Creating the LottieFiles primary persona: A UX Case Study

LottieFiles is a platform for motion designers to upload, share and discover animations. The platform provides various tools and plugins to create and edit animations, as well as a mobile app to access animations on the go. This case study focuses on the creation of the primary persona for LottieFiles. The persona represents the typical user of LottieFiles products, and helps to identify their goals, challenges and pain points in using the platform. Through user interviews, research and analysis of data, this case study outlines the process of creating the LottieFiles primary persona and the impact it had on the product design team.

Role and Timeline

I took on the role of the only UX researcher in a team of 14 product designers. During the three-week timeline, I was responsible for conducting user research, gathering data, and analyzing user behavior and feedback to inform the design and development process. I worked closely with the design team to evangelize every step of building the persona with the product development team.

Problem Statement

Our team developed pseudo personas, designing user experiences based on pseudo personas, without conducting user research, is a common problem that can negatively impact the user experience. Pseudo personas are often based on assumptions and are not grounded in real user behavior and needs. Our goal was to develop primary persona through user research and direct engagement with users providing a more accurate understanding of their behaviors, goals, and pain points.

Crafting the Research Plan

To ensure that the research was thorough and comprehensive, I began by crafting a detailed research plan. This plan served as a roadmap for the entire research process and helped me stay focused on my objectives. I covered the following key elements in my research plan:

Objectives

1. Who are LottieFiles’ primary users, and what are their goals, needs, and challenges with LottieFiles products?
2. What are their jobs to be done on the LottieFiles products: website, mobile app, and plugins?
3. How are our users currently using the LottieFiles products within their workflow – what is the user journey?

Remote – Moderated User Interviews

In order to gather deep insights into the needs and behaviors of our primary persona, I chose to conduct remote-moderated user interviews. I crafted a discussion guide and recruited a total of 9 participants via email. 

Participant Recruitment

With the goal of gaining a deeper understanding of LottieFiles’ users, I aimed to conduct remote, moderated user interviews with 7 to 10 participants. The selection criteria for participants included their occupation and the number of public animations they had uploaded on LottieFiles. The decision to interview 7 to 10 users was based on the need to quickly gather insights and identify emerging themes. If necessary, I planned to recruit and speak with additional users to ensure a comprehensive understanding of the target audience. The purpose of this approach was to ensure that the research study was focused, and efficient, and provided valuable insights in a timely manner.

I gathered primary data on our core users by using Google Analytics and Amplitude. This allowed me to obtain information such as their name, email, and demographic details which I used to build the persona. As our company operates entirely remotely and relies on G suite products, I chose to conduct the user interviews using Google Meet. This made it convenient for participants to join the sessions and easily share their screens. 

To schedule the user interviews, I utilized Calendly, as it provided an easy way to plan and adjust the upcoming sessions. To keep my team informed and involved, I created a centralized page on Notion to document my research plan, upcoming sessions, and overall workflow.

Data Analysis

Before conducting the interviews, I ran a pilot study to ensure a smooth and seamless experience for the participants. During the interviews, I asked a series of open-ended questions, designed to uncover the participants’ pain points, motivations, and goals when using a product like LottieFiles. At each session I had at least one member from our product development team join in to help take detailed notes, we also recorded the sessions for later analysis. 

Synthesizing the Results

With the data from the user interviews in hand, I brought my team of 14 product designers together for a remote workshop. We used affinity mapping to synthesize the data into meaningful insights and identify patterns and trends. 

Finally, I took all the insights from the workshop and crafted three deliverables: a persona report, primary persona and a user journey map. The persona was based on the patterns and insights we uncovered from our user interviews and served as a guide for the design team moving forward. The user journey map helped us visualize the user’s experience, highlighting their pain points and opportunities for improvement.

Deliverables

Persona report

I produced a detailed report that encompassed 12 insightful findings and accompanying design suggestions. The report was structured to highlight the key insights gathered from the user interviews, and were organized according to the different product teams. This report not only showcases my own recommendations but also includes recommendations from the entire product design team of 14 members. This is because I made sure to involve all of the designers during the user interviews and synthesis process, allowing them to have a firsthand understanding of the findings and come up with their own design recommendations that are data-driven.

Persona

User Journey Map

Impact

The persona had a significant impact on the product designers who worked closely with me on it. These designers were able to gain a deeper understanding of the user’s needs, motivations, and behaviors, which allowed them to make informed design decisions that better served the end user. The persona also helped to align the design team and ensured that everyone was working towards the same goals. 

Conclusion

In conclusion, this case study outlines the process of creating the primary persona for LottieFiles, a platform for motion designers to upload, share, and discover animations. Through a three-week timeline, I conducted user interviews, gathered data, and analyzed user behavior to inform the design and development process. The results of the research showed 12 insightful findings and design suggestions, which were synthesized into a detailed persona report, a primary persona, and a user journey map. The persona represents the typical user of LottieFiles and serves as a guide for the design team in ensuring that the platform meets the needs and expectations of its users. The user journey map highlights the user’s experience and provides opportunities for improvement. The persona was a result of close collaboration between myself the UX researcher and the product design team, and its creation had a significant impact on the product design process.

My Learnings

As a workshop facilitator, I have identified several areas for improvement. Firstly, I would provide a comprehensive explanation of the context and objectives of the workshop at the beginning of each session. This would help to ensure that all participants are on the same page and understand the purpose of the workshop. 

Secondly, I would enforce stricter time management to ensure that we stay on track and cover all the necessary topics within the allotted time. Additionally, I would draft a comprehensive workshop plan and pre-workshop materials in advance, to ensure that each session runs smoothly. I would break down the sticky notes into relevant categories for easier digestion, making it easier for participants to understand. This would help us to draw meaningful insights and summarize the outcomes of the workshop. 

I would also provide more clarity on the purpose and objectives of each agenda item and activity. This would help participants understand the relevance of each task and work more effectively. To promote team collaboration, I would encourage team breakout rooms and provide more opportunities for team members to work together. I would assign tasks to participants in breakout rooms for more effective grouping and to maximize the impact of each workshop. I would also use tools like FigJam to keep workshop artifacts organized and easily accessible.