Professional Case Studies
Creating Personas to Align Teams and Drive Targeted Small Business Growth
Insurance Platform | B2B | Insurance
Role /// CX/DX Consultant
Client /// National Insurance Provider (Anonymized)
Primary Stakeholder /// Agency Partner / VP, UX
Driving Conversion & Growth ////////////////////
I developed research-backed personas for small business insurance lines, delivering visual tools that improved organizational alignment and enabled more targeted, effective marketing campaigns.
IMPACT
Conducted in-depth qualitative and quantitative research to define personas across multiple professions and insurance products (e.g., E&O for professional services, commercial auto for gig economy workers).
Synthesized insights into clear, actionable persona frameworks distributed across marketing, product, and sales teams.
Designed high-visibility visual artifacts—including guides and posters—to increase understanding and adoption across departments.
MY PROCESS
Unlike prior attempts that produced static audience summaries, I built personas rooted in real behavior and needs—translating insights into materials teams actually used to drive strategic decisions.
What I Changed—and Why It Worked ////////////////////
Significant improvements in campaign relevance and response rates
Increased internal alignment on audience priorities and messaging
Improved confidence among marketing and sales teams in targeting strategies
OUTCOMES
What Limited Results Before
The organization struggled to translate disparate data sources into clear, shareable profiles that could guide messaging and product development.
Ready to turn audience insights into tools that power growth and alignment? Let’s clear the roadblocks. Reach out.