Our approach

Our persona methodology comprised four stages. First, we surveyed employees to classify the different types of end user of the Intranet. The survey focused on goals, behaviours, attitudes and demographics. We analysed the survey data using a statistical technique known as K-Means clustering which provided us with an initial segmentation of the users of the Intranet.

We followed this up with detailed face-to-face interviews and observation of 25 end users. The interviews and observations took place at several of the organisation's sites across the UK and covered a wide range of employees and divisions. We subjected the interview data to a repertory grid analysis to identify the main personas defined by their technology experience, their goals and their knowledge of the organisation. Then we summarised the findings in the form of task scenarios and personas.

Finally, we checked the legitimacy of the personas by distributing them to stakeholders within the organisation and revising the personas according to comments.


Developing personas early in the development of the Intranet avoided a vast number of design flaws, reducing the necessary development and re-development efforts and costs considerably. A more usable Intranet meant that employees can achieve their goals without assistance. This will reduce employee calls to internal support lines, saving on support costs and making employees more efficient.

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