Safeco Insurance · UX Research & Design

Good design starts with knowing who you're designing for. This project brought that principle to life across Safeco's journey teams grounding daily product decisions in a shared, human understanding of users.

Eight UX personas were developed through a series of digital garages and extensive user and stakeholder interviews. The goal wasn't just to create the personas, it was to make them stick. We designed guidelines and communication tools to help teams keep personas top of mind long after the research sessions wrapped, while acknowledging that users evolve and these artifacts should too.

I participated in the digital garage sessions and partnered with three teammates to develop the communication strategy and tooling that brought the personas into teams' day-to-day workflows.