About MPACT

MPACT is a framework developed during my time at the strategic design consultancy Mad*Pow to create interactive, dynamic, and gameful personas. It blends behavioral science with user research to move beyond traditional, static user profiles, enabling organizations to better understand, predict, and design for user behavior. 

Key Aspects of Mad*Pow's MPACT

  • Behavior-Based Focus: Unlike traditional demographic-based personas, MPACT personas are driven by the "psychology of motivation," focusing on what drives user actions and, specifically, how they can be encouraged to change or adopt new behaviors.
  • Agile & Interactive: Designed to be adaptable rather than static documents, these personas are built by cross-functional teams and contextual to the challenge at hand.
  • Application: Primarily used to solve complex real-world problems in health (e.g., patient engagement) and finance (e.g., fostering financial literacy).
  • Reception: MPACT has been been used by multiple Fortune 500 clients in finance and healthcare to create better user experiences

MPACT Finance Kit

MPACT Health Kit

MPACT in Use

Let’s connect if you’re working on bold initiatives in health, innovation, transformation, or building resilient, future-ready organizations.