Truth Initiative® is a leading public health organization dedicated to fighting against big tobacco. To ensure their valuable content reaches and resonates with their target audiences, Truth Initiative needed to update and refine their user personas. Genuine worked with the organization to update the original five personas and create three new personas to better understand their audiences. Through secondary research, stakeholder interviews, surveys, and unmoderated user testing, Genuine consolidated insights and trends to create accurate representations of each persona. These personas will inform the development of user journeys and ultimately help achieve Truth Initiative's goals of improving user engagement and strengthening brand awareness.
Here is a reel of some of the other work my team at Genuine has done for Truth Persona recently:
During the discovery phase, we worked closely with our client, Truth Initiative, to define the project goals and prioritize the persona groups. We also conducted extensive secondary research, which included analytics assessments, industry research, and stakeholder interviews. Through this process, we gained a deep understanding of the target audience and their needs.
The alignment and validation phase focused on gaining end-user alignment and validation of our persona insights. We conducted surveys and unmoderated user testing of the existing website and its content surrounding smoking and vaping prevention and education. Our team tested with five individuals from each persona group to gain a broad perspective. We then consolidated the testing insights to refine the personas and ensure their accuracy.
In this phase, we used all of the gathered insights, needs, and trends to update and refine the existing personas, and add three new ones. We reviewed the personas with the client and went through two rounds of revisions to finalize them, before finally creating stylized sheets with icons and representative headshots. This process allowed us to ensure that the personas were representative of the target audience and provided a clear understanding of their needs and behaviors.
Truth Initiative was pleased with the results and now has begun using these updated personas for their continued discovery and development. The next step that our team would do is to use these personas to develop user journeys for different tasks and products. By prioritizing scenarios and mapping multi-channel touch points and emotions into Journey Maps, we can create a better understanding of how the personas interact with the website and identify areas for improvement. This phase will help us create a roadmap for future website development that is user-centered and meets the needs of our target audience.
