Desk Research and Persona Building
- Internal data
- Online platforms
- Supply chain
In brief
Segmented an enterprise dataset of 40k+ users by job title to isolate and define core supply chain personas, including Truckers, Logistics and Supply Chain Managers, Dispatchers, Customer Service, and Logistics Executives.
- Desk research
- Data segmentation
- Persona mapping
- Empathy mapping
- Stakeholder presentation
The objective
Define key user roles across the supply chain and map their specific daily operational needs to optimize a customer-facing logistics application.
The approach
Filtered an enterprise dataset of 40k users to isolate distinct logistics personas (Truckers, Dispatchers, Managers, Executives). Conducted exhaustive desk research to analyze their work nature, operational timings, and behavioral patterns.
Truckers
Work nature, operational timings, and behavioral patterns.
Dispatchers
Work nature, operational timings, and behavioral patterns.
Logistics and supply chain managers
Work nature, operational timings, and behavioral patterns.
Customer service
Work nature, operational timings, and behavioral patterns.
Logistics executives
Work nature, operational timings, and behavioral patterns.
The outcome
Translated raw data into highly accurate, role-based persona profiles, directly informing critical design decisions and ensuring the application intuitively supported complex, real-world logistics workflows.
Key outcomes
- Secured cross-functional alignment by transforming raw data into detailed, visual supply chain personas.
- Cultivated a shared, deep understanding of end-user ecosystems, such as Truckers versus Dispatchers.
- Gave engineering and product leadership foundational insights to back high-impact design decisions.