions to improve his home's energy efficiency and increase its value. He prefers direct phone communication supplemented by written records and needs thorough explanations about both the technical aspects of the installation and its impact on his home. Building trust through in-person visits, providing clear timelines, and addressing aesthetic concerns are crucial for ensuring his satisfaction with the heat pump installation process.
