User persona creation
I developed four prototype personas to find a user persona that I would base my designs around.
Eventually I chose one proto-persona based on their interest to shop at a discount retailer and their strong experience shopping online:
“Tara is looking for a specific winter coat online and is open to shopping at Burlington if she can find a nice deal. I listed her backstory, goals/needs, and interests to make sure my new design reflected her priorities. Much of my future design would lean on her biography to deliver a refreshing experience for Tara and meet her personal expectations.”
With this singular persona in-mind, I focused my design work around the goals and needs of my user to:
- Find a stylish winter coat
- Have a better-than-average shopping experience
- Find a good deal