Below are five user personas developed for the MySBA Certifications portal. These personas represent the primary users of each SBA certification program: Veteran-Owned Small Business (VOSB) / Service-Disabled Veteran-Owned Small Business (SDVOSB), 8(a) Business Development, HUBZone, Women-Owned Small Business (WOSB), and the All Small Mentor-Protégé Program. Creating these research-based personas was a critical first step in deeply understanding the SBA’s diverse target audience. They capture real users’ goals, motivations, challenges, and pain points, enabling us to design a more intuitive, user-centered MySBA Certifications experience and supporting platform that truly meets their needs.

Personas - MySBA Certifications