Personas: Deep Dive Process
Client
Persona Creation
Year
2021
When I joined a multinational bank in Dubai, we faced a critical challenge: we were designing products and services without a clear understanding of our diverse customer base. Despite serving a wide variety of clients, from local retail customers to international corporate entities, we lacked a structured approach to defining and understanding our key customer segments. This knowledge gap was hindering our ability to tailor our offerings effectively and provide truly customer-centric solutions.
Scope of Work
Strategic Persona Development for a Diverse Banking Audience
In a multinational bank in Dubai, we tackled the challenge of designing products without understanding diverse customer segments. By combining quantitative and qualitative research—including surveys, interviews, ethnographic studies, and competitive analysis—we created high-level personas that captured unique customer behaviors, needs, and banking patterns. This multi-method approach ensured a holistic view of users, enabling tailored solutions for retail clients to corporate entities in a competitive market.
Key Insights and Data-Driven Patterns
Our research revealed critical trends: Financial literacy averaged 8.0/10, while brand loyalty scored lowest at 6.2/10. Tech-savviness and digital banking adoption were highly consistent, but brand loyalty showed erratic variance. Strong correlations emerged, such as tech-savviness driving digital adoption and a negative link between brand loyalty and tech enthusiasm. These insights reshaped product strategies, prioritizing user-centric design for high-tech engagement while addressing loyalty gaps.
Persona and Visualization Strategic Impact
The final personas, visualized with detailed demographics and behavioral patterns, revealed actionable archetypes. For instance, high financial literacy paired with risk tolerance guided wealth management tools, while digital adoption trends informed app UX enhancements. These personas became a blueprint for cross-functional teams, bridging research to actionable outcomes and directly influencing customer engagement strategies and product launches.
Explore the full journey in 3 parts, including detailed method breakdowns and persona templates, in the Behance case study. Let me know if you need specific sections highlighted!
