Creating Proto-Personas

Sara Riedel

486

Report

Proto-personas explain the “why” behind the buying habit trends in our customer data.

Define at least 8 attributes to plot for each participant. These attributes may be captured in your screener survey, identified in your interview summaries, or created at this stage.
Sort rows to create groups with the most number of similarities possible. This process should be iterative. Continue this process until you have a few distinct groups. We sometimes recommend 4-6 participants per group.
Write a name and description for each group based on key defining similarities within the group.

Sara Riedel

Associate Director of Research @ ZoCo Design

As the Associate Director of Research at ZoCo Design, Sara brings seven years of experience and a passion for uncovering user insights. With a background in graphic design, she transitioned into UX research to leverage her strengths as a systems thinker, but continues to create in her free time. She thrives on the puzzle of building innovative project approaches and strategies to answer complex questions and loves teaching people about the value that research can bring to their work.