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Overview


We recently completed research about wedding planning persona to help us identify with the user we’re designing product for.
Persona(s)- A realistic representation of the user. A persona should include the user’s goals and motivations, frustrations, and even what platforms they are using. Keep in mind that multiple personas may be necessary to account for different groups of users. Without a persona, we don’t know who to design for or what their needs might be.

Timeline

Jun 2020 – Jul 2020

Team members

Ivana Elisa – UX Designer
Anita Hartati – UX Designer

My Role

Research Planning
Advisor on interview and compiling result process
Research Report

Problems

Bridestory is a wedding marketplace that helps connect wedding professionals and vendors with brides-to-be around the world. However, currently there is no baseline to get to know more about their targeted user, even though this is the fundamental requirement to have to build a product. So, to build a better experience, it is very important to start answer and understand the most basic question “who are our users? “

Solution

We come up with dividing users into 3 large groups based on the number of budgets and guests they have. The types of persona consisting of : Affordable, Moderate, and Luxurious. From each personas, we can see the different characteristics, goals, motivation and behavior as our baseline for making the decisions when making or improving products.

Research

Research Planning

In the early stages, we planned the research including define the research objectives, scope and what methods will be used.

Objective :
To validate buyer persona in order to gain more in depth understanding of Bridestory customers and use these findings to build a better customer experience both from product and business or across multiple divisions.
• What are the habits, behaviour, motivation, delighters and pain points
• What are the different types of buyers and how are they different?

Methodology : 
• Look at analytics or internal database and create a preliminary
• User interview

Research Process

Preliminary Data


At preliminary, we collecting datas and do quantitative analysis from internal data, including google analytics and internal databases. This stage aims to build an initial hypothesis on the persona classification in Bridestory. 

Data

To determine and validate

Goals and motivations

Number of buyers that purchase in Bridestory
a. Correlation to wedding budget
b. Correlation  to category
c. Average Wedding Cost by Category

Motivation to open an account in Bridestory according to budget group
a. What kind of wedding package/ service purchased and according to budget group
b. Type of user in the persona 

Tech use

Number of devices linked to that account
a. Primary device used
b. Are purchases made using the primary device?

Tech dependency and skills

Purchase consideration

Wedding products and services:
a. Number of users that choose to ‘sort by’ product vs wedding budget
b. Filter by location, price, and pax

a. Are users price conscious? 
b. Importance of vendor credibility and what others are saying about the vendor/ product
c. Importance of location for wedding plan

Wedding Planning habit

a. Categories of products purchased
b. Use category vs wedding budget
c. Average transaction (basket size) vs wedding budget
d. Average number of visits/sessions vs wedding budget 

a. Popular categories based on wedding budget
b. Can determine the type of user in each persona
c. How much are users willing to spend online
d. How often users think of Bridestory when they plan wedding

Points of anxiousness/ pain points

Drop off page vs age

Where users feel anxious, not willing to commit, hence drop off

User Interview

Our first step is finding the right people to interview about wedding planning. The best audience is representative of our users from the initial hypothesis. We need to ask ourselves what we want to find out during these interviews and make a plan about what and who you are going to ask. Our participants should all be potential users or people who have an interest in the topic that our product will be based on. And in this research we finally have conducted interviews with :

7 Brides to be – 1 Groom to be – Couples and 3 Newlyweds

Ask the right questions. An interview guide is essentially a script for our interviews, so we make sure everything have planned. Generally, we ask the conversational question, easy to understand, and open-ended. We emphasis to asking “why” involves getting behind the scenes and looking at factors driving a person, beside just asking “how” and “what” questions. The main topics we asked are:

User demography • Technology used • Wedding planning process • Online wedding and experience in Bridestory

And in the last stage of the interview we make sure all processes are recorded properly. We re-listen the interview process and create the verbatim that can easily grab information and quotes from when we move on to affinity diagramming.

Analysis and findings

1. Finding themes and patterns

This is where we like to use an affinity map/diagram. This helped us to uncover key insights by grouping together information based on themes and patterns. With this in place, we had a better understanding about the needs of the target audience. My personal favorite tools for creating affinity maps- Miro.com.

2. Translate these findings into one or more personas
At the final stage we conclude the result by creating a persona. The things that we emphasize here include:

Goals What does this person want to accomplish? When thinking about goal vs. motivation, a goal is the end result that they want to achieve.
Motivations – Think of motivation as the fuel and reasoning that drives the effort to complete a goal.
Frustrations or pain points – What are the users’ main complaints with their current journey? We are identifying these so that we can alleviate that stress with our future product.
Demographics – Age, location, gender. We want to find significant patterns in user behavior, not make biases, assumptions, and generalizations about a particular audience, with no basis in factual data.

Result

Affordable


Moderate


Luxurious

Learnings

The most challenging part of this project is happen during the COVID-19 pandemic and requires to do everything online. However, the collaboration between the team and also interview participants made the process done as we planned. And also remembering the objective of this research is very important because personas are the foundation on which we can build our product. Without them, it’s almost impossible to know how to message our product to talk to customers’ pain points and needs, or how to reach them to build awareness and drive them to our website. So, the key opportunities from personas we’ve made are :
• We have the baseline to do more deep dive analysis for further improvement
• Designs, new business or feature ideas should keep the personas in mind
• and keep searching for new opportunities!

Let’s connect

I excited to talk with passionate people like you. So, let’s build something together or just say hello to me. I’d love to reply, share & gather insights with you. 🤟


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