Enterprise Personas: a Case Study

As part of my work with ABC* company I created nine personas. The main goal was for the personas to help the team always keep their users in mind when designing.

Before going into each persona I’d like to give a bit of background information. Then I will explain the process I used to create them. Finally, I will show you the end result: three personas to represent each of the three different types of companies that ABC has as clients.

Background Information

ABC is a remote team dynamics software startup. Their clients are small to medium sized companies that have teams located in different geographical areas with different time zones.

ABC’s team was working on developing features to: enable better remote team dynamics; create constant communication; bridge the culture gap; and help remote teams with time zone issues.

The personas I created were part of the “Time Zone” project. This project’s main objective was to create features to help remote teams deal with time zone issues.


I looked at the information that ABC had about their potential clients, who had signed up for the beta version. This gave me an idea of the different types of clients they had.

Then I looked at the information that had been gathered through user interviews. The clients responses shed light on: the context in which they would use the software; current pain points and their remote teams dynamics.

I utilized this information and secondary research, related to teams that work remotely, to create the personas.

The Clients

Three of the most common types of companies (ABC’s clients) emerged from the data. I created fictitious names of the companies to represent the types.

WorldTek, Inc. Large international software company

Call2Travel, Inc. Call center in the tourism industry (hotel, travel)

InstantDoc. Health startup (telemedicine)


I created three personas for each company. Each persona is located in a different geographical area, and different time zone, just like the users that were interviewed.

Each persona profile has a picture representing the context in which each team member operates. It also shows the person’s name, their role and the company they work for. The profile shows a quote from that user that reflects what they identified as their main pain point (taken from user interviews). You can also see demographic information, other pain points and psychological aspects.

WorldTek, Inc. Elsa, Yukiko and Steve are part of a team of ten people working in five time zones.

Call2Travel, Inc. Betsy, JunLong and Kumar are part of a team of eight people working in three time zones.

InstantDoc. Hans, Kevin and Shanti are part of a team of five people working in three different time zones.


As a result of the process of creating personas:

  • The ABC team was able to better understand their users, their pain points, and the context in which the software would be used.
  • The ABC team will use these personas to create case studies showcasing their features and their value to their users.
  • The ABC team will have an easier time empathizing with their users.
  • The personas will help the ABC team keep their users, and their needs, in mind at all times.

*Fictitious name to protect the identity of this stealth mode startup.

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