Leatherman persona site
Leatherman users come in all shapes and sizes.
But if you’ve never owned a Leatherman before,
choosing the right tool for your lifestyle might feel daunting. The Persona experience was built to help
you on your tool-finding journey.
My Role
Lead designer: discovery, user research, wireframing, design, prototyping
Who are we talking to?
Finding new customers and speaking to a new generation can be tricky when over four decades of great engineering has done all the talking for you up to this point. It was important for us to define who our users are and could be, and what tools can serve them best before diving into the design challenge. We found six different personas that encapsulate Leatherman’s customers, and used them as a guidepost for how to approach this project.
MAKER
ADVENTURER
FLY FISHER
PHOTOGRAPHER
HOMEOWNER
HUNTER
For real life
The final product served as an introduction to some of the hobbyists, professionals, and all-around faces that use Leatherman tools regularly.
In addition, this site paired each personality with their favorite tool for doing what they love.