🔎 Research Categories: Generative

📝 Project Type: Research-Backed Persona Development

🕵️‍♀️ Role/Contribution: UX Researcher, UX Writer, UX Strategist, Visual Designer, Illustrator

🗓️ Timeline: 12 months

🛠️ Relevant Tools: Illustrator

🤝 Cross-Functional Team: UX Researcher, UX Manager, UX Designers

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

🔒 Users: 80 users across four continents

🎯 Business Outcomes:

• Understanding and framing the rational business-driven argument for customer decisions by segmenting their customers into eleven marketing personas

• Understanding and designing for the attitudinal and emotional drivers of customer behaviour 

🥅 High-Level Research Objectives:

• Discovery of types of customer classes and segments based on production class

Sample Deliverable

Analytical Persona

• Relies heavily on analytical tools for decision making

• Tensions exist between analytical nature and traditional expectations of industry and community

• Other farmers may perceive their behaviour as high risk

Insights 

This persona fuels growth through borrowed money and rented land, capital improvements and other practices that speed and scale. They will gravitate to product offerings that provide quantifiable evidence on the return. They are willing to take financial risks to grow their business.