Overview

Our user experience team of One (User researcher & Product designer) worked on improving lead quality by identifying primary user persona through structured user research and stakeholder alignment.

Timeline: 3 weeks

Team: 3 members

My Role: Synthesized research insights into actionable user profiles, Enabled cross-team alignment & Org-wide visibility through persona framework

Problem statement

There was a need for org-wide visibility and cross-team alignment by identifying primary user persona.

Gaps

There was a huge gap on who we thought they were and who they actually were -

• Lack of clarity on who the actual users of the product were
• No shared understanding of ICP vs actual users by cross-functional teams
• Marketing campaigns were broad and inefficient
• High number of closed leads lost

Research methods used

We started with an intent to design the research experience the right way - right person, right context, and right moment. We went ahead with this initiative to before penning down business goals for the financial year.

We conducted structured questionnaires for: