Taylor is a family of companies providing diverse customer communication products, services, and technologies. Taylor solutions are in your email inbox, mailbox, in retail settings, and on your mobile device.​​​​​​​

The Taylor marketing team was launching a redesign of the corporate website. The main goal of this website is to bring in new clients. Marketing had extensive research on buyers, however, not those who would visit the site and why.

Initially, they hired a UX Contractor to plan and execute end user persona research. The plan they had was overly extensive which would have taken them down a needless path. 

But, I knew I had to steer the project in a direction to get the results Taylor needed.

The result were four user personas which were Goal-based! 

Goal-based Personas help project teams focus on the user. They are also useful when writing user stories.

This is one of the four personas! Donna represents the Decision Maker user group. 

Donna has long work days, but her family is the most important thing to her. She does what she can to disconnect from her job at the end of the day to be there for family and to stay mentally and emotionally balanced. 

Donna's motivations with work is to see her organization succeed.

This is Donna's work flow in her organization when looking for new vendors. 

Upon delivering the four personas, I shared other feedback. I had time at the end of user interviews to ask for feedback regarding the redesign of the Taylor Corporate website. Here is a sample of some of the feedback.

In ending this showcase of persona development for Taylor, I would like to share a case study I built for internal UX talks for my organization.

Thank you for viewing this showcase. Ask me questions! I am happy to talk about UX!