From December 2008 through February 2009, the Fiserv User Experience team conducted in-depth field research focused on the attitudes, goals, motivations and behaviors of small business owners and those who manage their finances.

In three U.S. cities, 29 people who owned or worked for small businesses participated in two-hour, on-site interviews. Participants represented businesses with one to 50 employees, reporting less than $5 million in annual revenue (most reported less than $1 million) in service, manufacturing, wholesale and retail.

These sessions explored participants’ perspectives on small business banking and uncovered motivations for owning or working for a small business. They also identified important business relationships, especially related to financial matters, and opportunities to support, extend or replace specific financial tasks and workflows. Thorough data analysis enabled the team to establish 10 personas or archetypal models of representative users. Of these, the five primary personas identified can help us design products and services for small business banking customers.

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