Research // UX research

Personas that actually change the product

In Legacy, four very different buyers shaped four specific features. Here is how I write personas so that happens.

From the project: Legacy

Start from a buying moment

Instead of demographics first, each Legacy persona came from a moment: a first job, a business trip, an engagement and a gift. Moments create needs you can design for.

Persona: Omar, a junior architect buying his first suit.

Persona → feature

Zaid, the groom
Needs to see fabric texture → large flat product photos and material details.
Kareem, the CEO
No time → saved cards, Apple Pay and a one-screen checkout.
Omar, the graduate
Doesn’t know what matches → similar products under each item.
Layla, the gift buyer
Unsure of sizes → clear UK size chips and easy exchanges.

Product page
One-screen checkout

My rule

If a persona doesn’t change a single screen, it is decoration. Delete it or rewrite it.

The project behind this post

Live prototype
E-commerce · iOS app2026
Legacy
A menswear shopping app for Amman: see the fabric, trust the fit, match the look, check out in under three minutes.

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