Transform raw user data into clear personas and journey maps that directly inform your product strategy. You can quickly plan effective usability tests and turn interview notes into actionable design recommendations whenever you need to validate design decisions or deeply understand customer pain points.
name: “ux-researcher-designer”
description: UX research and design toolkit for Senior UX Designer/Researcher including data-driven persona generation, journey mapping, usability testing frameworks, and research synthesis. Use for user research, persona creation, journey mapping, and design validation.
UX Researcher & Designer
Generate user personas from research data, create journey maps, plan usability tests, and synthesize research findings into actionable design recommendations.
Stage: [Name]├── Actions: What does user do?├── Touchpoints: Where do they interact?├── Emotions: How do they feel? (1-5)├── Pain Points: What frustrates them?└── Opportunities: Where can we improve?
Identify opportunities
Priority Score = Frequency × Severity × Solvability
Reference: See references/journey-mapping-guide.md for templates
Workflow 3: Plan Usability Test
Situation: You need to validate a design with real users.
Steps:
Define research questions
Transform vague goals into testable questions:
Vague
Testable
”Is it easy to use?"
"Can users complete checkout in <3 min?"
"Do users like it?"
"Will users choose Design A or B?"
"Does it make sense?"
"Can users find settings without hints?”
Select method
Method
Participants
Duration
Best For
Moderated remote
5-8
45-60 min
Deep insights
Unmoderated remote
10-20
15-20 min
Quick validation
Guerrilla
3-5
5-10 min
Rapid feedback
Design tasks
Good task format:
SCENARIO: "Imagine you're planning a trip to Paris..."GOAL: "Book a hotel for 3 nights in your budget."SUCCESS: "You see the confirmation page."
Reference: See references/usability-testing-frameworks.md for full guide
Workflow 4: Synthesize Research
Situation: You have raw research data (interviews, surveys, observations) and need actionable insights.
Steps:
Code the data
Tag each data point:
[GOAL] - What they want to achieve
[PAIN] - What frustrates them
[BEHAVIOR] - What they actually do
[CONTEXT] - When/where they use product
[QUOTE] - Direct user words
Cluster similar patterns
User A: Uses daily, advanced features, shortcutsUser B: Uses daily, complex workflows, automationUser C: Uses weekly, basic needs, occasionalCluster 1: A, B (Power Users)Cluster 2: C (Casual User)
Calculate segment sizes
Cluster
Users
%
Viability
Power Users
18
36%
Primary persona
Business Users
15
30%
Primary persona
Casual Users
12
24%
Secondary persona
Extract key findings
For each theme:
Finding statement
Supporting evidence (quotes, data)
Frequency (X/Y participants)
Business impact
Recommendation
Prioritize opportunities
Factor
Score 1-5
Frequency
How often does this occur?
Severity
How much does it hurt?
Breadth
How many users affected?
Solvability
Can we fix this?
Reference: See references/persona-methodology.md for analysis framework
Tool Reference
persona_generator.py
Generates data-driven personas from user research data.
Argument
Values
Default
Description
format
(none), json
(none)
Output format
Sample Output:
============================================================PERSONA: Alex the Power User============================================================📝 A daily user who primarily uses the product for work purposesArchetype: Power UserQuote: "I need tools that can keep up with my workflow"👤 Demographics: • Age Range: 25-34 • Location Type: Urban • Tech Proficiency: Advanced🎯 Goals & Needs: • Complete tasks efficiently • Automate workflows • Access advanced features😤 Frustrations: • Slow loading times (14/20 users) • No keyboard shortcuts • Limited API access💡 Design Implications: → Optimize for speed and efficiency → Provide keyboard shortcuts and power features → Expose API and automation capabilities📈 Data: Based on 45 users Confidence: High
Archetypes Generated:
Archetype
Signals
Design Focus
power_user
Daily use, 10+ features
Efficiency, customization
casual_user
Weekly use, 3-5 features
Simplicity, guidance
business_user
Work context, team use
Collaboration, reporting
mobile_first
Mobile primary
Touch, offline, speed
Output Components:
Component
Description
demographics
Age range, location, occupation, tech level
psychographics
Motivations, values, attitudes, lifestyle
behaviors
Usage patterns, feature preferences
needs_and_goals
Primary, secondary, functional, emotional
frustrations
Pain points with evidence
scenarios
Contextual usage stories
design_implications
Actionable recommendations
data_points
Sample size, confidence level
Quick Reference Tables
Research Method Selection
Question Type
Best Method
Sample Size
”What do users do?”
Analytics, observation
100+ events
”Why do they do it?”
Interviews
8-15 users
”How well can they do it?”
Usability test
5-8 users
”What do they prefer?”
Survey, A/B test
50+ users
”What do they feel?”
Diary study, interviews
10-15 users
Persona Confidence Levels
Sample Size
Confidence
Use Case
5-10 users
Low
Exploratory
11-30 users
Medium
Directional
31+ users
High
Production
Usability Issue Severity
Severity
Definition
Action
4 - Critical
Prevents task completion
Fix immediately
3 - Major
Significant difficulty
Fix before release
2 - Minor
Causes hesitation
Fix when possible
1 - Cosmetic
Noticed but not problematic
Low priority
Interview Question Types
Type
Example
Use For
Context
”Walk me through your typical day”
Understanding environment
Behavior
”Show me how you do X”
Observing actual actions
Goals
”What are you trying to achieve?”
Uncovering motivations
Pain
”What’s the hardest part?”
Identifying frustrations
Reflection
”What would you change?”
Generating ideas
Knowledge Base
Detailed reference guides in references/:
File
Content
persona-methodology.md
Validity criteria, data collection, analysis framework
============================================================PERSONA: Alex the Power User============================================================📝 A daily user who primarily uses the product for work purposesArchetype: Power UserQuote: "I need tools that can keep up with my workflow"👤 Demographics: • Age Range: 25-34 • Location Type: Urban • Occupation Category: Software Engineer • Education Level: Bachelor's degree • Tech Proficiency: Advanced🧠 Psychographics: Motivations: Efficiency, Control, Mastery Values: Time-saving, Flexibility, Reliability Lifestyle: Fast-paced, optimization-focused🎯 Goals & Needs: • Complete tasks efficiently without repetitive work • Automate recurring workflows • Access advanced features and shortcuts😤 Frustrations: • Slow loading times (mentioned by 14/20 users) • No keyboard shortcuts for common actions • Limited API access for automation📊 Behaviors: • Frequently uses: Dashboard, Reports, Export, API • Usage pattern: 5+ sessions per day • Interaction style: Exploratory - uses many features💡 Design Implications: → Optimize for speed and efficiency → Provide keyboard shortcuts and power features → Expose API and automation capabilities → Allow UI customization📈 Data: Based on 45 users Confidence: High Method: Quantitative analysis + 12 qualitative interviews
Data Behind This Persona
Quantitative Data (n=45):
78% use product daily
Average session: 23 minutes
Average features used: 12
84% access via desktop
Support tickets: 0.2 per month (low)
Qualitative Insights (12 interviews):
Theme
Frequency
Sample Quote
Speed matters
10/12
"Every second counts when I'm in flow"
Shortcuts wanted
8/12
"Why can't I Cmd+K to search?"
Automation need
9/12
"I wrote a script to work around..."
Customization
7/12
"Let me hide features I don't use"
Example 2: Business User Persona
Script Output
============================================================PERSONA: Taylor the Business Professional============================================================📝 A weekly user who primarily uses the product for team collaborationArchetype: Business UserQuote: "I need to show clear value to my stakeholders"👤 Demographics: • Age Range: 35-44 • Location Type: Urban/Suburban • Occupation Category: Product Manager • Education Level: MBA • Tech Proficiency: Intermediate🧠 Psychographics: Motivations: Team success, Visibility, Recognition Values: Collaboration, Measurable outcomes, Professional growth Lifestyle: Meeting-heavy, cross-functional work🎯 Goals & Needs: • Improve team efficiency and coordination • Generate reports for stakeholders • Integrate with existing work tools (Slack, Jira)😤 Frustrations: • No way to share views with team (11/18 users) • Can't generate executive summaries • No SSO - team has to manage passwords📊 Behaviors: • Frequently uses: Sharing, Reports, Team Dashboard • Usage pattern: 3-4 sessions per week • Interaction style: Goal-oriented, feature-specific💡 Design Implications: → Add collaboration and sharing features → Build executive reporting and dashboards → Integrate with enterprise tools (SSO, Slack) → Provide permission and access controls📈 Data: Based on 38 users Confidence: High Method: Survey (n=200) + 18 interviews
Data Behind This Persona
Survey Data (n=200):
19% of total user base fits this profile
Average company size: 50-500 employees
72% need to share outputs with non-users
Top request: Team collaboration features
Interview Insights (18 interviews):
Need
Frequency
Business Impact
Reporting
16/18
"I spend 2hrs/week making slides"
Team access
14/18
"Can't show my team what I see"
Integration
12/18
"Copy-paste into Confluence..."
SSO
11/18
"IT won't approve without SSO"
Scenario: Quarterly Review Prep
Context: End of quarter, needs to present metrics to leadershipGoal: Create compelling data story in 30 minutesCurrent Journey: 1. Export raw data (works) 2. Open Excel, make charts (manual) 3. Copy to PowerPoint (manual) 4. Share with team for feedback (via email)Pain Points: • No built-in presentation view • Charts don't match brand guidelines • Can't collaborate on narrativeOpportunity: • One-click executive summary • Brand-compliant templates • In-app commenting on reports
Example 3: Casual User Persona
Script Output
============================================================PERSONA: Casey the Casual User============================================================📝 A monthly user who uses the product for occasional personal tasksArchetype: Casual UserQuote: "I just want it to work without having to think about it"👤 Demographics: • Age Range: 25-44 • Location Type: Mixed • Occupation Category: Various • Education Level: Bachelor's degree • Tech Proficiency: Beginner-Intermediate🧠 Psychographics: Motivations: Task completion, Simplicity Values: Ease of use, Quick results Lifestyle: Busy, product is means to end🎯 Goals & Needs: • Complete specific task quickly • Minimal learning curve • Don't have to remember how it works between uses😤 Frustrations: • Too many options, don't know where to start (18/25) • Forgot how to do X since last time (15/25) • Feels like it's designed for experts (12/25)📊 Behaviors: • Frequently uses: 2-3 core features only • Usage pattern: 1-2 sessions per month • Interaction style: Focused - uses minimal features💡 Design Implications: → Simplify onboarding and main navigation → Provide contextual help and reminders → Don't require memorization between sessions → Progressive disclosure - hide advanced features📈 Data: Based on 52 users Confidence: High Method: Analytics analysis + 25 intercept interviews
Stage 1: Return After Absence Action: Opens app, doesn't recognize interface Emotion: 😕 Confused Thought: "This looks different, where do I start?"Stage 2: Feature Hunt Action: Clicks around looking for needed feature Emotion: 😕 Frustrated Thought: "I know I did this before..."Stage 3: Discovery Action: Finds feature (or gives up) Emotion: 😐 Relief or 😠 Abandonment Thought: "Finally!" or "I'll try something else"Stage 4: Task Completion Action: Uses feature, accomplishes goal Emotion: 🙂 Satisfied Thought: "That worked, hope I remember next time"
JSON Output Format
persona_generator.py JSON Output
{ "name": "Alex the Power User", "archetype": "power_user", "tagline": "A daily user who primarily uses the product for work purposes", "demographics": { "age_range": "25-34", "location_type": "urban", "occupation_category": "Software Engineer", "education_level": "Bachelor's degree", "tech_proficiency": "Advanced" }, "psychographics": { "motivations": ["Efficiency", "Control", "Mastery"], "values": ["Time-saving", "Flexibility", "Reliability"], "attitudes": ["Early adopter", "Optimization-focused"], "lifestyle": "Fast-paced, tech-forward" }, "behaviors": { "usage_patterns": ["daily: 45 users", "weekly: 8 users"], "feature_preferences": ["dashboard", "reports", "export", "api"], "interaction_style": "Exploratory - uses many features", "learning_preference": "Self-directed, documentation" }, "needs_and_goals": { "primary_goals": [ "Complete tasks efficiently", "Automate workflows" ], "secondary_goals": [ "Customize workspace", "Integrate with other tools" ], "functional_needs": [ "Speed and performance", "Keyboard shortcuts", "API access" ], "emotional_needs": [ "Feel in control", "Feel productive", "Feel like an expert" ] }, "frustrations": [ "Slow loading times", "No keyboard shortcuts", "Limited API access", "Can't customize dashboard", "No batch operations" ], "scenarios": [ { "title": "Bulk Processing", "context": "Monday morning, needs to process week's data", "goal": "Complete batch operations quickly", "steps": ["Import data", "Apply bulk actions", "Export results"], "pain_points": ["No keyboard shortcuts", "Slow processing"] } ], "quote": "I need tools that can keep up with my workflow", "data_points": { "sample_size": 45, "confidence_level": "High", "last_updated": "2024-01-15", "validation_method": "Quantitative analysis + Qualitative interviews" }, "design_implications": [ "Optimize for speed and efficiency", "Provide keyboard shortcuts and power features", "Expose API and automation capabilities", "Allow UI customization", "Support bulk operations" ]}
Using JSON Output
# Generate JSON for integrationpython scripts/persona_generator.py json > persona_power_user.json# Use with other toolscat persona_power_user.json | jq '.design_implications'
Quality Checklist
What Makes a Good Persona
Criterion
Bad Example
Good Example
Specificity
"Wants to be productive"
"Needs to process 50+ items daily"
Evidence
"Users want simplicity"
"18/25 users said 'too many options'"
Actionable
"Likes easy things"
"Hide advanced features by default"
Memorable
Generic descriptions
Distinctive quote and archetype
Validated
Team assumptions
User interviews + analytics
Persona Quality Rubric
Element
Points
Criteria
Data-backed demographics
/5
From real user data
Specific goals
/5
Actionable, measurable
Evidenced frustrations
/5
With frequency counts
Design implications
/5
Directly usable by designers
Authentic quote
/5
From actual user
Confidence stated
/5
Sample size and method
Score:
25-30: Production-ready persona
18-24: Needs refinement
Below 18: Requires more research
Red Flags in Persona Output
Red Flag
What It Means
No sample size
Ungrounded assumptions
Generic frustrations
Didn't do user research
All positive
Missing real pain points
No quotes
No qualitative research
Contradicting behaviors
Forced archetype
"Everyone" language
Too broad to be useful
See also: persona-methodology.md for creation process
Journey Mapping Guide
Step-by-step reference for creating user journey maps that drive design decisions.
A journey map visualizes the end-to-end experience a user has while trying to accomplish a goal with your product or service.
┌─────────────────────────────────────────────────────────────┐│ JOURNEY MAP STRUCTURE │├─────────────────────────────────────────────────────────────┤│ ││ STAGES: Awareness → Consideration → Acquisition → ││ Onboarding → Regular Use → Advocacy ││ ││ LAYERS: ┌─────────────────────────────────────────┐ ││ │ Actions: What user does │ ││ ├─────────────────────────────────────────┤ ││ │ Touchpoints: Where interaction happens │ ││ ├─────────────────────────────────────────┤ ││ │ Emotions: How user feels │ ││ ├─────────────────────────────────────────┤ ││ │ Pain Points: What frustrates │ ││ ├─────────────────────────────────────────┤ ││ │ Opportunities: Where to improve │ ││ └─────────────────────────────────────────┘ ││ │└─────────────────────────────────────────────────────────────┘
Journey Map Types
Type
Focus
Best For
Current State
How things are today
Identifying pain points
Future State
Ideal experience
Design vision
Day-in-the-Life
Beyond your product
Context understanding
Service Blueprint
Backend processes
Operations alignment
When to Create Journey Maps
Scenario
Map Type
Outcome
New product
Future state
Design direction
Redesign
Current + Future
Gap analysis
Churn investigation
Current state
Pain point diagnosis
Cross-team alignment
Service blueprint
Process optimization
Mapping Process
Step 1: Define Scope
Questions to Answer:
Which persona is this journey for?
What goal are they trying to achieve?
Where does the journey start and end?
What timeframe does it cover?
Scope Template:
Persona: [Name from persona library]Goal: [Specific outcome they want]Start: [Trigger that begins journey]End: [Success criteria or exit point]Timeframe: [Hours/Days/Weeks]
Example:
Persona: Alex the Power UserGoal: Set up automated weekly reportsStart: Realizes manual reporting is unsustainableEnd: First automated report runs successfullyTimeframe: 1-2 days
Step 2: Gather Data
Data Sources for Journey Mapping:
Source
Insights Gained
User interviews
Actions, emotions, quotes
Session recordings
Actual behavior patterns
Support tickets
Common pain points
Analytics
Drop-off points, time spent
Surveys
Satisfaction at stages
Interview Questions for Journey Mapping:
"Walk me through how you first discovered [product]"
"What made you decide to try it?"
"Describe your first day using it"
"What was the hardest part?"
"When did you feel confident using it?"
"What would you change about that experience?"
Step 3: Map the Stages
Identify Natural Breakpoints:
Look for moments where:
User's mindset changes
Channels shift (web → app → email)
Time passes (hours, days)
Goals evolve
Stage Validation:
Each stage should have:
Clear entry criteria
Distinct user actions
Measurable outcomes
Exit to next stage
Step 4: Fill in Layers
For each stage, document:
Actions: What does the user do?
Touchpoints: Where do they interact?
Thoughts: What are they thinking?
Emotions: How do they feel?
Pain Points: What's frustrating?
Opportunities: Where can we improve?
Step 5: Validate and Iterate
Validation Methods:
Method
Effort
Confidence
Team review
Low
Medium
User walkthrough
Medium
High
Data correlation
Medium
High
A/B test interventions
High
Very High
Journey Stages
Common B2B SaaS Stages
┌────────────┬────────────┬────────────┬────────────┬────────────┐│ AWARENESS │ EVALUATION │ ONBOARDING │ ADOPTION │ ADVOCACY │├────────────┼────────────┼────────────┼────────────┼────────────┤│ Discovers │ Compares │ Signs up │ Regular │ Recommends ││ problem │ solutions │ Sets up │ usage │ to others ││ exists │ │ First win │ Integrates │ │└────────────┴────────────┴────────────┴────────────┴────────────┘
SCENARIO + GOAL + SUCCESS CRITERIAScenario: Context that makes task realisticGoal: What user needs to accomplishSuccess: How we know they succeededExample:"Imagine you're planning a trip to Paris next month. [SCENARIO]Book a hotel for 3 nights in your budget. [GOAL]You've succeeded when you see the confirmation page. [SUCCESS]"
Task Types
Type
Purpose
Example
Exploration
First impressions
"Look around and tell me what you think this does"
Specific
Core functionality
"Add item to cart and checkout"
Comparison
Design validation
"Which of these two menus would you use to..."
Stress
Edge cases
"What would you do if your payment failed?"
Task Difficulty Progression
Start easy, increase difficulty:
Task 1: Warm-up (easy, builds confidence)Task 2: Core flow (main functionality)Task 3: Secondary flow (important but less common)Task 4: Edge case (stress test)Task 5: Free exploration (open-ended)
Moderation Techniques
The Think-Aloud Protocol
Instruction Script:
"As you work through the tasks, please think out loud. Tell me what you're looking at, what you're thinking, and what you're trying to do. There are no wrong answers - we're testing the design, not you."
Prompts When Silent:
"What are you thinking right now?"
"What do you expect to happen?"
"What are you looking for?"
"Tell me more about that"
Handling Common Situations
Situation
What to Say
User asks for help
"What would you do if I weren't here?"
User is stuck
"What are your options?" (wait 30 sec before hint)
User apologizes
"You're doing great. We're testing the design."
User goes off-task
"That's interesting. Let's come back to [task]."
User criticizes
"Tell me more about that." (neutral, don't defend)
Non-Leading Question Techniques
Leading (Don't)
Neutral (Do)
"Did you find that confusing?"
"How was that experience?"
"The search is over here"
"What do you think you should do?"
"Don't you think X is easier?"
"Which do you prefer and why?"
"Did you notice the tooltip?"
"What happened there?"
Post-Task Questions
After each task:
"How difficult was that?" (1-5 scale)
"What, if anything, was confusing?"
"What would you improve?"
After all tasks:
"What stood out to you?"
"What was the best/worst part?"
"Would you use this? Why/why not?"
Analysis Framework
Severity Rating Scale
Severity
Definition
Criteria
4 - Critical
Prevents task completion
User cannot proceed
3 - Major
Significant difficulty
User struggles, considers giving up
2 - Minor
Causes hesitation
User recovers independently
1 - Cosmetic
Noticed but not problematic
User comments but unaffected
Issue Documentation Template
ISSUE ID: ___SEVERITY: [1-4]FREQUENCY: [X/Y participants]TASK: [Which task]TIMESTAMP: [When in session]OBSERVATION:[What happened - factual description]USER QUOTE:"[Direct quote if available]"HYPOTHESIS:[Why this might be happening]RECOMMENDATION:[Proposed solution]AFFECTED PERSONA:[Which user types]
Pattern Recognition
Quantitative Signals:
Task completion rate < 80%
Time on task > 2x expected
Error rate > 20%
Satisfaction < 3/5
Qualitative Signals:
Same confusion point across 3+ users
Repeated verbal frustration
Workaround attempts
Feature requests during task
Analysis Matrix
┌─────────────────┬───────────┬───────────┬───────────┐│ Issue │ Frequency │ Severity │ Priority │├─────────────────┼───────────┼───────────┼───────────┤│ Can't find X │ 4/5 │ Critical │ HIGH ││ Confusing label │ 3/5 │ Major │ HIGH ││ Slow loading │ 2/5 │ Minor │ MEDIUM ││ Typo in text │ 1/5 │ Cosmetic │ LOW │└─────────────────┴───────────┴───────────┴───────────┘Priority = Frequency × Severity
Reporting Template
Executive Summary
USABILITY TEST REPORT[Project Name] | [Date]OVERVIEW• Participants: [N] users matching [persona]• Method: [Type of test]• Tasks: [N] tasks covering [scope]KEY FINDINGS1. [Most critical issue + impact]2. [Second issue]3. [Third issue]SUCCESS METRICS• Completion rate: [X]% (target: Y%)• Avg. time on task: [X] min (target: Y min)• Satisfaction: [X]/5 (target: Y/5)TOP RECOMMENDATIONS1. [Highest priority fix]2. [Second priority]3. [Third priority]
Detailed Findings Section
FINDING 1: [Title]Severity: [Critical/Major/Minor/Cosmetic]Frequency: [X/Y participants]Affected Tasks: [List]What Happened:[Description of the problem]Evidence:• P1: "[Quote]"• P3: "[Quote]"• [Video timestamp if available]Impact:[How this affects users and business]Recommendation:[Proposed solution with rationale]Design Mockup:[Optional: before/after if applicable]