As part of my research and development process, I created user personas and empathy maps based on the audiences I had been researching — including, Airbnb hosts, hotel owners, event space owners and guests themselves. These tools allowed me to bring my research to life by creating detailed representations of the real people who might interact with Moda.

By mapping out what these users are thinking, feeling, seeing, hearing, and doing, I was able to understand their motivations, frustrations, and needs on a much deeper level. This process helped me move beyond general assumptions and really step into their shoes — thinking about their goals and needs, what obstacles they face day-to-day, and what solutions would genuinely improve their experience.

The user personas also gave me clarity on how different types of users might use Moda slightly differently. For example, a hotel manager might be focused on quick room turnover and maintaining a premium guest experience, while a guest would be more concerned with personalisation and comfort.

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This stage of the project was extremely valuable. Being able to visualise the types of people I’ve been researching made everything feel much more real and tangible. It reinforced why a product like Moda could have a real impact and showed me how to shape features, tone of voice, and the overall experience around the people who matter most — the users. It’s definitely helped strengthen the foundation for the next stages of my project.

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