04 // Research Artifacts
Personas
Bradley Jameson and Scooter McDonald are user composites of common goals, needs, and interests found in our research. Since the project prompt covered both sides of the investing transaction—the investor and the entrepreneur—this necessitated two unique personas, each with his own goals, current behavior, and pain points.
It was important for the team to have these fully-formed two end users as we moved forward to the development process. The team’s empathy for them and consideration of their goals and motivations would help define the functionality of our eventual end product.
Journey Map (Current State)
An important artifact of our domain research was this user journey map, detailing our budding investor Bradley’s current goals and frustrations. This journey map also became a compelling story for our team, eventually driving our focus to the investor side of the transaction.
Where and how can Bradley invest his money online in a start up he believes in?
Becoming an accredited investor was a nearly-insurmountable barrier to entry. Discovering equity crowdfunding only accessible in the UK, Bradley was limited in the US to rewards-based investing via Kickstarter. He could only be materially rewarded for his financial support; there were no opportunities to grow his money.
