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AXON
USER
PERSONAS
Give the Axon
users a face.
J
e
n
n
i
f
e
r
V
L
i
e
l
a
n
d
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.
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.
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.
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.

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Axon user personas

  • 1. AXON USER PERSONAS Give the Axon users a face. J e n n i f e r V L i e l a n d
  • 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.