🔎 Research Categories: Generative

📝 Project Type: Research-Backed Persona Development

🕵️‍♀️ Role/Contribution: Research Lead, UX Strategist, UX Designer

🗓️ Timeline: 6 months

🛠️ Relevant Tools: Illustrator, Axure

🤝 Cross-Functional Team: UX Researcher, UX Designer

👥 Stakeholder Teams: UX, Product, Support, Sales, Product Marketing, 

🔒 Users: Onsite observation of 30 users across 6 US States at their auto-repair shops

🎯 Business Outcomes:

• User segmentation into 7 role-based personas based on motivations and behaviour 

• Selection of a primary persona that was used to drive UX strategy and design for their digital products

🥅 High-Level Research Objectives:

Deeper insight into user motivations and preferences, current pain-points and competitive landscape. 

Insights

Technician Persona

• Wants to use technology to gain efficiency

• Reasons deductively

• Prefers low interaction with product vendors when possible 

Todd persona is highly technical and will embrace new technology. Recommendation to prioritize Tod’s workflows in the online store over the other personas.