Personas, Goals, and Information Architecture

Duke University Press wants to re-architect their website in order to create a better user experience for browsing and buying their products. This is a new process for the press which required a consultant.

ClientDuke University Press
DateFebruary 2016


  • Stakeholder interviews
  • Created personas, jobs-to-be done, and content audit
  • Hired information architecture firm to guide press in understanding its needs

Site map and wireframes were created by an information architecture vendor to be used in website redesign. Given this framework, Duke Press’s new website is geared to focus on the most important needs of its users.

Image of a persona for an assistant editor Image of a job to be done for renewing a journal

Image of part of a content audit