Introduction

I redesigned BMC's personas from guesswork-based, fragmented profiles into centralized, research-driven tools with version control and standardized processes, enabling consistent use across 4 teams and 6 countries.

Role: Lead UX Researcher | Timeline: 3 months

Problem Statement

BMC's product teams operated with inconsistent customer understanding. Each team maintained their own personas with different definitions, research foundations, and segmentation logic, leading to misaligned product decisions and low adoption of persona frameworks.

Approach

• Observed and interviewed 17 end users across multiple companies and industries in their work environments
• Collected qualitative data on user goals, pain points, workflows, and success metrics
• Identified patterns and trends in the gathered data
• Populated persona variables with aggregated, research-backed data
• Designed standardized persona template and documentation framework

Solution

Developed standardized persona framework that:

• Unified customer segmentation - Consistent persona definitions across product teams
• Created research-backed profiles - All personas grounded in actual user data from 17 end users
• Established standardized documentation - Templates and structure for consistent persona creation and maintenance
• Enabled governance and version control - Process for updating personas as market and user needs evolved

Impact