As we conduct our research we gather information that leads us to define personas. Each persona represents a set of users with common goals, needs, problems and interests. Our aim is to construct personas in order to create empathy between the design and the end user.
The whole team must understand the users on a meaningful level in order to provide the most effective journey - this is the user experience.
When applicable, personas and the user journeys are realised through co-design sessions between our team and our clients. By defining personas and mapping user journeys we enable the team to go through the design process with the needs of the user at the forefront of their mind. This is what guides us towards the final delivery of high performing user experiences.
Once the personas and user journeys have been identified we move our focus to content structure, ie the information architecture. The information architecture is often developed during workshops by using hands-on activities such as card-sorting. We incorporate this method where applicable and submit the outcome to user testing as it provides deep insights into what users expect from the information architecture.