Using personas during discovery

For the past month we have been working on creating 2 new digital services for the Council. The first ‘Select a school place’ is nearing the end of its discovery phase and the second ‘Tell us it’s broken’ was launched a few days ago.

In order to best represent the customer during this process we start by creating a series of user personas. These start out as proto-personas where we flesh out what we imagine the users will be, give a brief description of their background and examine what they wish to achieve as well as what difficulties they may encounter in doing so. Finally we start to think about how we might be better be able to overcome these issues.

Inception schools stakeholders

Key stakeholder proto-personas generated during an “Inception Workshop”

Over the next couple of weeks we validate these personas by interviewing as many users, and potential users, of the service as we can. We check that the issues we initially identified are actually the main issues users are experiencing, and that we have identified the correct types of user for this service.

Once we have gathered enough information we go back and create a new set of validated users, using real issues identified in our interviews to create our final personas. We will then refer back to these personas as we create our new digital service, asking them to test and validate our ideas and prototypes as we build them. This ensures we keep the user at the heart of our design process and identify early on what areas to concentrate on whilst be build our prototypes.

validated personas

Personas validated through interviews


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