Persona and Journey Maps
Carefree Clara is a student st Stanford University majoring in History, she spends her time at the library writing her papers and only goes to coffee shops to socialize, especially Coupa outside of Green. Clara would perhaps be an anti persona for us as she does not have a regular routine for drinking coffee because she only drinks coffee when she socializes or when she extremely needs coffee as she has a late night ahead. Clara does not really think about her environmental impact as where she grew up in latin America, it is not something spoken about, nor made conscious about. She never really thinks about her carbon footprint hence never thinks about how her habits are affecting the environment and how they should or why they should even change.
Clara is not our most obvious customer nor would be the easiest target, however, if we could make Clara make the slightest changes to her behavior and consume the coffee in a reusable mug, then we can create this change for many other people. This persona and journey map are useful in order to understand the person’s perspective, what goes through their mind, their emotions throughout the process of getting coffee, what are their motivations and goals, etc. Clara is a fictional character that represents the characteristics and motivations of a user group, allowing me as the product designer to empathize with their users and make design decisions that better meet their needs. Journey maps, on the other hand, illustrate the steps a user like Clara takes in achieving a goal or completing a task, giving designers insight into pain points and opportunities to improve the user experience. By combining all of our different personas and journey, as designers and coders, we will be able to create more effective, user-centered designs that meet the needs and expectations of our target audience, but ultimately changes their habits.
Click here to get the PDF version (and actually be able to properly read the text): Quick Retrospective – Anna Edmonds – Persona 3
