Thanks to the demographic question (What is your job title?), Smallpdf learned that students, teachers, designers, administrators, lawyers, medical professionals, and real estate agents made their list of most common users.
Through the goal questions (What are you using Smallpdf for right now? What kind of documents do you process with Smallpdf?), they saw how each group used the tool for largely different purposes, which they needed to address.
And with the barrier question (What’s a task you wanted to complete with Smallpdf, but couldn’t?), they now also had a clear picture of what they needed to fix and what features they could add to pre-empt user errors.
This was a great launchpad for a more in-depth investigation into the needs of these particular user types; the team then used this information to launch a round of in-field research, and eventually one of their user personas broke down like this:
- Who are they? Administrative Assistants
- What is their main goal? Creating Word documents from a scanned, hard-copy document or a PDF where the source file was lost
- What is their main barrier to achieving it? Converting a scanned PDF doc to a word file
What else did they learn about administrators?