Graphic Designer User Persona

My Key Challenges

Keeping content on brand
Ensuring only the latest version of design content is in circulation
Combining format, style and layout accuracy with the flexibility for regionalization
Keeping content fresh, engaging and accessible for all global channels

My Roles and Responsibilities

Sofia is a talented graphic designer who listens to the content brief and creates the design template layouts to be used in Doug’s content models, so they have maximum impact for functionality, accessibility, component flexibility and aesthetic value.

Sofia spends most of her day in design software packages like Adobe InDesign, QuarkXPress, Adobe Photoshop and Figma. She ensures the brand is represented accurately without deviation and guides Doug on formatting, style sheets and geometry.

Role Benefits and ROI

Having one central place to store all design assets which are on brand and compliant
Controlling the versions of content available for use, retiring assets which are outdated
Creating and synchronizing design templates with the content models that Doug the content architect has defined, adding visual style and formatting
Collaborating within an open review process with stakeholders for all templates and assets in use to ensure quality and brand consistency

Consequences Of Doing Nothing

The scope for creating duplicates of content is huge for Sofía without a centralized CCMS and a content reuse strategy in place. She could be receiving requests for the same template designs over and over again because writers like Reyna wouldn’t be able to search and discover content easily.

Sofía’s template designs would be disconnected from Doug’s content models, making it a fragmented, slow and brand-risky process to produce final outputs for all the publishing channels required. Collaboration on designs would take place individually and in isolation, making feedback difficult to collate and implement.