Understanding your users

Analyzing data

In the vast digital landscape, the amount of data available can quickly become overwhelming. How can you understand it and make sense of it? How can you use this information effectively to nourish the user experience Bassan’s data analysis methods provide enlightening answers that can build a strong foundation for creating new products and services.


Competitive analyses

When are they used?

Mainly at the beginning of the design phase, during the needs exploration.


Identify the key success factors of the area in question in the form of a strategic analysis.

A market check is necessary before launching or modifying your product or service. Is the market saturated? Who are the important players and how are they positioning themselves? How will your offer stand out?

How do we go about it?

To kick off the process, we suggest making a comparison between your competitors’ offerings and the expectations of your target users.

Clear strengths and weaknesses will emerge from this step, as will an opportunity to properly position your product or service.

Competitive analysis

Stages of the Bassan process

Product and service analysis

At the beginning of the project, the client is invited to make a list of the solutions to be assessed, plus the characteristics and particularities to be examined. To this analysis is added the specialized expertise of Bassan’s consultants!

In-depth competitive review

Our experts carry out a comprehensive analysis of other products and services in the same category as the client’s. This gives us a global view of the UX characteristics that can influence the user.

Sharing of results

When the analysis is complete, a detailed report is produced. This document is presented during a workshop, allowing the group to delve more deeply into certain points.


User journeys

When are they used?

Mainly before the design phase of a new product or service.


Show the journey and main interactions of the user.

Ux designer working on a user journey

Represented in rough diagrams, the user journey shows the big idea behind each of the main interactions that the user will have to undertake.

This process allows us to think through the user flow experience leading to the final design, by eliminating unnecessary interactions and adding missing ones.

Key moments in the interactions

Various sources are used to identify and understand the key interaction moments between the different parties involved in a service. User journeys provide a clear and nuanced view of the experience, highlighted by pain points as well as moments of customer delight.

Viewing the key moments of the experience to bring it to life more vividly.


Personas and user stories

When are they used?

After identifying the characteristics and needs of end users.


Create portraits of the end users of a website or app to make informed decisions about which functionalities to include.

Understanding the profile types of your users is good for you . . . and for them!

What are personas and user stories?

A persona is a representation, in human form, of a future user of a product or service. Rooted in reality, the persona is created based on detailed analysis of previously gathered data. It is an invaluable tool for portraying the needs, expectations and realities of the main user profiles.

Personas are very useful for guiding the creation and evolution of a digital or traditional ecosystem. This is because they provide clues as to what is relevant or not for a particular user profile.

Personas can be used to stimulate productive brainstorming discussions focused on the needs and expectations of users. Also, they can save development time by eliminating unnecessary functionalities or services.

Personas can include user stories. These offer users’ perspectives on their needs and the functionality of a website or other digital experience. The texts are generally brief and written in the user’s own words. Beyond simple descriptions, user stories help design teams to understand precisely why they’re designing something.

Steps in creating personas and user stories.

Personas and user stories are useful for understanding the typical profiles, needs and aspirations of your users.

Analyze the data gathered

We analyze the data collected and create descriptions that match the targeted user profiles. This makes it easier to produce design solutions as usage scenarios become clearer and easier to contextualize.

Create documentation

We create documentation aligned with the different personas identified during data gathering. It includes a detailed description of each persona, the data that led to their creation and the methodology used.

Ensure regular updates

Since the customer base can change during the life cycle of a service or product, personas must be regularly reviewed and adapted to remain relevant.

What can be achieved with personas and user stories?

Since they portray precise characteristics of the target groups, personas are an excellent tool for communication, marketing and advertising departments.

  • Portray behavioural patterns
  • List users’ objectives
  • Specify users’ skills
  • Provide a context for the main actions that need to be considered
  • Explain users’ attitudes toward the company or any other aspect of the project
  • Describe the user environment

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