Rocket Fuel Inc.
Project Summary: Personas were created to give designers and developers insight into the users that use the Rocket Fuel DSP/DMP directly. Each of the persona types represents either the DSP or DMP user, and further separates them by Managed or Self Service. They are meant to evolve as we receive more/updated information on them through client facing internal feedback, actual client interaction, surveys...and essentially any other means for capturing who our clients are, and how they are using the platforms.
My Role: UX Researcher
Team Members: Ben Robinson, Rick Chandra
Tools: Balsamiq, Sketch, Google Docs, Wiki docs
Process: Interviews (in person and remote), Group Sessions

In order to gain both insight and empathy for current users during our full application re-design Personas were created to distribute and present to Product Managers, Developers and other UX team members. During team meetings the UX team determined the scope of information that would need to be collected to produce viable Personas for Rocket Fuel. Client details had never been collected on this scale before, so our team decided to collect as much information as possible.

* Needs / Goals, Pain Points, Primary Activities in the UI, Other Tools used, Frequency of Use, Industry Experience, Decision Influencer, Key User Questions, Bio Summary, Quote, What does an exceptional experience look like, Related Roles

We then held both group and 1 on 1 sessions with clients / users directly to collect and validate the information collected through various group sessions. Group sessions with client facing team members were held to determine the common roles that our clients held, and what their interactions with our application were. These notes were combined with earlier research outings with clients and the design personas were created. Once created they were put up in a common room at Rocket Fuel headquarters so all would be able to view and help further validate them further. They were considered evolving documents that would grow with gathered knowledge of users.

Through the use of the Self Service DSP Persona we were able to create a robust Journey Map for the creation of a campaign, one of many main workflows users need to complete while using the Rocket Fuel DSP.