AccuWeather Personas

PLANNING AND PREPARATION

Kick-off Meeting: The project began with a crucial kick-off meeting with the client. This meeting allowed me to gain a deep understanding of the client's objectives, expectations, and specific requirements for the study.

Demographic and Behavior Analysis of Existing User Data: With the help of the client, I analyzed basic demographics and user behavior patterns from their web and app usage data. This analysis provided valuable insights into user characteristics and behavior, laying the foundation for our research materials and respondent recruitment.

Survey Design: Based on the research goals and questions I created a comprehensive screener and survey questionnaire. The survey was designed to gather critical information from 200 users. It focused on understanding user preferences, pain points, and expectations related to weather services, as well as lifestyle and daily habits that might affect the usage of weather websites and/or apps.

SURVEY

Data Analysis and Reporting: Following the survey, I meticulously analyzed the collected data and generated a comprehensive report.

The report included a detailed analysis of each question, as well as the segmented analysis by different criteria, age, gender, income, and US region, to see the differences in weather app and website usage and preferences among different groups of users.

Along with the detailed analysis, the report also included a comprehensive summary emphasizing the key takeaways from the study and actionable recommendations.

Questionnaire (Short Version)

General Preferences

Which of these applications or websites do you use most frequently?

What are the main factors you consider when choosing a weather application or website?

AccuWeather Usage:

When was the last time you used AccuWeather? Please write an approximate date of your last use of AccuWeather.

How frequently do you use AccuWeather?

When do you use AccuWeather?

When do you use AccuWeather mostly?

How do you use AccuWeather?

If you use multiple AccuWeather platforms, do you use them for different purposes, or do you use them interchangeably? Please explain.

How do you use AccuWeather most frequently?

Why do you prefer the AccuWeather platform you selected in the previous question?

AccuWeather Plan:

Are you currently using the Free or the Premium+ subscription on the AccuWeather App?

Free: What would encourage you to consider upgrading to the Premium+ subscription of AccuWeather?

Premium+ Plan: What motivated you to upgrade to the Premium+ Subscription on the AccuWeather App?

Motivations and Needs:

What features of AccuWeather do you use?

What features of AccuWeather do you use mostly?

What do you like most about AccuWeather, and why?

What improvements or additional features would you like to see in AccuWeather?

Have you encountered any issues or challenges while using AccuWeather? If yes, please describe.

Persona

Which of the following best describes your primary use of AccuWeather?

Survey Execution: Once the survey screener and questionnaire were finalized based on the client's comments, I built up the study on the PlaybookUX survey platform and launched it.

The survey was fully filled by 200 users, who met all the criteria in the screener.

Identify the main groups of users. Based on the survey data, the client and I identified the four most wide and important groups of users and started planning the in-depth interviews to better understand the characteristics of these groups, their needs, lifestyles, motivations, and pain points.

IN-DEPTH INTERVIEWS

Interview Guide and Sessions: I then created a comprehensive interview guide to conduct remote moderated 30-minute interviews with respondents and delve into the users' experiences, preferences, and pain points in detail. Their feedback provided qualitative insights that complemented the quantitative data gathered from the survey.

Participant Recruitment: I created a tailored screener to select 20 users who closely matched the characteristics of the identified user groups.

The goal of this study is to create 4 AW personas:

1. WEB Users who utilize Accuweather to monitor severe weather events

2. APP Users who utilize Accuweather to monitor severe weather events

3. WEB Users who use Accuweather for planning their day and/or before outdoor activities and travel

4. APP Users who use Accuweather for planning their day and/or before outdoor activities and travel

Interview Guide

Introduction and Warm-Up:

· Can you please start by telling me a bit about yourself? Your name, age, and where do you live?

· Could you describe your family situation (e.g., married, single, children)?

· What is your occupation or profession?

· What are your hobbies or interests outside of work, school, or family commitments?

Weather-Related Behaviors:

• How often do you check the weather forecast?

· Could you describe a typical day in your life, and how checking the weather fits into your routine?

• What methods or sources do you usually use to check the weather (e.g., mobile apps, websites, TV, or others)? Why?

• Are there specific situations or events that prompt you to check the weather more frequently?

· How does your location or geographic region impact your weather-related concerns?

· Do you have any specific weather-related concerns or considerations related to your occupation or daily activities?

· How do changes in weather conditions affect your plans and activities?

· What specific weather information is most important to you (e.g., temperature, precipitation, severe weather alerts)?

· How do you prefer to receive weather alerts and notifications?

AccuWeather Usage:

· How did you first discover AccuWeather, and what made you use it?

· What devices do you use to access AccuWeather (e.g. smartphone, tablet, computer, or smartwatch? Which one you use the most often?

· What AccuWeather product do you use (website or mobile app)? Which one you use the most often?

· What factors influence your choice of device and platform?

· Do you use the Free or Premium+ plan of AccuWeather?

Free: What would encourage you to consider upgrading to the Premium+ subscription of AccuWeather?

Premium+ Plan: What motivated you to upgrade to the Premium+ Subscription on the AccuWeather App?

· Can you describe your typical experience when using AccuWeather?

· Are there specific features or functions of AccuWeather that you use regularly or find particularly valuable?

· How often do you check the weather on AccuWeather? Is there a specific time or situation that prompts you to do so?

· Are there any specific tasks or goals you achieve by using AccuWeather (e.g., planning outdoor activities, travel, or daily routines)?

· Have you customized your AccuWeather settings or preferences? If so, how?

· Do you use any additional weather-related tools or apps alongside AccuWeather?

User Feedback and Improvement Suggestions:

· Do you have any memorable experiences or stories about AccuWeather that you'd like to share?

· Are there any features or types of data you wish AccuWeather offered but currently does not?

· Are there any aspects of AccuWeather that you find frustrating or less user-friendly?

Closing Questions:

· Do you have any final thoughts or comments about your experience with AccuWeather?

· Is there anything else you'd like to share related to weather forecasting or apps like AccuWeather?

Thank you for your time and willingness to participate in our study!

PERSONAS CREATION

Data Synthesis and Persona Creation: Post-interviews, I meticulously analyzed the qualitative interview data, which was then integrated with the survey data.

This synthesis allowed me to create personas that accurately represented the four user segments that we identified based on the survey and then interviewed in our 1-on-1 sessions.

These personas served as invaluable tools for the client to understand their users on a deeper level.

ADDITIONAL RECOMMENDATIONS

As a bonus, I went above and beyond the project scope by compiling a summary report.

This report included user recommendations on how to improve the client's web and app experience based on the insights gained from the survey and interviews.

The AccuWeather Personas project delivered significant value to the client:

Enhanced User Understanding: AccuWeather gained a deeper understanding of its user base through the creation of detailed personas This knowledge enabled them to tailor their services to meet user needs more effectively.

Actionable Insights: The survey and interview data provided actionable insights, leading to improvements in the AccuWeather platform, and enhancing user satisfaction.

Long-term Impact: The project's findings and personas continue to influence AccuWeather's user-centric approach, ensuring their services remain relevant and valuable to users.

RESULTS