UX Strategy: Research for Business Persona Development
UX Strategy: Research for Business Persona Development
UX Strategy: Research for Business Persona Development
UX Specialist Intern @ Mastercard
UX Specialist Intern @ Mastercard
UX Specialist Intern @ Mastercard
Mastercard Vancouver specializes in Technology and cyber security intelligence products.
This project is about how I focused on UX strategy and research, auditing, conducting interviews, analyzing transcripts, collaborating with multiple stakeholders, and designing business personas.
Mastercard Vancouver specializes in Technology and cyber security intelligence products.
This project is about how I focused on UX strategy and research, auditing, conducting interviews, analyzing transcripts, collaborating with multiple stakeholders, and designing business personas.
Mastercard Vancouver specializes in Technology and cyber security intelligence products.
This project is about how I focused on UX strategy and research, auditing, conducting interviews, analyzing transcripts, collaborating with multiple stakeholders, and designing business personas.
Company
Company
Company
Mastercard
Mastercard
Mastercard
Team
Team
Team
Work for the Tech Hub VP
Work for the Tech Hub VP
Work for the Tech Hub VP
Role
Role
Role
UX Research, UX Design
UX Research, UX Design
UX Research, UX Design
Timeline
Timeline
Timeline
May-August 2023
May-August 2023
May-August 2023
Project goal
Project goal
Project goal
What is Mastercard's current brand image in Vancouver, and what needs to be improved?
What is Mastercard's current brand image in Vancouver, and what needs to be improved?
This project aims to conduct comprehensive research and an audit of the Mastercard Vancouver Tech Hub (VTH) brand image from both internal and external perspectives. Ultimately, it will create a business persona to help the consulting team reach clients and provide insights for future UX strategy planning.
This project aims to conduct comprehensive research and an audit of the Mastercard Vancouver Tech Hub (VTH) brand image from both internal and external perspectives. Ultimately, it will create a business persona to help the consulting team reach clients and provide insights for future UX strategy planning.
This project aims to conduct comprehensive research and an audit of the Mastercard Vancouver Tech Hub (VTH) brand image from both internal and external perspectives. Ultimately, it will create a business persona to help the consulting team reach clients and provide insights for future UX strategy planning.
How might we understand the Vancouver Tech Hub's characteristics from both internal and external perspective?
How might we understand the Vancouver Tech Hub's characteristics from both internal and external perspective?
Research
Research
Research
Desk Research + Participatory Research
Desk Research + Participatory Research
Desk Research + Participatory Research
I conducted desk research to assess Mastercard Vancouver’s external presence and delivered an audit report with key findings and improvement recommendations to the Tech Hub VP. I also led internal research with interns to gather insights, enhancing the overall evaluation.
Prepare and conduct interview
Prepare and conduct interview
Prepare and conduct interview
I worked closely with stakeholders to understand their goals and concerns, creating focused interview questions to gather insights. I conducted interviews with 11 Vice Presidents over two weeks, gaining a clear understanding of their perspectives and priorities.
Keywords
Analyze
Keywords
Analyze
Keywords
Analyze
Transcript analysis: Extract keywords from a large amount of recorded information.
Transcript analysis: Extract keywords from a large amount of recorded information.
Transcript analysis: Extract keywords from a large amount of recorded information.
I interviewed 11 Vice Presidents at the Vancouver Tech Hub to understand their views on the brand and operational challenges.
After analyzing the transcripts, I identified key themes and recurring keywords, offering insights into the brand image and areas for improvement, which guided my strategic recommendations.
I interviewed 11 Vice Presidents at the Vancouver Tech Hub to understand their views on the brand and operational challenges.
After analyzing the transcripts, I identified key themes and recurring keywords, offering insights into the brand image and areas for improvement, which guided my strategic recommendations.
Visualize
in sketches
Visualize
in sketches
Visualize
in sketches
After categorizing the information, it becomes easier to visualize in design.
After categorizing the information, it becomes easier to visualize in design.
Collaborate with Mansur, the Tech Hub VP, to discuss interview findings and determine the persona elements that need to be included.
Collaborate with Mansur, the Tech Hub VP, to discuss interview findings and determine the persona elements that need to be included.
Collaborate with Mansur, the Tech Hub VP, to discuss interview findings and determine the persona elements that need to be included.
Final design
Final design
Final design
Design Business persona and generate guidelines
Design Business persona and generate guidelines
Design Business persona and generate guidelines
I created a detailed business persona for the Vancouver Tech Hub, highlighting key traits that reflect the brand's values and goals. Based on our research, the persona guidelines help other tech hubs define their own personas and specialties. The templates offer a flexible framework for easy customization and updates.
Internal validation
Internal validation
We validated the design with a larger group of stakeholders, and it was well-received. The consulting team requested a slides version of the business persona for easier future edits, as they usually present to clients using PowerPoint. I quickly created it in that format.
We validated the design with a larger group of stakeholders, and it was well-received. The consulting team requested a slides version of the business persona for easier future edits, as they usually present to clients using PowerPoint. I quickly created it in that format.
We validated the design with a larger group of stakeholders, and it was well-received. The consulting team requested a slides version of the business persona for easier future edits, as they usually present to clients using PowerPoint. I quickly created it in that format.
Reflection
Reflection
Reflection
UX research and design with a business mindset
UX research and design with a business mindset
UX research and design with a business mindset
This project marked my first experience applying UX research to contribute directly to business strategy. It made me realize that the core of UX concepts is deeply intertwined with a business mindset, even though we often overlook the importance of research in our daily work. This was a valuable experience that reinforced the significance of UX research and design in shaping strategic decisions, and it will undoubtedly influence how I approach similar challenges in the future.
This project marked my first experience applying UX research to contribute directly to business strategy. It made me realize that the core of UX concepts is deeply intertwined with a business mindset, even though we often overlook the importance of research in our daily work. This was a valuable experience that reinforced the significance of UX research and design in shaping strategic decisions, and it will undoubtedly influence how I approach similar challenges in the future.
This project marked my first experience applying UX research to contribute directly to business strategy. It made me realize that the core of UX concepts is deeply intertwined with a business mindset, even though we often overlook the importance of research in our daily work. This was a valuable experience that reinforced the significance of UX research and design in shaping strategic decisions, and it will undoubtedly influence how I approach similar challenges in the future.