Our UX-Lead Alina Cvetkova is responsible for the design of our products and its user interface. In order to understand the needs of our customers in the best possible way she uses an approach called Personas. In this blog entry Alina describes how PriceHubble scaled personas to archetypes to be usable internationally, as the business grows.
Text: Alina Cvetkova
When I joined PriceHubble, my mission was to develop the user experience strategy in order to further improve our design in a more user-centric way.
PriceHubble is a PropTech company that helps B2B customers to make real estate decisions based on data driven technology. Practically that means that we offer real estate valuations and innovative object insights to companies such as realtors, banks or property managers in order to improve their business.
Some of our clients also interact with end customers. This means that we have two types of users: the B2B customers who use our solutions as mentioned above as well as their customers, the B2B2C users, who use our reports in the form of digital dossiers or PDF exports. So our goal is to build products to satisfy both kinds of users.
In the beginning, we were thinking of introducing one of the following frameworks I have in my experience toolkit: Personas or Jobs-to-be-done. After consideration, it felt like Personas would be a better way to go, because Jobs-to-be-done is normally used for more complex products - but our product should be a more convenient one.
We talked to our Sales team and other stakeholders, and concluded that at that time, these were our main personas: Real Estate Agents and Mortgage Specialists. These clients engage regularly with House Owners and House Buyers.
After having completed the relevant research, the first Personas were born. We called them: Reto, Ben, Louise and Iseli. For a while we used them successfully. We printed the Personas posters, we got developers onboard, we did storytelling using Reto and Iseli before every new feature.