Situation: At Lithia Motors, there was a need to develop a set of user personas that would accurately represent our diverse customer base. These personas would serve as foundational tools for creating illustrations that are used throughout the company's digital platforms, enhancing user engagement and brand relatability

Task: My responsibility was to design and illustrate a series of personas that would embody the characteristics, needs, and behaviors of both our internal stakeholders and external customers, including Lithia store managers. The aim was to ensure these personas would effectively inform the design of storytelling illustrations that align with user expectations and enhance the overall user experience.

Action: I spearheaded a cross-functional team to gather and analyze customer data, identifying key user types and their respective journeys. Utilizing this data, I meticulously crafted detailed personas, each with their own narrative that highlighted their goals, pain points, and decision-making processes. Following persona development, I translated these narratives into visually engaging and relatable illustrations, ensuring each one resonated with the intended audience segments. The illustrations were iteratively refined through a process of critique and feedback, employing both internal team insights and user testing data.

RResult: The illustrated personas were instrumental in guiding the visual storytelling approach across Lithia's digital platforms. They provided a tangible reference that improved our design team's ability to create illustrations that were not only aesthetically pleasing but also meaningful and effective in communicating with users. This project led to a measurable increase in user engagement, with customers reporting a more personalized and relatable experience when interacting with Lithia's brand, ultimately contributing to increased trust and satisfaction.

Overview

Study 1

Study 2

Conduct a design review session with key stakeholders to discuss and refine design iterations, address any concerns, and gather feedback. This collaborative process will help validate UX/UI and visual design choices with business stakeholders, ensuring alignment with project objectives.

Study 1

Vote

Study 2

Concerns - skin tone

Build Archetype and deliver the illustrations

Feedback