Due to an NDA the brand name is redacted. The key task is to identify, report on and deliver at least 3 detailed user personas for an online therapy app.
This is a freelance UX Research project in collaboration with a UI Designer.
The Brief
We require in-depth information about target audiences for our various growth experiments and targeted marketing campaigns. We wish to identify key personas that will most likely resonate with our value offering in order to test various messaging, identify early adopters, identify best persona specific channels, - and help inform
new external networks and peripheral personas to test next. - In order to create these personas, we need detailed user research performed (through target market surveys, general research, community analysis, etc) to identify useful persona details, psyche insights, behaviors, pain points and solutions being sought..
Purpose and Context Identify initial target audiences as personas for [redacted] brand with evidence and reasoning, along with clearly developed recommendations and documentation. Objective is to help inform various content, ad targeting, growth experiments, business plan, and website and application development.
Approach
As therapy is provided to a range of users, identifying initial target audience would require user surveys in the early stages to narrow the scope of user groups. Analyzing human behavior is necessary.
Target Audience
Determined in the initial stages of project as users who are busy, tech savvy individuals that have limited time and resources for therapy .
Process
Gathering actionable insights is needed at every stage. After gathering competitive analysis, users must be interviewed and tested with
(1) remote surveys, (2) user interviews, (2) development of user personas, (3) journey mapping, (4) analysis of insights.
Key Features
1.Problem & goals / 2.Survey questions / 3.Survey findings / 4.Survey insights / 5.Interview questions / 6.User personas / 7.Journey mapping / 8.Interview insights
Problem & Goals
Users need a way to connect with licensed therapists for distance counseling or online therapy.
Survey Questionnaire
Overview
Participants for therapy encompasses users of a diverse target groups. Because of this, I focused on users who had experience using apps, and their experience or lack thereof with therapy and technology..
Survey Findings
Overview
Remote survey testing was conducted using GoogleForms. 69 user responses were collected within a business week period.
Survey Insights
Goals
To gather survey findings and draft recommendations based in research.
Interview Questions
Overview
Using my background in mental health counseling, I began the 20-minute interview with establishing rapport, and establishing a person-centered atmosphere. Question types asked: closed questions, multiple-choice questions, true or false, and a few open-ended questions.
Persona (example)
Overview
I created 3 user personas based on survey findings. These personas range from 3 target groups of mild, moderate, and severe cases of mental health needs. Users are diverse in age, race, socioeconomic status, and technology competency.
Persona 1 Louisa is almost a newly minted graduate with limited funds and anxiety that plagues her at an increasing rate as June approaches. She's lonely, she's in a city of strangers.
Louisa’s Goals, Needs, Behavior
Louisa’s User Journey
Takeaways
After gathering data and clustering them to glean patterns, I marked down recommendations and next steps to create a meaningful and desirable online therapeutic experience..
