Chapter Four: Personas Before Skitter could begin the development of a solution to the problems of pet owners, it needed fi rst to uncover, hone in on, and better defi ne those problems. Through research in the form of on-site observation and virtual interviews, Skitter was able to develop three distinct user personas in order to better design with its audience in mind. This step was integral, and the fi rst step in the journey towards developing a unique value proposition for Skitter. The research and interviews conducted along the way while developing these user personas also served to deeply, richly inform Skitter’s fi nal design, with the end result being a product with a unique value proposition, and a product that delivers that value in a way that is distinctly catered towards its ideal user base. Skitter’s audience was broken down into three key personas: The Over-Prepared, The Under-Prepared, and The Always Right. 22
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