Initially, our focus was on designers, and we expanded into branding and marketing later. My role involved creating user scenarios based on customer segments. An example of how each person involved in a production process might conduct a document, identify the next right step and collaborate with others in a workspace. The goal of this study was to understand users' motivations, needs, barriers, and more in the context of how they would use WePlatform. This was so that we could ideate, iterate, and test optimal solutions.
Having created scenarios and user research, I was ready to create personas and validate them using surveys. Three personas were created: UX designer, Digital Marketer, and Business Developer. Each persona included a short biography, professional background, personal preferences, psychographics, and some key platform factors. During ideation sessions and customer journeys, I reflect on these personas.
For each persona, a series of questions are designed. Twenty-five people took part in the survey. The results were then used to edit the personas. The survey included the following questions:
What tools do you use to know your users?
Have you ever paid for the use of professional platforms?
What platform would you create to make your workflow easier, and what steps would you include?
What are your challenges in understanding users?
The results showed that people in product teams from different fields needed a tool to make usability testing easier, making personas and customer journey maps. That was pretty close to our assumptions and with insights from the results and data from product owners such as business model and stakeholder map we designed UCDC, customer journey map, empathy map, and began benchmarking on internal and external similar platforms.
UCDC or User-Centered Design Canvas helped me to understand the target user, define a product, adjust the business to the user and market needs, determine the competitive advantage and develop unique user proposition values.
To understand how customers find and interact with the service we created three Customer Journey Map based on our personas. The CJMs helped us recognize when users search for the solutions, what is the needs and where is our touch points to help them better.
In a group session, we created an empathy map based on all the data we collected. In the MVP phase, it is a collaborative visualization that explains what we know about UX designers. By externalizing knowledge about users, it facilitates decision-making by creating a shared understanding of user needs. The map included four parts: what users think and feel, say and do, see, hear, pain and gains when they experience problems in conducting user experience documents, and what would be the pain points when using the product.
At the moment, we are working on user stories for WePlatform's first phase. I am eagerly awaiting the launch of WePlatform because I will be one of the users too 🙂
If you like what you see and want to work together, get in touch!
sajedehahmadi712@gmail.com