User Personas
To ensure the product experience aligned with real customer needs, I created detailed user personas that captured the motivations, behaviors, and expectations of our target audience.
Process:
Discovery & Research: Conducted qualitative interviews and secondary research to better understand BeeBe’s core users—primarily local business owners who felt emotionally connected to the Rose Family Bakery brand.
Persona Development: Synthesized findings into actionable personas. One key persona was Becky Jones, a busy entrepreneur in Scottsdale, AZ, who regularly hosts client events.
Needs Identified:
Frictionless ordering for time-sensitive event planning
Transparency around ingredients to accommodate client allergies
Aesthetic consistency and brand trust for professional setting
This persona directly informed several product decisions—like prioritizing a clean, mobile-first checkout flow and highlighting ingredient lists within the UI. By grounding the design in real human needs, we ensured BeeBe’s product aligned with both emotional resonance and functional utility.
User Personas
To ensure the product experience aligned with real customer needs, I created detailed user personas that captured the motivations, behaviors, and expectations of our target audience.
Process:
Discovery & Research: Conducted qualitative interviews and secondary research to better understand BeeBe’s core users—primarily local business owners who felt emotionally connected to the Rose Family Bakery brand.
Persona Development: Synthesized findings into actionable personas. One key persona was Becky Jones, a busy entrepreneur in Scottsdale, AZ, who regularly hosts client events.
Needs Identified:
Frictionless ordering for time-sensitive event planning
Transparency around ingredients to accommodate client allergies
Aesthetic consistency and brand trust for professional setting
This persona directly informed several product decisions—like prioritizing a clean, mobile-first checkout flow and highlighting ingredient lists within the UI. By grounding the design in real human needs, we ensured BeeBe’s product aligned with both emotional resonance and functional utility.
Empathy Mapping
To uncover deeper emotional and behavioral insights from individual users, I utilized empathy mapping as a key tool in the early research phase.
Process:
Data Collection: Conducted one-on-one interviews and gathered qualitative feedback from small focus groups to capture real user attitudes and behaviors.
Empathy Map Creation: Translated raw data into structured empathy maps, organized by what users Think, Feel, Say, and Do.
Key Insight: Unlike personas, which represent clusters of behavior across user segments, empathy maps helped me zoom in on the real-time mindset of individual users—providing immediate and emotional feedback on BeeBe’s ordering experience.
Example Outcome:
One user shared that while they loved the story behind BeeBe’s bakery, they felt “overwhelmed” when navigating the ordering system. Mapping this emotional contradiction helped identify areas of friction and informed a redesign focused on emotional clarity and ease.
Impact:
The empathy map was instrumental in surfacing unseen pain points, enabling more human-centered design decisions. These insights fed directly into user flows, copy tone, and ingredient visibility—especially for users with allergy-related concerns.
Rose Family Bakery Website Design