Researching Personas

With over 11,000 individual sites, generating around a billion monthly visits, it was imperative to get an understanding of how a broad cross-section of shoppers respond in a variety of situations.

We interviewed hundreds of users, resulting in 6 persona categories summarizing what users are thinking, what they like and dislike, and what actions they'll take at important junctures. The resulting persona summaries helped teams focus their development efforts on real scenarios, while providing us quick communication stand-ins for discussing complex ideas across engineering, products, and marketing departments.

For teams who wanted more information, we provided deeper documentation on how each persona reacted to specific pages, including direct quotes and helpful verbatims.