UX Case - Research new Target Group
De Nieuwe Gevers, Justice & Peace
Role: User research & Persona creation
Timeline: January 2022
Tools: Interview (via Zoom), InDesign
Introduction
"Nieuwe Gevers" is a Dutch platform that welcomes professionals to contribute their skills on a voluntary basis. Within this platform, I discovered an intriguing collaboration with Justice and Peace and Samen Hier, a subsidiary of Justice and Peace. These organizations were gearing up to launch a substantial crowdfunding campaign next year. However, due to recent shifts in their direction, their personas were no longer accurate. This is where my involvement began 🙌!
Justice & Peace
Before delving into persona creation, let me provide a brief context on Justice and Peace and Samen Hier. Justice and Peace is a non-profit organization dedicated to upholding human rights and social justice. Samen Hier, a part of this organization, helped refugee students come to Europe for a year of study as part of a large European project. To secure extra funding for this initiative through crowdfunding, they sought to define their target audience and asked for my expertise in validation and outreach strategies.
Start
Kick Off
To kick off the project and define Samen Hier's objectives more precisely, I had the opportunity to engage in discussions with two members of the marketing communication team. Over the course of two meetings, we worked diligently to refine their specific requirements and to determine how I could best assist them.
Target Audience
The target audience is divided into three (broad) categories: businesses, students (and student associations), and Rotary clubs.
2. Research
Interview guide
I've prepared an interview guide through which I aim to interview three individuals from each of the target groups. The interview guide, available in Dutch, has been made accessible.
I've compiled the interview findings into a document where I've outlined the key results. While this was not initially within the project's scope, I believed it would be valuable for Samen Hier to have all the results documented for their own review and assessment.
Empathy Maps
To structure all the input gathered from the interviews, I used Empathy Maps. This tool helped me with a visual and organized representation of the data collected, helping me better understand the thoughts, feelings, and perspectives of the participants.
3. Design
Personas
For each target audience, I have introduced a persona. These personas were presented to Samen Hier, and I have created a clear poster that they can use during their project to reference and assess relevant questions and steps.
Meet Liesbeth, Saar and Joost:
4. Feedback
Reflect
What have I learned from this project?
Process
I'm glad I took the time at the beginning of the project to clarify the project scope 🔮. I delved into several documents to get a thorough understanding of the question. Given that this was a voluntary project and I needed to be mindful of my hours, this was of great importance.
Personal
After completing my course at the UX Academy, I was eager to gain hands-on experience in the realm of UX Research 🔎. I've acquired the skills to create a robust interview guide, engage with diverse target audiences, and distill these insights into well-structured personas through a multi-step process.