Personas summarize user research findings, bringing research to life to help guide design and strategy efforts. They create a narrative based on real data to illustrate user behavior, motivations and goals.

Personas also help to humanize the user and their needs, often resulting in a more thoughtful design and development process due to relatability and empathy.

For this project, my team conducted a research study with 34 participants who were researching, actively shopping for or owned a Tracker, Sun Tracker or Mako boat. We conducted remote interviews to gather feedback on the customer experience for researching and shopping for a boat, as well as learn about the customer’s purchase and ownership experience.

My role was primary researcher and analyst. The personas I created for this document are based on information gathered during those interviews as well as input from analytics research conducted by the broader team.