Who are MailChimp customers and how do they use the product? That's the question the MailChimp UX team tried to answer when they talked to dozens of users, acquiring tons of data and identifying motivations, traits, and needs. We used this information to create a series of archetypes that serve as a design guide. These personas help us keep in mind who we’re designing for, and what’s important to them.
We wanted the personas to be bold, simple, and effective. Dramatically lit portraits set against vibrant colors. Stunning, yes, but also realistic. Pulling inspiration from my own persona portraits, as well as the work of Paula Scher, we created something unique and eye-catching.
After that, we hung the posters in one of the most-trafficked rooms of MailChimp HQ. Now they are proudly displayed and talked about daily.
Typography by Justin Pervorse.