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SENAI

How to build personas without guesswork?

Service Design, UX

CHALLENGE

The National Department of SENAI faces the significant challenge of ensuring the desired quality of education across all its units, spread throughout Brazil.

However, this pursuit of standardization involves a prior challenge: to thoroughly understand the needs, motivations, and difficulties of the professionals in the school management community, which includes: internal staff, students, principals, pedagogical advisors, among others.

To acquire this knowledge, SENAI wanted to go beyond the concepts normally associated with school-based positions, basing itself not on "hunches," but rather on qualitative and quantitative research and data.

STRATEGY

By combining tools from Service Design and UX Research, we conduct contextual visits and qualitative interviews to generate hypotheses about existing professional profiles.

To validate these hypotheses, we applied a nationwide quantitative questionnaire to the staff of SENAI schools, which obtained more than 3,000 responses.

Finally, through co-creative workshops and data analysis, we consolidated the learnings into nine Personas from the school community and mapped four key characteristics present among the collaborators.

RESULTS

The vision of personas based on key characteristics, and not just job titles, brought a deeper understanding of the school team, going beyond common sense and the associations that are normally made with professions linked to education.

The material has become a guiding tool for the National Department in decision-making and in planning its actions aimed at the school community and its diverse professional profiles.

Technical Specifications

Ana Couto Team

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Customer Team

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São Paulo
R. Mourato Coelho, 1404
Vila Madalena
ZIPCODE 05417 011
TEL +55 11 91614-4449