results & impact
Aligning the team was key to success, and persona profiles provided a shared understanding of the target audience. With personas in place, decisions, designs, and strategies were guided by a clear focus on user needs.
This alignment enhanced communication, reduced confusion and ensured that everyone worked towards the same goal.
Aligning the team was key to success, and persona profiles provided a shared understanding of the target audience. With personas in place, decisions, designs, and strategies were guided by a clear focus on user needs.
This alignment enhanced communication, reduced confusion and ensured that everyone worked towards the same goal.
learning outcomes
I was initially concerned about taking the time to develop personas, but it turned out to be well worth the effort. It gave the team a much clearer understanding of each user type, and the buy-in from stakeholders was higher than I expected. It also helped elevate the company's overall approach and maturity to UX.
I was initially concerned about taking the time to develop personas, but it turned out to be well worth the effort. It gave the team a much clearer understanding of each user type, and the buy-in from stakeholders was higher than I expected. It also helped elevate the company's overall approach and maturity to UX.
next case study
next case study
designing for people
designing for people
the problem
Our marketplace attracted a diverse range of users with different goals and needs. Without a clear understanding of these users, design decisions risked being generic and missing real pain points. We needed data-driven user personas to humanise our audience, guide decisions, and ensure a user-centred experience.
Our marketplace attracted a diverse range of users with different goals and needs. Without a clear understanding of these users, design decisions risked being generic and missing real pain points. We needed data-driven user personas to humanise our audience, guide decisions, and ensure a user-centred experience.
objectives & approach
objectives & approach
objectives & approach
To create effective personas for the marketplace,
we conducted in-depth research to understand the needs, behaviours, and motivations of both buyers and sellers. By analysing user interviews, platform data and feedback from customers and stakeholders, we identified key user segments and their pain points. These insights informed detailed personas that reflected real user goals, helping to guide design and development decisions.
To create effective personas for the marketplace, we conducted in-depth research to understand the needs, behaviours, and motivations of both buyers and sellers. By analysing user interviews, platform data and feedback from customers and stakeholders, we identified key user segments and their pain points. These insights informed detailed personas that reflected real user goals, helping to guide design
and development decisions.
To create effective personas for the marketplace, we conducted in-depth research to understand the needs, behaviours, and motivations of both buyers and sellers. By analysing user interviews, platform data and feedback from customers and stakeholders, we identified key user segments and their pain points. These insights informed detailed personas that reflected real user goals, helping to guide design and development decisions.
the profiles
With a marketplace specialising in high-end design and unique price points, the primary audience consists of high-net-worth individuals. These buyers often include serious collectors seeking rare and valuable pieces, as well as trade professionals. Below is a breakdown of the key personas our industry caters to.
With a marketplace specialising in high-end design and unique price points, the primary audience consists of high-net-worth individuals. These buyers often include serious collectors seeking rare and valuable pieces, as well as trade professionals. Below is a breakdown of the key personas our industry caters to.
The Hopeful Hobbyist
The Hopeful Hobbyist
Steve • 26 • Marketing Executive
Steve • 26 • Marketing Executive
Purchase Frequency: Never or Rarely
Purchase Frequency: Never or Rarely
Goals: Steve is passionate about collecting but doesn’t have the funds to purchase high-end items. He enjoys browsing, learning, and following trends in the art and antiques world as a hobby.
Pain Points: Budget limitations and lack of guidance on what to buy as a new collector. He struggles to identify which items will grow in value and how to authenticate them.
Needs: Affordable luxury items with clear information about quality and potential investment value. He also seeks advice and tips on building a collection.
Design Considerations: Curated budget-friendly options, guidance for beginners, investment tips, and articles or blogs on starting a collection with limited funds.
Goals: Steve is passionate about collecting but doesn’t have the funds to purchase high-end items. He enjoys browsing, learning, and following trends in the art and antiques world as a hobby.
Pain Points: Budget limitations and lack of guidance on what to buy as a new collector. He struggles to identify which items will grow in value and how to authenticate them.
Needs: Affordable luxury items with clear information about quality and potential investment value. He also seeks advice and tips on building a collection.
Design Considerations: Curated budget-friendly options, guidance for beginners, investment tips, and articles or blogs on starting a collection with limited funds.
The casual collector
The casual collector
Emma • 34 • Lawyer
Emma • 34 • Lawyer
Purchase Frequency: Occasionally
Purchase Frequency: Occasionally
Goals: Emma enjoys browsing for unique, one-of-a-kind pieces to decorate her home. She isn’t a serious collector but is drawn to beautiful, high-quality items that reflect her personal style.
Pain Points: Limited knowledge about art and luxury design; unsure of how to identify good investments or whether her purchases are authentic.
Needs: Clear descriptions, user-friendly navigation, and educational content to guide her through the buying process. She also values the ability to discover items that suit her tastes and lifestyle.
Design Considerations: Simple navigation with filters based on style, period and price; curated collections; educational content, such as articles or videos about collecting.
Goals: Emma enjoys browsing for unique, one-of-a-kind pieces to decorate her home. She isn’t a serious collector but is drawn to beautiful, high-quality items that reflect her personal style.
Pain Points: Limited knowledge about art and luxury design; unsure of how to identify good investments or whether her purchases are authentic.
Needs: Clear descriptions, user-friendly navigation, and educational content to guide her through the buying process. She also values the ability to discover items that suit her tastes and lifestyle.
Design Considerations: Simple navigation with filters based on style, period and price; curated collections; educational content, such as articles or videos about collecting.
The BULK BUYER
The BULK BUYER
Isabella • 40 • Interior Designer
Isabella • 40 • Interior Designer
Purchase Frequency: Frequently
Purchase Frequency: Frequently
Goals: Isabella is seeking unique, high-quality pieces for her design projects and makes frequent, high-volume purchases. She values a seamless and efficient purchasing experience.
Pain Points: Needs a streamlined way to find specific pieces that suit different client projects, and limited time to search through large marketplaces.
Needs: Easy-to-use sourcing tools to quickly find items. She also wants unique trade tools and seamless purchasing options.
Design Considerations: Strong visual search features, high-quality images with zoom options, ability to save or create mood boards, curated collections based on style or design trends, and easy purchasing.
Goals: Isabella is seeking unique, high-quality pieces for her design projects and makes frequent, high-volume purchases. She values a seamless and efficient purchasing experience.
Pain Points: Needs a streamlined way to find specific pieces that suit different client projects, and limited time to search through large marketplaces.
Needs: Easy-to-use sourcing tools to quickly find items. She also wants unique trade tools and seamless purchasing options.
Design Considerations: Strong visual search features, high-quality images with zoom options, ability to save or create mood boards, curated collections based on style or design trends, and easy purchasing.
The informed investor
The informed investor
Robert • 48 • Financial Analyst
Robert • 48 • Financial Analyst
Purchase Frequency: Occasionally
Purchase Frequency: Occasionally
Goals: Robert is focused on purchasing art and antiques as a long-term investment. He is always looking for pieces that will appreciate in value over time and diversify his investment portfolio.
Pain Points: Robert is cautious about the volatility of the art and antiques market and needs to be certain that any pieces he buys are a smart investment.
Needs: Access to detailed provenance, historical price trends, and market analysis. He also looks for expert opinions and insights into future market values.
Design Considerations: Integration of pricing history, market data, and expert appraisals. Features like detailed creator bios and access to exclusive or rare items would appeal to him.
Goals: Robert is focused on purchasing art and antiques as a long-term investment. He is always looking for pieces that will appreciate in value over time and diversify his investment portfolio.
Pain Points: Robert is cautious about the volatility of the art and antiques market and needs to be certain that any pieces he buys are a smart investment.
Needs: Access to detailed provenance, historical price trends, and market analysis. He also looks for expert opinions and insights into future market values.
Design Considerations: Integration of pricing history, market data, and expert appraisals. Features like detailed creator bios and access to exclusive or rare items would appeal to him.
Goals: Robert is focused on purchasing art and antiques as a long-term investment. He is always looking for pieces that will appreciate in value over time and diversify his investment portfolio.
Pain Points: Robert is cautious about the volatility of the art and antiques market and needs to be certain that any pieces he buys are a smart investment.
Needs: Access to detailed provenance, historical price trends, and market analysis. He also looks for expert opinions and insights into future market values.
Design Considerations: Integration of pricing history, market data, and expert appraisals. Features like detailed creator bios and access to exclusive or rare items would appeal to him.
The Seasoned Seller
The Seasoned Seller
David • 60 • Antique Dealer
David • 60 • Antique Dealer
Purchase Frequency: Occasionally
Purchase Frequency: Occasionally
Goals: David runs a successful antique dealership and is looking to expand his online presence by selling high-end art and antiques on a trusted platform.
Pain Points: Struggles with finding trustworthy buyers and dealing with complicated listing processes or slow sales cycles.
Needs: A reliable, efficient platform for listing valuable items with strong seller support. He needs tools to track sales, communicate with buyers, and manage listings seamlessly.
Design Considerations: Easy-to-use listing tools, clear and secure payment methods, robust seller dashboard with inventory and sales tracking, and seamless communication features with buyers.
Goals: David runs a successful antique dealership and is looking to expand his online presence by selling high-end art and antiques on a trusted platform.
Pain Points: Struggles with finding trustworthy buyers and dealing with complicated listing processes or slow sales cycles.
Needs: A reliable, efficient platform for listing valuable items with strong seller support. He needs tools to track sales, communicate with buyers, and manage listings seamlessly.
Design Considerations: Easy-to-use listing tools, clear and secure payment methods, robust seller dashboard with inventory and sales tracking, and seamless communication features with buyers.
Goals: David runs a successful antique dealership and is looking to expand his online presence by selling high-end art and antiques on a trusted platform.
Pain Points: Struggles with finding trustworthy buyers and dealing with complicated listing processes or slow sales cycles.
Needs: A reliable, efficient platform for listing valuable items with strong seller support. He needs tools to track sales, communicate with buyers, and manage listings seamlessly.
Design Considerations: Easy-to-use listing tools, clear and secure payment methods, robust seller dashboard with inventory and sales tracking, and seamless communication features with buyers.
Real Users, Real Solutions
Below are sample project overviews tailored to meet the distinct needs, preferences and behaviours of our target buyers.
Below are sample project overviews tailored to meet the distinct needs, preferences and behaviours of our target buyers.
Alternative Browsing
We implemented alternative browsing options to enhance how frequent users interact with inventory across different devices.
For mobile, we introduced a list view with larger images for better visibility on smaller screens and surfaced key call-to-action buttons for quicker interactions.
On desktop, we implemented a thumbnail grid view, allowing users to scan a high volume of items quickly by minimising unnecessary HTML/CSS elements.
Alternative Browsing
We implemented alternative browsing options to enhance how frequent users interact with inventory across different devices.
For mobile, we introduced a list view with larger images for better visibility on smaller screens and surfaced key call-to-action buttons for quicker interactions.
On desktop, we implemented a thumbnail grid view, allowing users to scan a high volume of items quickly by minimising unnecessary HTML/CSS elements.
We implemented alternative browsing options to enhance how frequent users interact with inventory across different devices.
For mobile, we introduced a list view with larger images for better visibility on smaller screens and surfaced key call-to-action buttons for quicker interactions.
On desktop, we implemented a thumbnail grid view, allowing users to scan a high volume of items quickly by minimising unnecessary HTML/CSS elements.
The BULK BUYER
The BULK BUYER
The BULK BUYER
Isabella • 40 • Interior Designer
Isabella • 40 • Interior Designer
Isabella • 40 • Interior Designer
Alternative Browsing
Customisable Options
To address frequent enquiries about size, colour, and other variations, we introduced a customisation section within product listings.
This feature proved to be a valuable talking point,
giving buyers more reasons to contact sellers.
Customisable Options
To address frequent enquiries about size, colour, and other variations, we introduced a customisation section within product listings.
This feature proved to be a valuable talking point, giving buyers more reasons to contact sellers.
To address frequent enquiries about size, colour, and other variations, we introduced a customisation section within product listings.
This feature proved to be a valuable talking point, giving buyers more reasons to contact sellers.
The casual collector
The casual collector
The casual collector
Emma • 34 • Lawyer
Emma • 34 • Lawyer
Emma • 34 • Lawyer
Size
Size
Fabric
Fabric
Colour
Colour
Finishes
Finishes
Finishes
Material
Material
Frame
Frame
Customisable Options
