Quant-backed personas

Building from scratch

Our stakeholders wanted to redesign the mobile and desktop experience for a particular credit product line. But they had no existing customer insights and no site analytics — only call center data.

Given that this product line offers a wealth of digital tools for account management, across desktop and mobile, we decided personas would be the most useful deliverable: something that gave product and design teams a better understanding of who they were building for.

The full case study covers:

• Overall research objectives and approach for each phase
• An overview of the segment analysis that followed our initial quant, including the initial personas
• High level results and impact following this research

A note on confidentiality

Parts of this work are confidential, so I can only share it at a high level — approach, process, and outcomes, with specific data and product details omitted. Please reach out with any questions.