Pinpointing consumers at every step along their journey.
Aspirin consumer journeys + personas
How might we tell a cohesive story from 600,000 data points?
The Challenge
Aspirin's global marketing model was imbalanced across a series of local markets, leading to disproportionate investment and a lowered return on effort. A specialist team dove into multi-market research, but when it came to synthesize, it was difficult to find the story.
Our Solution
Crafting a made-to-travel set of consumer journeys and local market personas, I articulated thousands of data points in a format that was digestible, insightful, and compelling. As powerful as they were concise, the output could travel from global brand leadership to local market agencies, equipping them with the data and insights they needed to make a case for action.
The Result
As the initial research and synthesis completed, our multidisciplinary team continued to support Aspirin with best-in-class playbooks on ecommerce, social platforms, and content strategy, positioning our team as a strategic partner to the global leads and a line of support to local teams.
Key Contributions
Research Synthesis
Art Direction
UX Design
Stakeholder/Client Presentation
Tools
Adobe Suite
Sketch
Keynote
Notion
The Process
After completing preliminary research into Aspirin's rising design target, I joined a multidisciplinary team of strategists and search specialists to articulate the synthesized product: a comprehensive user journey and suite of personas.
We needed to tell a story that rang true to a variety of stakeholders: those deeply familiar with the Aspirin landscape, and those two levels removed from it. As the design lead, I collaborated closely with the lead strategist to define an information hierarchy and add in rich layers such as names, expected search results, and an archetypal quote.
Segmenting out the research into four categories based on the type of information each stakeholder may look for, I further distilled information into a persona that was digestible, richly informed, and exciting.
Framework Development
With a foundational persona established, I tapped an experience designer to further iterate on the set, using the work as an onboarding to a new client, and an opportunity to spotlight a junior creative to a cross-discipline team.
Supporting them with cadenced check-ins, I stayed close to the work as the persona library expanded to encompass Italian, German, and American markets.
Consumer Journeys: Built to Travel
As the persona buildout grew underway, I turned my attention to the second part of this work: the consumer journey. Stratified across three use cases, each consumer journey needed to be data-rich, easily digestible, and able to stand on its own or as a set.
Building upon an exiting brand identity, I showcased information as a series of background data points and key consumer “events”, highlighting ebbs and flows in a user's journey, close-up interactions, and opportunities to future-proof the consumer strategy based on technological advancements, new legislation, and shopper trends.
Packaging these as single-screen, travel-ready products, the consumer journeys and personas could stand alone or as a cohesive set of bold, rich research.
Presentation & Local Market Reception
Standing with a multidisciplinary team, I presented this work to stakeholders at the global and local market level, soliciting feedback and influencing decision-making toward the final output. As we continued to engage with the local market teams, we returned to the personas and journeys, enriching them with niche insights, further research, and recommendations for growth.
Once distributed, we set to work on phase two: best-in-class playbooks!