The process continued with workshops with management, detailed surveys, and research within the whole company. The starting point was to identify the vision-culture gap between management and other stakeholders in the company. To understand where there was confusion so that we could start defining the vision. Several workshops and reviews later, the brand identity was set. The clarity in what the company stands for is helping to build a stronger brand, a brand with a purpose that can inspire its users.
The next step in building a stronger brand was to better understand the target group. The persona project started to make sure that all departments can capitalize on the
target group, by understanding them. The goal was to get a deep understanding of consumer behavior and needs, and to help the company make decisions based on data.
The project started with quantitative studies through a survey, that later was completed with qualitative in-depth interviews, to understand drivers and needs. Further, we had a big synthesis session to identify patterns within the collected data and started to map out potential personas. Finally the personas we're visualized and put together to help the viewer get an instant understanding of the persona. The research project was in close collaboration between the tech, design, and marketing teams to make sure that the results would be useful for everyone.
