Target Users Definition

Used Research Methods:

Relevant Research Questions:

• How do the inhabitants of the TQ experience their current working days in the given environment?

In addition to a Problem Definition, I needed to also condense the target group. At the end of the User Study, it became clear that the inhabitants' experiences and opinions on the covered topics differed. As there was not one specific group that was clearly standing out, I needed to create multiple personas and decide which persona/s could have the highest benefit of a project in connection to "Reducing the noise through promoting more active and engaging breaks".

⚙️ Process

I reused the whiteboard used during the Problem Definition and found patterns within the notes to create the distinct types of persona archetypes that occupy the TQ building. (click for more information about the colour-grouped categories)

reused notes

✅ Results & Conclusions

Stepping Stones: Personas

By sorting the notes, I created 3 personas, each representing the 3 main types of people that I had found. The personas are displayed on the images below (click on them to expand)

1 - not used

2 - used

3 - used

1. The Extreme Workers Those people have no problem working wherever and whenever. In general, they prefer to stay at their desks, even when taking a break. They enjoy their time by themselves and often scroll through social media when resting. The only reason they take breaks is not because they feel the need to but because they know they should. They like the "buzz at school" and don't have trouble with the noise. Therefore they enjoy the shared space and would not like to be separated from their mates.

2. The Walkers The walkers always need to keep moving. They easily change focus and change their working space quite regularly to keep their focus. The social interaction at the building gives them a real energy boost, but the noise and the bland atmosphere is bringing their mood down. They know their break needs and often use a reward system (like getting coffee). They would love to have a more personalized inspiring environment and larger lounges where they can be social.

3. The Box Fits Those people adapt. The noise can affect them but they would find a way to work with the environment (lex: doing mostly easier tasks at location). They come to the building mainly to talk with people. They get easily distracted but when they get into the flow they can sit and work for hours. Bright spaces and different experiences inspire them. As for breaks, their day is structured with meetings, so breaks are left for the gaps in the schedule. Socialisationwise, they can go either way. They would wish for a break-dedicated area.

In conclusion, it seemed that the Extreme Workers, are happy with the building the way it is. They understood the pains of the other people but did not experience them personally. Therefore, The Extreme Workers were not representative of my target users.

On the other hand, both The Walkers and The Box Fits, seemed to have more need for movement and social interaction. Even though The Box Fits can adapt to any situation, they still find that the building adapting to them instead would be nice. Therefore, I decided to put both personas as a target audience for my project as they both seemed like groups that would benefit from the solution direction "Reducing the noise through promoting more active and engaging breaks".

👣 Next Steps

As I have defined my Problem, Solution Direction, and Target Group, I needed to formulate my concept and update my Design Challenge.