User Research and Discovery

Personas

Profile card of Albert, a 36-year-old man from Washington, D.C., working as a financial broker. The card features his photo and details about his education, hobbies, sources of information, concerns, and ways Voya can appeal to him. Rankings of his d
Profile screen of Alicia, a 42-year-old HR Generalist in Dallas, Texas. The character features a smiling woman with dark hair, is labeled as a Curious Investor. The screen provides her education background, hobbies, sources of information, concerns,
A digital profile of Raquel, a 50-year-old business advisor from San Diego, CA, with sections describing her education, hobbies, source of information, concerns, and needs, along with her photo and icons indicating her age, location, and profession.
Profile of a smiling woman with short curly hair, titled Lucinda, a female passionate advocate. Includes icons indicating she is 30 years old, located in Michigan, with a master's degree, over 70,000 in impact, and working as a care consultant. Quote
A detailed infographic or profile card for Jun, a 39-year-old male epidemiologist from Washington, with his photo, personal details, interests, and research focus, along with various sections discussing his digital behaviors, needs, and values.
A detailed infographic profile of Sabiya, a 25-year-old female master’s student in health science, including her location in New York and Massachusetts, interests such as meditation and nature walks, her focus on reliable health research sources, her

User Scenarios & Journeys

A person with short curly hair and a blue T-shirt smiling outdoors with a blurred background of trees during sunset.
A webpage section titled 'User Scenario' with a description about research and information seeking, featuring three circular images of a student, a researcher, and a public health professional on the left side.
A marketing funnel diagram showing the stages from Unaware to Convincing Others to Apply for a Job in Hospitality, with corresponding thoughts, concerns, opportunities, and KPIs for each stage.
Flowchart detailing steps for engaging with educational content about coast and ocean, including user goals, actions, sentiment, considerations, expectations, and opportunities.