Hundreds of user interviews transformed into archetypes
Redefining Personas: Upon entering WU, there were a set of personas of unknown providence. During the course of the first year we conducted hundreds of user interviews (with the sample demographics double checked against site metrics), and were able to validate / revise the personas to more accurately reflect the people that use the products, and their goals.
Defining a Company Persona: In learning the general archetypes of our audiences, we realized we had never defined ourselves, our culture, our intent, or our voice. We conducted one-on-one interviews and held group brainstorming activities. Together we carved out our company persona. We developed a shared understanding of our values and a unified identity, which amplified the effect of our work and products.
CLIENT: WEATHER UNDERGROUND // ROLE: UX RESEARCHER