Based on user surveys and interviews, our team has gained a deeper understanding of our target users. This research has allowed us to develop user personas to better understand their needs, experiences, behaviours, and goals.
We designed our primary persona around full-time parents who sometimes struggle with their children’s transportation when life doesn’t align with their plans. This represents our key target user—someone who seeks a trustworthy, community-based solution.
Joseph Lim: Full-Time Software Engineer
Joseph is a full-time software engineer and a father of a 10-year-old. With a demanding schedule, both he and his wife often face challenges in arranging reliable transportation for their son. Joseph values technology that simplifies complicated tasks like matching routes and organizing schedules. He hopes to connect with trusted parents or drivers to help with his son’s school pick-ups.
Joseph prioritizes having a platform that builds a trusted, community-based carpooling group with other parents whose children attend the same activities. Safety features, like GPS live tracking and driver verification, are critical to boosting his confidence in using the app.
Check out the details of Joseph
Sarah Matthews: Part-Time Climate Policy Advisor
Our secondary persona, Sarah, is a parent with a more flexible schedule who loves fostering community connections. She serves as the app’s target driver, someone who enjoys helping others during her free time.
Sarah is a part-time climate policy advisor and a mother of two. She is passionate about sustainability and regularly volunteers to drive her children and their friends to school and extracurricular activities. While she knows many working parents struggle with scheduling conflicts, she often finds it difficult to connect with them to offer help.
Sarah is looking for a platform that enables her to easily coordinate with her community. She seeks a user-friendly app that allows seamless scheduling, effective in-app communication, and credibility through reviews and ratings.
Check out the details of Sarah
By referencing these personas, we’ve been able to design the RELAY app to better address the needs of parents like Joseph and Sarah. This ensures that the platform provides value through trusted carpooling networks, safety, and community-building features, making it an essential tool for families.