A woman with glasses and long hair looking to the side, sitting in front of a brick wall. To her left, a login screen for Global Payments Persona Library is visible on a computer screen.

Centralizing personas to reduce duplication and increase adoption

Overview:

Global Payments teams were creating personas in silos—leading to duplication, outdated artifacts, and low adoption. There was no centralized system to find, trust, or maintain them. I led research across design, product, and research teams to uncover the root issue: not a lack of content, but a lack of discoverability and confidence. I helped design a centralized, searchable Persona Library with filters, ownership metadata, and credibility cues. The result? Reduced duplication, increased usage, and stronger cross-team collaboration—turning personas into a living, strategic resource.

Role:

UX UI Designer

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Fragmented Personas, Fragmented Teams

Multiple teams across the company were building personas—often for the same users—without knowing what already existed. There was no centralized place to store, find, or maintain them. This led to duplicated effort, wasted time, and confusion around which personas were up-to-date or credible.

Man participating in a video call on a laptop, sitting at a wooden desk with papers and a smartphone, in a bright room with sheer curtains and houseplants in the background.

Hearing the Same Pain in Every Conversation

I interviewed product managers, researchers, and designers across business units. Common pain points included:

“I don’t know where to find existing personas.”
”I’m not sure if this persona is still relevant.”
“I made one, but I don’t think anyone else even knows it exists.”

It was clear: this wasn’t a content problem—it was a discoverability and trust problem.

Collection of yellow sticky notes with questions and statements about personas organization, management, and documentation, some notes have colorful stickers such as thumbs up, hearts, and stars.

From Problem Space to Possibility Space

We kicked off with a design sprint to align around the real opportunity. After mapping out key insights, the team voted on our guiding direction:

How might we centralize and standardize persona documentation to reduce duplication and confusion?

We also aligned on a shared product vision:

A simple, organized system where designers and PMs can quickly find the right personas, avoid duplicates, and keep projects moving.

This clarity helped move us from problem space to possibility space—fast.

Screenshot of a digital storyboard containing eight panels, illustrating a character named Alice working on a project involving handwriting and digital tools. Each panel includes simple sketches and descriptive text.

Anchoring the need in a real scenario

To ground our work in everyday pain points, we created a storyboard showing a PM under deadline struggling to locate an existing persona. The moment resonated across the team—everyone had been there.

This scenario became a north star for our solution: a tool that reduces friction, saves time, and supports faster, more confident decision-making.

Three sketches on dotted notebooks, depicting web page layouts and notes about personas and filtering options.

Sketching what mattered most

With a shared vision in place, we began sketching rough ideas that focused on discoverability and ease of use. We explored concepts like:

  • A homepage highlighting recent and recommended personas

  • Filters and tags to narrow search by product, user type, or region

  • Side-by-side comparisons and quick-view options to reduce clicks

These early explorations helped us shape the core experience—and validate what users actually needed to move faster with confidence.

Hi-Fidelity

Bringing the solution to life

We designed a streamlined Persona Library that made it easy to find, evaluate, and manage personas at scale. A clean homepage, robust filters, and quick-view tools helped users access the right information faster—while role-based controls ensured content stayed accurate and trusted. I prototyped and tested key flows to validate that the experience felt intuitive, fast, and reliable. By reducing cognitive load and surfacing what mattered most, we turned personas from forgotten artifacts into active tools for collaboration.

Strategy.

Creativity.

Impact.

Strategy. Creativity. Impact.

Thanks for reading. If you’re curious to see how I approach different challenges across industries and platforms, take a look at more of my work.