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boosting user CENTRICITY
TO owN THE sports industry GAME




THE Challenge
Empower company teams
to understand their current and potential customer base so to confidently take strategic and tactical decisions regarding the products' overall vision and features.

Teams have limited knowledge about users. Especially, they lack qualitative insights about them.

The current Personas tool is outdated and some teams don't know how to integrate the Personas tool into their work stream.

The leadership team lacks a tool and knowledge to define company-wide focus and priorities.

The User Segments & Personas were structured following the needs of all internal stakeholders. The format was designed in a modular way so information boxes could be added or omitted in their evolutive versions.  
Personas wireframes.png
Most information boxes contain a calibrated mix of quant and qual data, and the reference source links are available.
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In the wireframe version of the Personas tool, the use of images, videos and emjis was defined as they help bring the personas to life.It took some iterations to find a good naming structure. A combination of terminologies seemed to fit the context the most and be appealing to everyone internally.
Project impacts
The tools enabled a shared understanding of users and their contexts and empowered stakeholders to use a shared user-centered lingo. 

Since segments were intended to be used for strategic decision making and Personas for execution purposes, alignment, clarity and more transparency were created between the two areas.

The process involved discussion and reflection moments on the relationship between these tools (aimed at digital product development) and the tools being used by the Mother brand aimed at fashion goods production. The two became strictly linked of course.

The project also contributed at positioning the recently born UX research team within the organisation. Collaborations with different functions (such as Data science and Customer happiness) were established to further evolve the designed tools.

approach & methodology

As project leader and part of the company's UX research team, I involved representatives from other business units to create a multidisciplinary team. In this way, I made sure to include both strategic and operational perspectives, facilitated the solution to really fit their contexts and finally brought them onboard for a joint implementation of the solution.

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Tools structuring based on internal research 

Understanding stakeholders' needs, expectations, ways of working, processes, information flows to craft Segments and Personas templates and info structures


stakeholders engaged


business units involved


Internal user data gathering & systemisation

Analysis of all user data internally available (gathering data points from CRM, PowerBI, UXresearch, etc) to highlight similarities and differences


data points


tools used


User data enrichment

& validation

Running different qual and quant studies to update, adjust and integrate existing user data points and gaps. Leading external research partners & empowering junior colleagues.


user involved



in the team


Tools testing

& ways of working evolution

Providing Personas and segments tools for internal teams to test them and iterate on them based on feedback


stakeholders involved


users impacted

MY role
I played the role of project leader, taking care of the following activities:
  • stakeholders' needs gathering and analysis,
  • personas template design,
  • UX research activities planning, lead, analysis,
  • presentation activities to leadership and colleagues,
  • hiring support and coaching 2 junior colleagues within the UX research team
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