Upon joining Glints, I discovered that there were multiple persona definitions derived from different projects. Although these definitions represented the perspectives of their respective projects, they were not suitable as an official target user definition for the company.
The purpose of this project was to develop a company-wide persona definition that would allow development teams to have a common target group and a shared language when talking about users. This project needed to generate a total of three groups of persona, one group was to present internal recruiter, who were users of internal products. One group was the employer of the digital platform. The last was the persona of job seekers, using Glints job sites, social networking platforms, and free courses.
The unified persona definitions were established and well-received by different departments in Glints.
We used data mining, qualitative interviews and validation studies to establish unified persona definitions for the company. The three sets of persona definitions are used by product development, brand team and creative teams.
The persona development process began with quantitative data and was aligned with the company's strategic direction. We also invested significant effort in soliciting stakeholder input both before and after the development process. As a result, stakeholders were satisfied with the final persona definitions and readily utilized them.
Looking-in：At this stage, through data mining, existing definitions, market research and stakeholder interviews, we established preliminary persona definitions.
Hypothesis workshop: We shared discoveries and build consensus through online workshops.
Looking-out： We recruited users and conduct qualitative research based on the learning from the previous stage. The purpose of qualitative research was to find behavioral details and patterns of existing market segments and to construct customer journeys as such.
Validation Study: The validation study did not include in the one-month project. We used a validation study to validate and prioritize the qualitative research results.
