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20NTC Session Proposal

Designing for Diversity: How User Personas Can Transform Your Website and Services


In real life, we recognize the diversity of human experience, but we often forget key differences and make sweeping assumptions when designing digital experiences or communications strategies.

User personas can help you empathize with the people visiting your website or interacting with your collateral and understand what motivates them. They also serve to counteract a natural bias we all have in assuming that “the user” is a person essentially the same as us. And personas not only work to optimize a web experience—they can help you improve how you brand your organization and even deliver your services.

Learning Outcomes

  • Understand strategies for uncovering the insights about your audiences
  • Learn how to create personas in your design/discovery process on the cheap (even without robust user data or site analytics)
  • Learn how to balancing a bunch of competing perspectives and priorities for communications projects




Chelsea Lewis

Marketing Manager & Digital Strategist

Juvenile Law Center

As Marketing Manager and Digital Strategist at Juvenile Law Center, Chelsea oversees the organization’s branding, marketing, and digital strategy. She works closely with development staff, executive leadership, and the legal team to craft solid, fully integrated communications plans. She is passionate about finding innovative uses of tech to create engaging digital ecosystems for mission-drive organizations and brands. She has a bachelor’s degree in anthropology from Louisiana State University, and her background includes fundraising, corporate communications, event planning, and university administration.

Marcus Iannozzi

Founder and Principal

Message Agency

Marcus is the founder and principal of Message Agency, a digital agency based in Philadelphia, PA, which he founded in 2007. Message Agency is a certified B Corporation and social enterprise that focuses on using web-based technologies to meet the needs of nonprofits, universities, foundations, and progressive organizations that serve the public good.

Marcus is a graduate of the University of Pennsylvania and has over 20 years of experience in developing and implementing strategies and social marketing campaigns for the public and nonprofit sectors. He has gained extensive expertise in Internet-based communications, website design and development, messaging/branding, content strategy, and project management.

Underlying Marcus’ professional experience in the public sector is over two decades of volunteer work around civil rights and economic and community development. He has served on the boards of numerous nonprofit organizations in Philadelphia and is often challenged with finding ways to balance the interests of a range of stakeholders for development and public projects and bringing disparate groups together to collaborate. He currently serves as a board member of the Independence Business Alliance, Philadelphia’s LGBT Chamber of Commerce, where he is founding an economic opportunity project called TransWork. This project will help connect members of the transgender community with employers and entrepreneurship opportunities.

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March 15, 2019


10:30am – 11:45am



CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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