31 March - 1 April 2016

Saïd Business School, Oxford, UK

Personas: Putting Users at the Heart of Product Decision Making

Rachel Littlefair The UX Agency

Session type: Case Study
Session duration: 45 minutes

About this Case Study

Understanding your users can seem a daunting and expensive process. We will show how to successfully turn your knowledge and user data into affordable personas that allow your users to be placed at the heart of product decisions throughout the development process and beyond.

We will discuss how and when to use methods for utilising internal knowledge, gathering user data, creating proto-personas and full personas, as well as how to go about successfully embedding these within your organisation using a variety of mediums.

About the Speaker

Rachel is Lead User Experience Consultant at The UX Agency. She manages the User Research team to deliver great user experiences for highly complex and challenging interfaces for large global clients. She has previously led the UX team at Sophos and the UX effort within the ELT division at Oxford University Press.

Following a degree in Human Cybernetics, Rachel worked as a developer for a time before pursuing a UX career in which she has been leading UX projects over the past decade. She relishes finding the right techniques to use on challenging projects, has enjoyed consulting for a wide range of clients in industries including aviation & automotive, education, finance, publishing, chemical & energy, retail and gaming.


Session Types

Need help planning which sessions to attend? We've provided a breakdown of our various session types below.

Case Study/Experience Report

A presentation and discussion of real-life (not theoretical) experiences of the application (or mis-application) of service design techniques. Case studies and experience reports include some discussion of lessons learned and an indication of how novel the work is.


Participants learn a new approach, tool or technology through using it to solve one or more practical exercises. Any software/hardware requirements are disclosed in the session description.


A session focused around some specific tool, technique or issue. Primarily led by the speaker, tutorials usually include some elements of interactivity or individual / group exercise.


An in-depth working session on a specific topic. May include paper presentations.

Lightning Talks

Short talks (max 10 minutes) on almost any topic.


The information for this talk hasn't yet been confirmed.