Interos Persona Socialization Strategy

research communication

Interos Persona Socialization Strategy

research Communication

Project
Summary

Interos, a B2B SaaS supply chain risk management platform, set out to better understand its users — supply chain analysts and other professionals across a number of specializations, such as cyber security. After contributing to the development of two user personas, I was then tasked with creating and implementing a strategy to share the findings throughout the company. My multi-prong approach to socializing the personas included virtual and physical ways to engage Interos team members and encourage them to use the personas to inform their work. The strategy is also designed to scale as more user personas are created.

Please note, due to the confidential nature of the internal user personas, this case study only discusses the socialization strategy without specifics of the content.

Deliverables

Visually-rich wiki pages ◦ Adaptable workshop template ◦ Company-wide presentation ◦ Journey maps ◦ Information visualizations ◦ Quote videos ◦ Interactive mockup ◦ Employee engagement quiz ◦ Communication plan

Tools

Microsoft Excel, Teams + PowerPoint ◦ Adobe Illustrator + Premiere Pro ◦ Miro ◦ Figma ◦ Slack ◦ Confluence

Team

Independent project under the guidance of Ana Bello-Elliott, Senior UX Researcher at Interos. Collaborated with Paulina Vargas, Senior UX Designer, and Elena Bremner, Intern UX Designer, on graphic elements.

Duration

Completed during a nine week summer internship in 2021

Challenge

When your product is a B2B SaaS supply chain risk management platform, your users are going to be a rather specific niche of professionals. The creation of research-backed user personas aimed to help the people behind the platform better understand those using it. In order for the resulting personas to be an effective tool, they needed to be socialized in an engaging way so that team members were aware of the personas and how to use them.

Audience

The audience of this persona socialization strategy is internal stakeholders at Interos. The teams most closely involved in creating and using the platform were identified as the main focus, though company-wide awareness of the personas was also an aspiration.

Goals

  • Tell the story of each persona
  • Engage both in-person and virtual team members
  • Alignment between teams: engineering, product, and customer success
  • Ability to scale the strategy to grow with the content
  • Leverage interview video and/or audio where appropriate

Persona Socialization
Strategy

Internal Wiki Pages

Each user persona lives on an internal wiki page, part of the centralized hub of all documentation. The pages include searchable text, data visualizations, and audio elements.

Dedicated Slack Channel

A chat channel dedicated to the user personas is a place for team members to ask questions and take in regularly shared, bite-sized pieces of persona information designed to keep the persona top of mind and to spark discussion.

Employee Engagement Challenge

A challenge within the company's employee engagement platform rewards team members for visiting the persona wiki page, answering quiz questions, and joining the Slack channel.

Presentation & Deck

The deck used in a company-wide presentation about user personas showcases the information in a different format that is easy to tailor to each audience.

Team Workshops

A workshop was designed to build understanding of users and alignment among the team. I facilitated the workshop for the Product Team and created an adaptable Miro template that can be easily tailored to other teams and timeframes.

Quote Videos

Brief videos featuring memorable quotes from the user interviews that informed the personas harness the power of hearing information with the context of voice and inflection.

Posters at Headquarters

Printed posters showcasing the visual elements of the personas — a profile, journey map, graphs, and quotes — to hang in the office areas for the targeted teams.

Visualizing Strategy

Click image to enlarge

Creating a chart helped me visualized how the different elements of the strategy can be used in different circumstances, all of which lead to raised awareness about the existence of the user personas and where to find them on the company wiki.

Key

Visually-Rich Wiki Pages

Laptop frame
Screenshot of Herald website

Scroll to see a wireframe of an internal wiki page

After considering and comparing different mediums, I chose the most easily accessible format for the largest amount of people — internal wiki pages — as the home of the persona information. Considering the user experience throughout, the pages were designed to be engaging through the use of data visualizations, illustrations, and quote videos, while still having all of the information in a searchable format. A product manager can quickly access the page and find answers to their questions, while a designer might spend more time immersing themselves in the voices of the users for inspiration.

Laptop frame
Screenshot of Herald website

Scroll to see a wireframe based on an internal wiki page

Poster Placement

Click image to enlarge

I created an illustration in Figma to represent my suggested persona poster placement within the Product Team lounge at Interos headquarters — and allow others to interact with the mockup to try their own poster placement ideas before hanging up the printed materials. I also suggested hanging promotional posters in the cafeteria to point team members towards the  gallery wall in the Product Team area, as well as giving printed copies to the Engineering and Customer Success teams to hang in their areas.

Strategy Design Process

I approached the persona socialization strategy by applying the same human-centered design process I follow for product design. I started by defining the problem, the audience, and the goals of a successful  solution. Then, secondary research helped me discover how other research teams approach socializing their findings. Some of my favorite sources of inspiration included Caitria O'Neill's episode of the Awkward Silences podcast, Facebook Research's Beyond Bullet Points ideas, and the story of Spotify's user personas.

Bullseye with arrow
DEFINE
magnifying glass
DISCOVER
light bulb
DESIGN
rocketship
DEPLOY


Once I brainstormed all of the ideas I could think of, I then assessed what was most feasible. I took into consideration the tools that Interos team members have access to, scalability for future user personas, and limiting opportunities to introduce bias. For example, role playing or personality quizzes sound like fun ways to connect with consumer personas, but don't seem appropriate for professional personas where personality traits and demographic info were intentionally not incorporated.

Journey Map

Click image to enlarge

A simple journey map from the point of view of Interos team members was helpful in thinking through how the different strategy elements worked together to achieve various goals.

Impact

As my internship wrapped up, I could begin to see the impact of the persona socialization strategy. A company-wide presentation I gave introduced all Interos team members to the user personas, how they were developed, and how to use them. During the Product Team workshop, we discussed how individual team members of varying roles would use the personas in their work including understanding user needs for specific upcoming features, writing product requirements based on user pain points, identifying new use cases, and prioritizing the evolution of features and enhancements.

Summary
Challenge
Strategy
Process
Impact