As Doma grew the User Experience team to maturity, we needed a company-wide shorthand to help scale our presence further than our team could resource. However, given the pace of product work, we weren't able to dedicate full cycles to persona development and refinement. Instead, we found opportunities leverage existing research (including heavy utilization of our insights repository), and looked to include persona-informing questions in upcoming research.

Protopersonas were shared and approved by the executive team within two months. Following that, personas were incorporated into product planning cycles, being referenced in company-wide All-Hands meetings and by senior leadership as shorthand.