optimise oxford talk - katie bennett
TRANSCRIPT
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@klbennett_
Katie BennettDigital Specialist @klbennett_
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@klbennett_
WHY YOUR DIGITAL STRATEGYNEEDS PERSONAS
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@klbennett_
NOT ALL OF YOUR CUSTOMERS ARE THE SAME
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@klbennett_
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@klbennett_
BUT THEY ARE STILL YOUR CUSTOMERS
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@klbennett_
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@klbennett_
KNOW YOUR AUDIENCE?
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@klbennett_
LET’S DEFINE YOU
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@klbennett_
LEARNING NETWORKING THE FREE BEER!
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WHAT DO WE WANT?vs.
WHAT DO THEY WANT?
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@klbennett_
IMAGINE THE CHALLENGE OF MAKING A CONSUMER SITE ABOUT PAINT MORE ENGAGING
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@klbennett_
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@klbennett_
INITIAL PHASE:BRIEF
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@klbennett_
DULUX POSITIONING STATEMENT:
“The online destination for colour scheming & visualisation to help you achieve your individual style in
the comfort of your own home”
A USER-CENTERED APPROACH=
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@klbennett_
WEBSITE GOALS:• Increase organic traffic from 1 million per annum to 3.5 million • Drive at least 12% of visitors to convert (either by ordering a swatch
or placing an order)
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SECOND PHASE:TARGET AUDIENCE
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@klbennett_
TARGET AUDIENCE FOR A USER-CENTERED DESIGN:
• Adventurous women 25-44 • Lack of confidence• Gap in inspiration (TV & DIY)• Colours & colour combining is key • Help & guidance • Social • 12 month decorating cycle
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THIRD PHASE:DEVELOPING THE PERSONAS
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@klbennett_
PENNY
• Aged 27
• Sales assistant (cosmetics department of a large store)
• Just bought 1st flat with her boyfriend
• Loves to visit handbag.com
• Favourite colour is pink
• Topshop is her favourite shop
• Loves to socialise with friends
• Enjoys eating pizza
“I’ve got loads of enthusiasm, I just
don’t know where to start”
JANE“I want to re-decorate, I
just don’t have the time”
• Aged 37
• Has a husband
• Mum to two children
• Lives in Manchester
• Part time PR consultant
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@klbennett_
FOURTH PHASE:COMBINING PERSONAS
WITH CUSTOMER JOURNEYS
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@klbennett_
STORYBOARDS:
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@klbennett_
THE HOMEPAGE
PENNY
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@klbennett_
DETAILED PERSONA PAGEINSPIRATION
PENNY
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@klbennett_
NEW CUSTOMER:INSPIRATION
DECORATING ADVICE
EXISTING CUSTOMER:PURCHASE
(BRAND LOYALTY)
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@klbennett_
DULUX HAVE CREATED A SITE THAT IS APPEALING AND RELEVANT FOR THEIR AUDIENCE
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@klbennett_
BACK TO PERSONAS, HOW DO YOU DEFINE THEM?
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@klbennett_
COLLECTING DATA IS ABOUT CONTACT WITH YOUR CUSTOMER OR PROSPECT.
THE MORE MATERIAL THE BETTER!
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@klbennett_
START BY TALKING TO THEMGATHER INFORMATION ON YOUR IDEAL CUSTOMERS:
INTERVIEW THEM CALL THEM USE SURVEYS
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@klbennett_
BUILD PERSONAL ATTRIBUTES INTO PERSONAS
DEMOGRAPHICS PSYCHOGRAPHIC WEBOGRAPHICS
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@klbennett_
ANALYTICS HELP TOO!• Website analytics• Speak to your sales team • Customer feedback • Social media analytics • Data from contact forms
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@klbennett_
JESSICA
• Recruitment Consultant
• 26 years old
• Single mother
• Dog lover
• Lives in London
• Recruitment consultant for a recruitment firm (£35,000)
• Binge watches breaking bad
PAUL
• Landscape Gardner
• 58 years old
• Recently divorced
• Lives in a 2 bed flat in london
• Loves Game of Thrones
• Reads a lot
FOCUS ON TWO OR MORE PERSONAS
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@klbennett_
DEFINE YOUR PERSONAS AS A HYPOTHESIS OF REAL PEOPLE
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@klbennett_
TO HELP YOU GET INSIDE THEIR HEAD,FIND YOUR KILLER DIGITAL STRATEGY
AND ULTIMATELY MARKET TO THEM BETTER
THINK OF YOUR CUSTOMERS AS REAL PEOPLE
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@klbennett_
THANK YOU FOR LISTENINGANY QUESTIONS?