Approach

Working with HMRC and the Design Council weredeveloped an online crime support platform aimed at independent retailers and other SME’s. To ground this development in genuine insight we engaged with seven independent retailers across the Greater London area. The goal was to build a detailed understanding of how crime affects them and their businesses.

Outcome

We conducted in-depth interviews with eachparticipant. The findings were mapped, synthesised and four retailer personas were created to express key user needs. Following this we brought the retailers back together for a co-design workshop in which used the personas as a design tool to design more effective strategies for promotion, user experience and user advocacy in the revised assessment platform.