BT Personas - Colleague global personas
Role:UX Researcher lead
Duration:2 months
Team Size:2 members from the design team
Skills:UX Research
Output:Detailed report with insights &
recommendations for stakeholders
ROI:N/A
Summary/Context
In response to evolving customer engagement strategies, our design team at British Telecom developed an innovative approach to personalising digital customer experiences through advanced persona development and journey mapping.
Challenge/Problem Statement
- Developing a comprehensive understanding of diverse customer segments;
- Creating actionable personas that transcend traditional demographic profiling;
- Bridging gaps between customer perceptions and organisational understanding;
- Designing personas that could drive strategic decision-making across multiple departments;
Project phases
1
Discovery
2
Ideation & Prototype
Employed multi-dimensional approach combining customer interviews, behavioural analysis, and stakeholder workshops to map customer journeys.Outputs: Customer journey maps, behavioural insights, persona frameworks, research synthesis.
Created strategic customer understanding through detailed persona profiles and visualisation tools.Outputs: Comprehensive persona portfolio, implementation roadmap, transformation guidelines, interactive visualisation platform.
