User Interviews to Developing Personas – Optum

User Interviews & Research Process

User interviews are an invaluable method for gathering qualitative insights, whether for refining existing products or clarifying the audience for new ones. They also serve as a foundation for developing user personas. By directly engaging with users, I ensure that the final design is both user-centered and effective.

Interview Approach

Before conducting one-on-one interviews, I begin with initial research and develop a structured script. This helps me understand user behaviors, goals, and needs in their own words. I use open-ended questions to encourage deeper conversations and uncover insights I might not have anticipated.

Beyond interviews, I analyze industry trends and similar products to broaden my perspective. This external research not only validates insights from user interviews but also provides a more comprehensive understanding for persona development.

Synthesis & Analysis

Once I’ve gathered my research, I analyze findings for patterns, key quotes, and standout responses. To organize the data effectively, I use a grid format, with categories as columns and users as rows, allowing me to identify recurring themes, challenges, and successes that will shape design decisions.

From this synthesis, I craft clear user challenge and success statements, which I then translate into user personas. These personas represent key user types and serve as a guiding framework for design decisions.

By integrating these insights into the design process, I ensure that the final product is not only user-centered but also addresses the real needs and concerns of the target audience.