OLX Personas

After we had the Interaction Design course with Cooper Training at OLX, the company perceived the importance of having well-defined Personas. The UX Researcher and I teamed up to conduct the Persona discovery process.

With help from CLM and product owners, we defined the user base we would recruit. It was made of buyers, private sellers and professional sellers spread out in the product categories: goods, real estate and cars.

We had a whole week of interviews, talking to a total of 27 people. It was my first experience with users face to face, so I was more focused on note-taking and learning interviewing skills live with this expert coworker. I eventually conducted a couple of interviews and then she gave me tips on how to improve. 🙂

We made a list of insights and started mapping the experiences using a behavioral spectrum chart.

After that, we went to a room and started looking at what behaviors were more frequent and segmenting the users into the final Personas.

OLX Brazil, 2015

Persona taskforce:

Ana Lúcia Martinelli
Erica Zambrano

Example of spectrums. There were a total of 8 pages similar to this one.

Working in a war room to transform the insights into the Personas.

We mapped the demographics, motivations, end goals, experience goals, behaviors and expectations, and created backstories that mixed up many that we've heard throughout the interviews, creating the Personas.

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Fun fact #1: the company's tech and product area actually was reorganized based on the Personas we created: we moved from product area teams to multidisciplinary teams that would each take care of one Persona.

Fun fact #2: after half a year, the company switched from Persona teams to Themed teams, but the Personas are still very much referenced.