Ria Financial
User personas and journey maps
Challenge
Ria needed to understand its different types of users better to create more targeted experiences and campaigns. Why did customers send money? What drove them to choose one service over another?
Strategy
We conducted over 200 interviews, confirming and rejecting assumptions that had been made based on quantitative user data. As we identified user patterns, we mapped key points along their experience journey.
My role
Worked with Analytics team to pull initial data sets for behavior analysis.
Developed interview and survey questions
Communicated with marketing team to identify top-qualified users to participate in testing.
Collaborated with designers to visualize research findings into personas and journey maps.
I developed six user personas based on users’ reasons for sending money.
Flow chart presented every possible outcome and user path.
Flows were organized by “Top User Issue,” such as Google Play: Charged Not Delivered.