I led a user research initiative, which targeted our demographics. There were 60 respondents split across 3 segments.

The first stage was to hold a UX only workshops to establish our direction and format. This was followed by company wide workshops to find out what insight was required and their expectations. The workshops were geared around our goal to establish the thoughts and actions of users from their initial thought of ‘I want to go on holiday’ through their inspiration phase to research up to booking.

The questions were collated (re-written) and organised into a running order.

Scripts were produced and respondents were brought in

The answers were fully transcribed and mind maps were created. (A wall of information) below is one of the 3 mindmap documents which surrounded the wall.

To make sense of the information we looked for patterns for specific events and triggers e.g. decision points, resources, pain points etc.

Finally personas were produces and recommendations were given to the company to feed into the roadmap for the forthcoming year.

(Amanda Valentine is a high level persona)