Persona Behavior Evaluation

Improving customer adoption through quantitative analysis of platform click-through data for key personas.

Problem statement

The customer success team wanted to improve the platform by gaining a deeper understanding of the key user personas at our top customers.

One of the big questions for this study revolved around administration tasks. While we knew that some users fulfill the role of organization administrators, their primary focus did not revolve around administrative tasks. The objective was to gain insights into how these tasks should be appropriately addressed within the current persona set.

Solution

A deeper understanding of the key persona behavior, including a decision to introduce the concept of the administrator role that contains a set of tasks common among many users but not tied to a specific persona.

The primary audience for this research study:

  • Product design team

  • Product management team

  • Customer success team

These teams play pivotal roles in shaping the trajectory of the platform, ensuring that the outcomes are not only aligned with their specific goals, but also contribute significantly to the overall success and customer satisfaction.

UX Researcher 

my role on the project

My responsibilities

  • Defining the study's goals and constraints.

  • Maintaining ongoing alignment with the customer success team throughout the study.

  • Collecting and organizing click-through data for each persona.

  • Analyzing the data and synthesizing the findings into a comprehensive final report.

Scope & constraints

  • Examined 38 eligible users across 3 key personas and 19 star customers.

  • Of the 38, 24 were in late-stage adoption. An uneven distribution among personas.

  • The study focused solely on click-through platform data, excluding API events.

  • Limited analysis to two target time-frames: 30 days and 3 months.

  • Potential challenges in manual event type categorization, which could lead to miscategorization and misinterpretation of user intentions.

Goal Alignment Phase

  • Conducted meetings with the VP of Customer Success and VP of Product Design and Research to comprehend their vision for the project.

  • Formulated a comprehensive proposal outlining specific study questions and proposed methodologies.

Data Gathering

  • Collected click-through data for the target user list provided by Customer Success.

  • Categorized click events and grouped them based on persona, activity type and event type.

  • Employed data science and engineering techniques to verify the accuracy of data gathering and categorization.

Data Analysis

  • Analyzed the collected data on a 30 days and 3 months time-frames.

  • Synthesized key findings into a comprehensive final report.

Delivery Phase

  • Updated the existing persona set to reflect the findings.

  • Presented a final report along with opportunities for future analysis to the Customer Success and Product teams.

Outcomes & results

The list of the results and outcomes based on the research findings.

  • Enhanced insights into personas for a more comprehensive understanding.

  • Reduced the number of meetings spent discussing user goals and activities.

  • Facilitated increased collaboration between customer success and product teams.

  • Provided impactful input for the development of customer training materials.

  • Improved new hire onboarding by integrating refined persona knowledge.