designing web pages for dual personas - slides

Multiple Personality ReorderDesigning B2B Webpage for Persona Pairs

@kayak360 #personasflow

Who are you designing your website for?

Make decisions but don’t do research

Decision Makers InfluencersDo the research but can’t make decisions

Make decisions but don’t do research

Decision Makers ResearchersDo the research but can’t make decisions

Both will visit your websiteBoth are looking for answers

Two Visitor Types = One Persona Pair

Decision Maker – InfluencerTransactional – Consultative

Skimmer – Diver

Top of Page – All of Page

Visits minimal pages – Visits multiple pages multiple times

Often C-suite or V-suite

No time for research

Looking for big picture benefits

Wants to know you are credible and reliable

Decision Maker

Often Manager or Operations level

Needs to research multiple solutions to a problem

Looking for details about how solution would work to solve their problem

Wants to know you are credible and reliable

Makes recommendation to Decision Maker - needs to be confident your solution will make them look good

Influencer

Distinctly different intentions

Persona Flow(aka Going down the rabbit hole)

What are this persona’s primary concerns?

How will this persona find your website and/or where is their entry point?

What are the key pages that will answer his or her primary concerns?

What action will they take after visiting the key pages?

It isn’t until you understand the flow of actual user experience that you see that the imposed hierarchy of

websites is an illusion.

Forget hierarchy

Home

Service ContactAbout

(Old school sitemap)

Embrace the flow.

Home

ContactAboutService

(Decision Maker)

Embrace the flow.

Content

Content

Content

(Influencer/Researcher)

Persona flow visualizes UX and informs link strategy

Related

Speak to both sides of your pair on every page for success.

Download kyak.mobi/1S37byO

Tool kyak.mobi/1SJsTct

Imposed hierarchy of websites is an illusion #personasflow

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