Designing UX For Different Persona
In every organization, you will come across employees who have different roles and responsibilities and fit in different levels of the organizational structure. The needs of every person may be different. They may access the same application, but may be using it differently. What does this tell us? The fact that it is integral to understand your end users and design your applications accordingly to meet their needs and expectations under a single umbrella.
That is what we would be covering in this article; why involving end users in the design process is essential for a product to be successful.
Identifying the Personas
Let’s say that you have been awarded a project to develop an enterprise Customer Relationship Management (CRM) application for a multinational firm. This is a huge opportunity for you to benefit from in the long run. But what if during designing of the app you approach the user journey of the CRM based on assumptions and design a flat journey for a single persona? Chances are most likely that when you are presenting your designs to your client, only that persona, which you had catered, would be the happy one amongst the panel, while all others would be confused and irritated.
This is why identifying different personas and archetypes who would interact with your system is highly essential. Taking further the same example, a sales executive would be more interested in how quickly they can add information of a prospect and take down notes, while a manager would be more interested in viewing how his sales team is performing. Similarly, the company’s senior executives would only like to see the sales forecast and the potential sales lined up. All this is to happen within a single application. So, what personas have we figured out with just this little information? Sales staff, managers, senior executives, etc. Imagine what a chaos it would be if a sales executive logs in on your application and gets access to confidential information, such as sales of other regions and expect profit of the next quarter.
Now we know that we need to design user journeys for each persona and make sure that we are designing a solution which they all needed, and giving them an experience they never thought of. When you are presenting your designs and user journeys next time, make it a practice to first present the different personas you have identified and then present the journeys for each, addressing how you are solving their pain points.
Sounds formal? But it is the most important aspect when you are designing an application that is to be used by different kinds of people. You need to ask your client to setup a meeting with at least three people of each persona that you have identified so that you can understand what their pain points are; so that you can understand what is causing them not to reach their best; to identify your opportunity areas so that you can create a solution that solves all their relevant problems.
I just talked about interviewing three people. I bet you didn’t think much of why this particular number? The reason you should interview three people at the least is that it would make it easier for you to draw conclusions. It will help you understand what the common problems are; the ones that are of highest priority to resolve.
A good design will nonetheless support your approach, but if the foundation of your designs, the planned UX, is poor, then you need to be prepared for leaving a poor impression on your client.
To design for humans, you need to involve your end-users early on in your process. Eventually, you will be able to design a tailor-made solution, that is not something which you can easily find anywhere on the web, instead a solution that actually solves the problems of the different types of people who are going to use it.
Enjoyed reading the article? Check out the web design trends for 2017