Create Your First Project

Start adding your projects to your portfolio. Click on "Manage Projects" to get started

.pro-gallery-wix-wrapper {display: block !important;} .pro-gallery-wix-wrapper .gallery-item-container {opacity: 1 !important; display: block !important;}

LCW: Personas & Journey Mapping

Project type

UX Research

Date

2021

To support a company-wide UX initiative, I collaborated with Sales and Marketing to create user personas and experience maps for Left Coast Wholesale’s core customer types. I led the development of seven detailed personas based on internal insights, industry context, and behavioral patterns, helping teams better understand user motivations, pain points, and goals.

To bring these personas to life, I designed a companion experience map for a key user, “Cassie,” a hydro store owner, charting her end-to-end interactions with the site. This process uncovered specific content gaps, dashboard usability issues, and engagement opportunities that directly informed the platform redesign. I also created educational materials to align cross-functional teams around UX principles and ensure shared language and understanding moving forward.

To foster UX literacy across teams, I created educational content to align stakeholders around core principles. This slide introduces the concept of User Experience and frames UX as the sum of how customers interact with a product or brand. It laid the groundwork for cross-functional collaboration between design, sales, and marketing teams.

I introduced the principle of user-centered design to reinforce the importance of empathy in product development. This helped the team shift focus from internal assumptions to solving real user problems, ensuring our website redesign served actual customer needs, not just business preferences.

These slides explain the rationale behind developing personas and clarify how we translated real user research into actionable insights. I made the distinction between personas and proto-personas to guide our team in assessing the strength of different data sources, emphasizing the rigor behind the personas we ultimately created.

I created a sample persona early in the project to demonstrate format and tone. This acted as a template to guide future persona development and helped teams understand how to build relatable yet research-grounded profiles.

Collaborating with sales and marketing, I led the development of seven core personas that captured the diverse needs of our user base. These personas helped define user flows, messaging tone, and feature prioritization throughout the redesign. A lightly irreverent tone was used to reflect real-world user personality and boost internal recall and engagement.

Each persona was built using direct interviews, stakeholder input, and sales data. I distilled recurring patterns into clear user types with pain points, goals, and behavioral insights, ensuring the final designs addressed both functional and emotional needs across user segments.

To further humanize the persona work, I developed a detailed experience map showing Cassie's journey across five stages: from need identification to re-engagement. This artifact highlighted key opportunities to enhance the UX—such as improving post-order communication and surfacing promotions—making it a vital reference for the redesign strategy.

.pro-gallery-wix-wrapper {display: block !important;} .pro-gallery-wix-wrapper .gallery-item-container {opacity: 1 !important; display: block !important;}

Create Your First Project

LCW: Personas & Journey Mapping

Project type

Date

Let's Design Together!