PERSONAS & USER JOURNEYS

To combat the twin crisis of climate change and biodiversity loss, it is necessary to promote a system shift towards regenerative agriculture. This is a challenge, especially in the dairy sector. Designing for system change is complex, especially if the needs of the people within the system (dairy farmers) are not clearly understood.

The development of personas and user journeys are a useful tool to help understand different farmer motivations and needs. They ensure that multiple solutions can be developed to support farmers, as opposed to a generic tool that only suits the needs of those designing it.

Personas are fictional representations of real people and are constructed using robust data collection. Data collected within the Regen Dairy project has been thematically analysed to create eight personas and their associated user journeys. The personas and user journeys presented below help to understand different farmer motivations, challenges, opportunities and requirements for support. They have been used to a construct  a farmer-led introductory training module and have been critical in informing the Regen Dairy roadmap.