WHITE PAPER

How Personas Drive the Design of Successful Business Applications

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Strategy Services

User Research

At TandemSeven, we believe the value of a product is directly related to the success of its adoption and use. By effectively connecting with the people who use an application, organizations can leverage design as a tool and method to bridge the gap between users and business objectives. Surprisingly, many companies leave end users out of the requirements definition process. And when applications are designed and developed without input from users, low adoption rates and even project failure can follow.

 

TandemSeven helps companies turn unmet user needs into business opportunities. Our experts conduct extensive market research and develop a comprehensive understanding of user behavior. By observing people in their actual working environments (listening to their needs and watching how they work in context), we gather invaluable information that enables us to understand and empathize with their needs. Then, we analyze behaviors and preferences and model appropriate new products and services.

TandemSeven transforms insights into business value. Our deep industry expertise and proven T7 Experience-Centered Methodology ensures user requirements are understood and built into next generation offerings. The results are world-class business applications and portals that transcend technology and offer experiences that enhance how people live, work and play.

Field Observations and Ethnographic Studies
Using techniques like contextual inquiries, field observations and ethnographic studies, TandemSeven's behavior-based research methods reveal what users actually do, not merely what they say they do. By observing users in context, we uncover unmet needs, preferences and attitudes. We analyze the raw information and uncover patterns to identify new directions and markets. Then we design products and services that users really want and need, enabling remarkable experiences and high business value.

Competitive Analysis
Understanding where your company falls in relation to your competitors can be an effective way to identify areas of improvement for an application. TandemSeven's design professionals can evaluate the gaps in usability, branding, functionality and design between you and your competitors.

Requirements Definition
Identifying business requirements prior to conducting user research and embarking on design or development is critical. TandemSeven identifies and validates requirements by interviewing key business and technical stakeholders. Next, we conduct business analyses that reveal target audience needs as well as confirm the project’s business goals and objectives. We define metrics of success for new portals or applications, specify use cases and develop a functionality inventory that can be readily prioritized.

Persona Development
TandemSeven leverages a solid foundation of user research and task analysis expertise to help companies develop a set of valuable personas for key applications. Our persona development techniques zero-in on ‘customer’ behavior and characteristics, helping maximize the adoption of business applications in highly competitive markets. Learn more about personas by downloading TandemSeven’s white paper, How Personas Drive the Design of Successful Business Applications.