Objective
We had many products and kept building features, but we did not really know our customers. Who were they, and what did they need?
I took ownership of a user persona survey and product metrics to answer two questions: who our customers are, and what they think of our products.
01 - Decide what we want to know
We started with a brainstorm. First, each person set the objectives they wanted answered, then drafted questions for each one. For example: “If we want to know our customers’ demographics, what should we ask?”
02 - Group and cut the questions
Once everyone had written their objectives and questions, we grouped similar questions together, which showed us what we most wanted to know. I then led a discussion of each question and cut the less important ones, so the survey would not be too long to finish.
03 - Publish the survey
We published the survey to customers through Facebook, Telegram and email, and also surveyed employees.
We ran it twice, in the first and second halves of 2022. This let us compare personas and track metrics over time, and improve the experience in the second half based on feedback from the first.
04 - Analyse and conclude
When the survey closed, I cleaned the responses and built pivot tables to break down the results.
I split the personas by the channel each response came from, to see whether they differed. They did, and more than I expected: each channel had a different user persona.
05 - Present to the product team
I summarised the survey and presented it to the product team, with the data, the personas and user feedback, as input for the next phase of product improvements.
