People Search
Spokeo
Spokeo provides its customers the ability to search for people online. The search site was in the process of finding new revenue streams and that became an opportunity to better understand who our users were. One of the research exercises we undertook was to create personas.
Our process
led the team to try two different techniques based on budgetary factors and the fact that our executives were on the fence in regards to what user research would produce.
• Conduct observations with local users in the Southern California region.
• Conduct diary studies with remote users.
Finding themes
I enlisted employees from different parts of the company to participate in our affinity diagramming exercises. The categories that surfaced included the types of users, features or ideas they wanted, and different themes important to them.
Building personas
We took our categories and matched them against demographics and psychographics to build a usable range of personas.
Learnings and results
It was very rewarding to drive the creation of the personas from start to finish. These could be used to inform future decision-making for new features or products.
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