BEHAVIOR DNA
“Mitigating The Bias Of Traditional Personas”
Design | Branding
OBJECTIVE
Attaching demographic characteristics, such as gender, age and race can reinforce stereotypes and prevent us from focusing on actual user needs. Motivations, needs and behavior should drive the design process.
To reduce bias associated with demographics, we wanted to create personas that focused on the innate, DNA driven characteristics. By taking away representative imagery and demographic details, we reduce bias associated with race, age and gender and focus more on actual behavior, what the users need, what they value, and what drives action.
DEFINE
Using data obtained from thousands of consumer interviews from previous client UX/UI projects, my team created 5 archetypes. My focus was to create a brand aesthetic that communicated the shift to behavior driven personas.
DELIVERABLES
Branding collateral
Microsite build
Graphics for marketing collateral
TIME FRAME
2 months
TEAM
Design| Michael Carpenter
Check-Ins | Rachel Walsh, Kevin O'connor, Jeff Lindsey, Michele Hughes, Chris Boggs, Emily Keen
DESIGN ITERATIONS
