During a focus group session I gathered information about the different Axon user groups. Participants were asked to write down their thoughts (based on experience) on post-its and stick them to the specific topic on the posters. The result of this focus group I used as input for creating user personas.

1. AXON
USER
PERSONAS
Give the Axon
users a face.
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2. What are
user
personas?
A user persona is a fictional
character which represents a user
type that might use the product in
a similar way. It describes e.g.
characteristics and behaviors of a
real group of users.

3. Why creating
user personas?
User personas give the
actual users a face and
enable designers and
developers to empathize
more with the user in order to
better understand what the
users really need. They
communicate real people's
needs, motivations, emotions
and frustrations.
They create a common view
of the end users among al
designers and developers.
They also provoke discussion
and dialogue about users.
Would Peter find this feature
useful? Do you think that
Julia would be able to
understand this screen?
User personas could also be
useful when you need to
prioritize new features or
when you want to recruit
participants for user testing.

4. All participants were senior or managing
colleagues who had a least 5 years of
experience collaborating with different
users of Axon (intermediairies,
underwriters etc.).
Participants
Define the user groups
Sum up all Axon users and cluster the
ones who are similar to each other.
Approach
Define the user personas
Create one user persona for each user
group describing the following
elements: general information, typical
work day, motivations and frustrations
while using Axon, personality and
technology knowledge level.
Goal: Gather information about the
different Axon user groups based on the
participants’ experiences with and
knowledge of the current Axon users.
Set up
a focus group
Result
The gathered information will be used as
input to create the user personas.

5. 8 user personas
- Carly the Consumer
- Ben the Broker
- Team Lead Thomas
- Peter the Product Configurer
- Service Desk Sharon
- Davey the Delivery Consultant
- Claims Agent Claire
- Ursula the Underwriter
Due to confidentiality the content of the user personas is blurred.