Mackman

The Mackman Research team have been collaborating with the strategy and communications teams this month to develop a set of in-depth questions which will form the basis of our refreshed web persona questionnaire process. Mackman create smart websites that are built on a knowing and understanding of who the website users are, listening to what they need and what they want to get from the website as a whole. By keeping content, design and technical choices centred on this audience, the site will continue to develop with their interests and needs in mind. We conduct user persona research in the early stages of every website project to determine and understand these audience groups. From this data gathering we start to build a picture of the primary and secondary website users and the research team can in turn create fictional web personas based on main client users of a website. Through doing this, we identify characteristics and functionality that inform the content strategy and design of the site. We are able to create an infrastructure and tone of voice that supports users with different goals and abilities. Rather than thinking that the whole world is your audience and sending out blanket messages, the process of creating web personas helps our clients think strategically about the different needs of their various audience groups and how their website needs to cater for these categories of people.