User Persona

Decision-Making Process Behind the User Persona Creation

The user persona was developed through a structured decision-making process to understand why post-launch engagement on the social media platform declined. Several research insights and assumptions guided each element of the persona:

Identifying the Primary User Segment

Since the platform already launched and early engagement dropped, the decision was to focus on active but declining users rather than new users or power users. This group is the most telling because:

• they understand the platform,
• they used it enough to form expectations,
• and their disengagement signals experience-level problems.

This led to selecting a persona whose behavior reflects slipping motivation, not complete abandonment.

Synthesizing Research Inputs

Interviews, light contextual inquiries, and content audit observations informed the persona. The common themes were:

• repetitive or irrelevant feed content,
• decreasing post interactions,
• notification fatigue,
• reduced sense of connection.

These patterns helped shape the Goals, Motivations, and Pain Points.

Defining Demographics Strategically

Demographics were chosen to match the most active and engagement-sensitive audience segment: young adults who actively share, follow trends, and expect quick reward loops. This ensures the persona represents a realistic high-impact user.

Determining Pain Points

Pain points were prioritized based on frequency and user frustration potential. Repetitive feed, low post visibility, irrelevant recommendations, and overwhelming notifications are known triggers for disengagement. These were included because they directly explain the core problem: declining interaction.

Shaping Motivation and Frustration

Motivations were framed around positive triggers that encourage return use, while frustrations addressed emotional blockers. This contrast helps the team identify:

• what to amplify (personalization, discovery, meaningful engagement),
• and what to fix (noise, low visibility, content irrelevance).

Ensuring the Persona Supports Actionable Insights

The persona is intentionally crafted to be:

• Specific enough to guide decisions,
• Broad enough to represent a large segment,
• Focused on engagement-related factors rather than lifestyle fluff.