Offr Personas & Journeys
Year: 2017-2019
Company: Ricardo Lamego Design
Industry: Real Estate
Role: UX Researcher
Challenge
Real estate platform lacked foundational user understanding needed to guide product decisions and prioritization. Stakeholders held conflicting assumptions about user needs and behaviors leading to misalignment and feature debates. Organization needed research foundation establishing shared understanding of users, their goals, and their journeys.
Approach
Research Foundation
- Conducted comprehensive qualitative research with real estate buyers, sellers, and agents
- Mapped user journeys identifying pain points, opportunities, and decision-making patterns
- Created detailed personas representing key user segments and their specific needs
Documentation & Communication
- Delivered research artifacts designed for ongoing reference not just presentation
- Created persona and journey documentation balancing detail with accessibility
- Structured research outputs supporting multiple product decision contexts
Organizational Adoption
- Facilitated workshops using research to align stakeholders around user needs
- Established personas and journeys as reference documents guiding product discussions
- Created frameworks for testing product decisions against documented user needs
Outcome
Company-wide adoption: Personas and journey maps became widely adopted reference documents across product and business teams.
Stakeholder alignment: Research foundation resolved conflicting assumptions enabling more efficient product decision-making.
Strategic impact: Documented user understanding guided product prioritization and feature development reducing speculation-based decisions.
Methods & Deliverables
Methods: Qualitative research, Interviews, Journey mapping, User research
Deliverables: Personas, Empathy maps, Journey maps, Research reports, Frameworks
Tags: Research, UX Design, Real Estate, Company-wide adoption, Consulting, Ireland