Ethnography & Persona: College Student Research

Research Purpose:

  • Understand college students’ study habits.
  • Understand technologies and tools students use.
  • Identify students’ needs and problems in their educational pursuit.

My Role:

  • Served as UX Research Lead
  • Drafted research protocol
  • Recruited participants
  • Went to universities in the Bay Area and conducted the actual interviews
  • Reported to VP of the Product
  • Presented research findings to Product team

Methods Used:

  • Recruiting Participants: survey, phone screening
  • Data Collection: ethnography interview
  • Data Analysis: affinity diagram, ground theory
  • Research Deliverable: persona, use cases


  • Written report, presentation, persona