Harmonizing Personas for an Evolving Ecosystem: Frederick & Mindbody
I developed original, empathy-driven archetypes at Frederick to ensure we truly understood our customers. After our acquisition, I led the work to integrate these personas into the broader Mindbody platform, ensuring our product decisions remained grounded in real user needs during the transition.
Frederick Personas
These personas were the result of our first deep dive into the hearts and minds of small business owners. By facilitating collaborative sessions with key stakeholders, I helped define the motivations and pain points that would eventually drive our entire product roadmap and brand voice.
Mindbody Personas
Following the acquisition, I led the effort to adapt our existing research to fit a much broader and more complex ecosystem. These evolved personas served as a critical bridge, allowing the new organization to maintain a deep connection with our core users while scaling to meet the needs of a global platform.
My Role
Designer, Facilitator, and Stakeholder
My Contributions
- Strategic Research Leadership: Organized and moderated leadership offsites to transform raw customer data into actionable, empathy-driven user archetypes.
- Knowledge Synthesis: Translated qualitative session insights into the first iteration of our persona framework, creating a shared language for the entire organization.
- Acquisition Integration: Spearheaded the evolution of our original research to ensure our user insights remained relevant and valuable within a new, larger corporate ecosystem.