UX RESEARCH
Redefining the user segments & personas
of an international sports industry leader
5 months
2 people
2022
Health & sports
Challenge
Empower the company teams to understand their current and potential customer base so they could take strategic and operational decisions on the product value proposition and features.
The approach
The core UX research team involved extended multidisciplinary teams along the journey, making sure that both strategic and operational perspectives were included. The journey consisted in:
1
Gathering of stakeholders' challenges & expectations around user understanding
2
Design of an user segment & personas framework
3
Iterative qual & quant UX research to define segments & Personas
4
Sharing of the tools for team's implementation in their daily work
30+
Stakeholders engaged
11
Business units involved
1K+
Users involved in the research activites
OUTPUT & OUTCOME
The output consisted of:
-
User Personas tailored to support the different stakeholders in their daily work
-
overarching User Segments to support the leadership team strategic decisions
The outcome consisted of:
-
a base for a company-wide shared lingo around users
-
shared definition about who the users are
-
shared understanding of users' needs and expectations
-
a base for a more user-centered way of working
MY role
My main responsibilities were to take care of:
-
stakeholders' needs gathering and analysis,
-
personas template design
-
UX research activities planning, lead, analysis
-
presentation activities to leadership and colleagues
10+
Stakeholders who validated the tools
10
Impacted business units
180M+
Users to be impacted