User Persona & UX Research — Design Foundation

A UX research project covering the full user persona development process — from raw interview data to actionable design artifacts. This work was used as the foundation for a product redesign, ensuring every design decision was grounded in real user behavior.

Design without research is guesswork. This project was commissioned to establish a clear picture of who the product's users actually are — their goals, frustrations, mental models, and decision-making patterns.

1:1 user interviews (8 participants)

Affinity mapping and theme clustering

Empathy mapping for each persona

User journey mapping across key scenarios

Jobs-to-be-done framework applied to core use cases

3 primary user personas, each with:

Demographic and psychographic profile

Goals and motivations

Pain points and frustrations

Preferred channels and tools

Key quotes from research

2 user journey maps covering the most critical product flows, with emotional highs and lows annotated at each touchpoint.

The personas and journey maps were used directly by the product and design team to prioritize the roadmap and inform the visual design direction for the subsequent redesign sprint.