Tait Electronics

radio solutions for: public safety agencies, government services, utilities and urban transport providers

Challenge:
Tait has established a reputation as one of the premier global providers of radio communications hardware in the world based on a detailed understanding of the particular contexts in which users work and operate. Recognising how quickly the world was changing – particularly in a number of its key markets – Tait wanted to create a way to really ‘get into the customer’s mind’ to understand what they want and how they work.

Approach:
designindustry delivered the Persona Development Programme to Tait’s team of designers to enable them to create customer archetypes. These ‘imaginary people’ (though based on good customer research) stand in the place of actual customers to help guide product development. After a workshop with Tait to explain the process of persona creation, designindustry guided Tait’s designers through the process of defining who their key customers are, how they make decisions and what they want to achieve from Tait’s products.

Result:
The Persona Development Programme provided an instant tool for enabling marketing and design to communicate effectively, and both immersed themselves in sharing knowledge about how customers behave. An in-depth customer research programme was initiated and Tait are now well on their way to creating personas based on a new understanding of how customers think, rather than on what they say, or worse, on designer assumptions. The Personas Development Programme has provided a tool around which Tait have reorganised and reinvigorated their customer understanding activities.