Product
Managed WordPress Hosting, 2018
Deliverables
  • Qualitative research
    • Survey
    • Interviews
  • Quantitative research
    • Survey
    • Clustering qualitative data
    • Web analytics

Project Overview

Overview: I conducted a multi-staged persona research to identify our customer groups and fleshing out their needs, goals and frustrations.

Problem: My product (Managed WordPress Hosting) didn’t have research-based personas. Most of the product decisions were not data based and large customer segments were overlooked in the product solutions.

Solution: Conduct comprehensive persona research and present the findings.

01

UX Discovery

Stage one: To acquire stakeholder buy-in for a comprehensive persona research I analyzed a hundred random customer websites, clustering them into persona groups. I calculated a margin of error for my persona percentages to identify the likelihood that the numbers were representative of the actual population. I presented my findings to the stakeholders and generated enough interest to greenlight a more comprehensive series of interviews to fill in the blanks.

02

Research/Analysis

Stage two: I surveyed 1,000 active customers selected at random and picked 31 volunteers for 30 min persona interviews. The survey focused on establishing a user profile (personal, professional, and technical), product goals/needs, and frustration/pain points. I recorded/transcribed the interviews and clustered the qual data to identify similarities for the overarching analysis.

03

Aftermath

Stage three: I presented my findings to several rounds of stakeholders. I incorporated audio clips from the actual customers. The findings highlighted what customers love about our service, and what they find difficult. They allowed us to refocus our product map to be in line with our user needs. The project encouraged more in-depth user research in the company, and the persona research continued to be actively repurposed for various product needs.