© 2023
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
context
Many internal associates at Capital One use data tools like The Exchange to create, manage, find and use data in order to complete their day-to-day work and drive essential business decisions for the company.
why this work matters
Our data design team lacked a centralized and approachable resource to understand our target customers, at a high level. User context is crucial to design unified experiences that meet users’ needs.
goal
How can I create a centralized research tool for our design, technology and product partners to support our understanding of internal customers?
methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
key role
As a project lead, I led all interview sessions, development of all visualizations and communication of final toolkit to important stakeholders
Methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
target users
Data analyst
Business analyst
Data scientist
Data steward
Software engineer
Data engineer
challenges
Conversations around job role naming consistencies
Discussions with design partners around data lifecycle definitions, effective visualization methods, and language consistencies
Balancing information density
Static vs. interactive toolkit designs
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways
to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
v1 data lifecycle infographic
Socializing the work, 2022-23
Socializing the work, 2022-23
v2 user model infographic
v1 user model infographic
v1 user model infographic
v2 user model infographic
v1 data lifecycle infographic
Socializing the work, 2022-23
Impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
Socializing the work, 2022-23
impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
v1 data lifecycle infographic
© 2023
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
4
Data lifecycle and job family relationship chart
5
Illustration assets
3
Data lifecycle explainer
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
3
Data lifecycle explainer
4
Data lifecycle and job family relationship chart
5
Illustration assets
© 2023
© 2023
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
context
Many internal associates at Capital One use data tools like The Exchange to create, manage, find and use data in order to complete their day-to-day work and drive essential business decisions for the company.
why this work matters
Our data design team lacked a centralized and approachable resource
to understand our target customers, at a high level. User context is crucial to design unified experiences that meet users’ needs.
goal
How can I create a centralized research tool for our design, technology and product partners to support our understanding of internal customers?
methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
key role
As a project lead, I led all interview sessions, development of all visualizations and communication of final toolkit to important stakeholders
methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
target users
Data analyst
Business analyst
Data scientist
Data steward
Software engineer
Data engineer
challenges
Conversations around job role naming consistencies
Discussions with design partners around data lifecycle definitions, effective visualization methods, and language consistencies
Balancing information density
Static vs. interactive toolkit designs
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways
to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
v1 data lifecycle infographic
Socializing the work, 2022-23
Socializing the work, 2022-23
v2 user model infographic
v1 user model infographic
v1 user model infographic
v2 user model infographic
v1 data lifecycle infographic
Socializing the work, 2022-23
Impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
Socializing the work, 2022-23
impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
v1 data lifecycle infographic
© 2023
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
4
Data lifecycle and job family relationship chart
5
Illustration assets
3
Data lifecycle explainer
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
3
Data lifecycle explainer
4
Data lifecycle and job family relationship chart
5
Illustration assets
© 2023
© 2023
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
context
Many internal associates at Capital One use data tools like The Exchange to create, manage, find and use data in order to complete their day-to-day work and drive essential business decisions for the company.
why this work matters
Our data design team lacked a centralized and approachable resource to understand our target customers, at a high level. User context is crucial to design unified experiences that meet users’ needs.
goal
How can I create a centralized research tool for our design, technology and product partners to support our understanding of internal customers?
methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
key role
As a project lead, I led all interview sessions, development of all visualizations and communication of final toolkit to important stakeholders
methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
target users
Data analyst
Business analyst
Data scientist
Data steward
Software engineer
Data engineer
challenges
Conversations around job role naming consistencies
Discussions with design partners around data lifecycle definitions, effective visualization methods, and language consistencies
Balancing information density
Static vs. interactive toolkit designs
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways
to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
v1 data lifecycle infographic
Socializing the work, 2022-23
Socializing the work, 2022-23
v2 user model infographic
v1 user model infographic
v1 user model infographic
v2 user model infographic
v1 data lifecycle infographic
Socializing the work, 2022-23
impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
Socializing the work, 2022-23
impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
v1 data lifecycle infographic
© 2023
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
4
Data lifecycle and job family relationship chart
5
Illustration assets
3
Data lifecycle explainer
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
3
Data lifecycle explainer
4
Data lifecycle and job family relationship chart
5
Illustration assets
© 2023
© 2023
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
Crafting a unified user persona toolkit
context
Many internal associates at Capital One use data tools like The Exchange to create, manage, find and use data in order to complete their day-to-day work and drive essential business decisions for the company.
why this work matters
Our data design team lacked a centralized and approachable resource to understand our target customers, at a high level. User context is crucial to design unified experiences that meet users’ needs.
goal
How can I create a centralized research tool for our design, technology and product partners to support our understanding of internal customers?
methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
key role
As a project lead, I led all interview sessions, development of all visualizations and communication of final toolkit to important stakeholders
Methods
Internal discovery research
User interviews
Co-creation sessions
Task flow mapping
Data visualization/design
target users
Data analyst
Business analyst
Data scientist
Data steward
Software engineer
Data engineer
challenges
Conversations around job role naming consistencies
Discussions with design partners around data lifecycle definitions, effective visualization methods, and language consistencies
Balancing information density
Static vs. interactive toolkit designs
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways
to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
process
Conducted internal empathy interviews with designers to determine their needs when understanding data customers
Led co-creation sessions with target users to understand key needs, skills, tasks, and pain points within their job
Presented and communicated work in multiple ways to partners and senior leadership
v1 data lifecycle infographic
Socializing the work, 2022-23
Socializing the work, 2022-23
v2 user model infographic
v1 user model infographic
v1 user model infographic
v2 user model infographic
v1 data lifecycle infographic
Socializing the work, 2022-23
impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
Socializing the work, 2022-23
impact
Presented work for larger design team, including senior leadership, to give high-level understanding of internal customers and help various workstreams to set user context
v1 data lifecycle infographic
© 2023
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
4
Data lifecycle and job family relationship chart
5
Illustration assets
3
Data lifecycle explainer
1
High level overview of six main data-related job families
2
User task flows for high priority use cases
3
Data lifecycle explainer
4
Data lifecycle and job family relationship chart
5
Illustration assets
© 2023
© 2023