Creating a memorable user persona system for a differentiated product strategy.

Project / Onduo User Persona Study

Role / Product & Visual Designer

Team / 1 UX Researcher, 1 Product & Vis Designer

Communication & Alignment

Orchestrated efficient cross-functional alignment; Personas assisted as a tool to learn and understand our core user base.

Product Strategy & Prioritization

Empowered product leadership to identify and prioritize features that would bring the most value to our users.

Targeted Marketing

Sharpened the product marketing strategy when designing product campaigns, content, and advertisements.

To ensure Verily's flagship diabetes management app truly met user needs during a critical growth phase, a redefined persona system was essential for aligning product teams and prioritizing features effectively.

Opportunity

Goals & Objectives

Create a visual system of product personas that could be referenced across the product team.

  • More well-rounded view of users

  • Visual anchor for better memorability

  • Promotes prioritization and targeted outreach

  • Improved user experiences and personalization

My Contributions

  • Brainstorm with UX Researcher on how to frame the personas and their titles

  • Design the visual system of each persona and their profile overviews

  • Deliver a full persona system presentation paired with the research findings

The Framework:

Unlike most persona profiles, these personas are primarily attitudinally and behaviorally based, rather than demographically based.

We believed that demographics did not inherently cause attitudes/behaviors.

Personas System