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Personas at Doma
Personas at Doma
Personas at Doma
Personas at Doma
A shortcut for every Doma employee to get to know all of our user cohorts - internal and external.
A shortcut for every Doma employee to get to know all of our user cohorts - internal and external.
A shortcut for every Doma employee to get to know all of our user cohorts - internal and external.
A shortcut for every Doma employee to get to know all of our user cohorts - internal and external.
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problem
How do you capture dozens of nuanced user segments - without disrupting product work?
solution
General - and product line specific - personas for company-wide distributed, build on top of my team's long-term investment in a research repository.
problem
How do you capture dozens of nuanced user segments - without disrupting product work?
solution
General - and product line specific - personas for company-wide distributed, build on top of my team's long-term investment in a research repository.
problem
How do you capture dozens of nuanced user segments - without disrupting product work?
solution
General - and product line specific - personas for company-wide distributed, build on top of my team's long-term investment in a research repository.
problem
How do you capture dozens of nuanced user segments - without disrupting product work?
solution
General - and product line specific - personas for company-wide distributed, build on top of my team's long-term investment in a research repository.
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.
Over the course of three months, our research team paired with each product design pod to iterate on their specific personas and sub-personas. We pulled existing research, supplemented with new insights from ongoing research, and reserved 10% of product-specific research for persona refinement - behavioral & attitudinal questions, etc…
Protopersonas were finalized, 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.
year
2023
timeframe
Three Months
tools
Figma | UserZoom | Dovetail
category
Research
outcome
Personas were incorporated into product planning cadence.
outcome
Executive team adoption.
outcome
Growing enthusiasm and utilization of our research repository.
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.
Over the course of three months, our research team paired with each product design pod to iterate on their specific personas and sub-personas. We pulled existing research, supplemented with new insights from ongoing research, and reserved 10% of product-specific research for persona refinement - behavioral & attitudinal questions, etc…
Protopersonas were finalized, 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.
year
2023
timeframe
Three Months
tools
Figma | UserZoom | Dovetail
category
Research
outcome
Personas were incorporated into product planning cadence.
outcome
Executive team adoption.
outcome
Growing enthusiasm and utilization of our research repository.
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.
Over the course of three months, our research team paired with each product design pod to iterate on their specific personas and sub-personas. We pulled existing research, supplemented with new insights from ongoing research, and reserved 10% of product-specific research for persona refinement - behavioral & attitudinal questions, etc…
Protopersonas were finalized, 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.
year
2023
timeframe
Three Months
tools
Figma | UserZoom | Dovetail
category
Research
outcome
Personas were incorporated into product planning cadence.
outcome
Executive team adoption.
outcome
Growing enthusiasm and utilization of our research repository.
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.
Over the course of three months, our research team paired with each product design pod to iterate on their specific personas and sub-personas. We pulled existing research, supplemented with new insights from ongoing research, and reserved 10% of product-specific research for persona refinement - behavioral & attitudinal questions, etc…
Protopersonas were finalized, 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.
year
2023
timeframe
Three Months
tools
Figma | UserZoom | Dovetail
category
Research
outcome
Personas were incorporated into product planning cadence.
outcome
Executive team adoption.
outcome
Growing enthusiasm and utilization of our research repository.
01
Mini versions of the cards, more easily printed out and distributed through the office.
01
Mini versions of the cards, more easily printed out and distributed through the office.
01
Mini versions of the cards, more easily printed out and distributed through the office.
01
Mini versions of the cards, more easily printed out and distributed through the office.
02
Process documents showing how we structured our personas development and follow-up.
02
Process documents showing how we structured our personas development and follow-up.
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Process documents showing how we structured our personas development and follow-up.
02
Process documents showing how we structured our personas development and follow-up.
03
Persona research helped our design system peers drive our overall design principles & vision documents.
03
Persona research helped our design system peers drive our overall design principles & vision documents.
03
Persona research helped our design system peers drive our overall design principles & vision documents.
03
Persona research helped our design system peers drive our overall design principles & vision documents.
