MAJOR PROJECT 1/TASK 2: USER RESEARCH

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26.02.2025 - 05.03.2025 / Week 4 - Week 5
Marsya Arisa Binti Mahmud / 0359684
Major Project 1 / Bachelor of Design (Hons) in Creative Media / Taylor's University
Task 2: User Persona & Journey Map
INSTRUCTIONS

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TASK 2: USER RESEARCH

For Task 2, our expected deliverables are:
  • Gather more user insights
  • User Personas based on user research in Task 1
  • User Journey Map
User Insight
Tracy extracted information from the Affinity Diagram to organize the features in more depth:

Figure 1.1: Improved Affinity Diagram

To gather more user insight besides the Affinity Diagram, we created an Empathy Map using a template by Dave Gray to understand more about user needs.

Figure 1.2: Empathy Map

Our interviewees mentioned adoption through various social media platforms. We then decided to do a competitor analysis with applications they have used for adoption and other pet adoption applications to better grasp the market. (Will be provided in the slides below)

Persona Analysis
After gathering more insight, we were to curate our user personas. We found that generally our target audience could be split into 4 personas:
  • Pet Adopters
  • Pet Enthusiasts
  • Animal Shelters
  • Veterinarians
Figure 1.3: User Persona Planning

For efficiency, each group member would work on one persona and create their user journey map. My task is to create a persona and user journey for a pet enthusiast. 

TASK 2 SUBMISSION

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FEEDBACK

WEEK 4 - 26/02/25
For user personas, include the amount of pets each user has. 

WEEK 5 - 05/03/25
User persona and user journey map are clear. Refer to picture sent and follow the diagram for more user insights. Proceed with Task 3. 

REFLECTION
Throughout Task 2, I gained valuable insights into user behavior and the role of empathy in design an application. Developing user personas and journey maps helped me understand the needs of different users, and the importance of research when making decisions in UI/UX. Conducting interviews and organizing data through affinity diagrams and empathy maps helped  translate raw data into structured design strategies. This process has deepened my appreciation for user-centered design and its impact on creating meaningful digital experiences.

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