personas and value proposition (updated version)
TRANSCRIPT
PERSORNAS andVALUE POPOSITIONby NINA JURCIC
EAI | EUROPEAN ALLIANCE FOR INNOVATIONSEP 30TH 2015
ABOUT ME
UX / PRODUCT / GRAPHIC / COMMUNICATION DESIGNERBA APPLIED ARTS AND GRAPHIC DESIGN (2015)hub:raum WARP14 by Deutsche Telekom (2014)FOUNDER INSTITUTE (2013)BA INFORMATION TECHNOLOGY (2012)
KEYWORDS
PERSONAS, VALUE PROPOSITION, MARKET SEGMENTATION, TARGET MARKET, DEMOGRAPHICS, ENGAGEMENT INSIGHTS,TOUCHPOINTS, CHANNELS, CONVERSION
PERSONA
PERSONA
IS ARCHETYPE OF A MARKET SEGMENT.ISN’T A REAL PERSON BUT REPRESENTS GROUP OF CUSTOMERS WITH SIMILAR BACKGROUND, NEEDS, DESIRES, SKILLS AND ENVIRONMENT,THAT YOUR PRODUCT IS TARGETING.
PERSONA
CAN YOU IMAGINE A REAL PERSON USING YOUR PRODUCT? WHO ARE YOU DESIGNING YOUR PRODUCT FOR?DO YOU UNDERSTAND YOUR USER?
PERSONA
MARKET SEGMENT = CONTEXT
WHY PERSONAS?
MARKETING BUDGET IS LIMITEDWHICH SEGMENTS ARE MOST LIKELY TO CONVERT?WHOM TO ADDRESS YOUR MESSAGE?WHO IS YOUR TARGET AUDIENCE?DO YOU UNDERSTAND THEM?HOW TO REACH THEM AND WHERE?
PERSONA BUCKET LIST
CODENAMESUBSEGMENTS (IF ANY)DEMOGRAPHICSUSER STORYUSE CASEENGAGEMENT INSIGHTSWHY DO YOU NEED THEM?TOUCHPOINTS
CODENAME
CONSISTS OF 1-3 WORDS THAT CLEARLY REPRESENT THE SPECIFIC GROUP OF USERS:STARTUP OWNER; MOBILE LIFESTYLE ADDICT; YOUNG MOM; BIKE ENTHUSIAST; DIGITAL NOMAD; LINUX DEVELOPERS; TOURIST o/ FREQUENT TRAVELER ETC.
DEMOGRAPHICS
INCLUDE AGE GROUP, GENDER, EDUCATION, OCCUPATION, HOUSEHOLD INCOME, RACE OR ETHNICITY (IF RELEVANT)
USER STORY
WHAT IS THEIR TYPICAL DAY?HOW DO THEY SPEND THEIR TIME?WHAT IS THEIR TYPICAL ENVIRONMENT?WHAT DO THEY DO AT HOME OR WORK?WHO OR WHAT INFLUENCES THEM?
USE CASE
IN WHICH SITUATIONS THEY FACE THE PROBLEM?WHAT IS THEIR PAIN?HOW DO THEY FEEL?WHAT DO THEY CURRENTLY DO TO SOLVE THE PROBLEM?
ENGAGEMENT INSIGHTS
WHAT WOULD THAT PARTICULAR PERSON WANT MOST OF PRODUCT OR SOLUTION?WHAT WOULD SUIT THEIR NEEDS THE BEST?WHAT IS IMPORTANT FOR THEM IN THEIR PARTICULAR CONTEXT OR SITUATION?WHAT FEATURE WOULD MAKE ENGAGED THEM WITH YOUR PRODUCT?
WHY DO YOU NEED THEM
BECAUSE THEY REPRESENT A LARGE GROUP?BECAUSE THEY HAVE HIGHER INCOME?BECAUSE THEY ARE DECISION-MAKERS IN THEIR FAMILY OR COMMUNITY?BECAUSE THEY ARE INFLUENCERS?
TOUCHPOINTS
WHERE CAN YOU REACH THEM (ONLINE AND OFFLINE)?WHAT CHANNELS CAN YOU USE?WHAT KIND OF NETWORKS OR PORTALS DO THEY CONSUME?WHAT PLACES OR CHANNELS COULD THEY GET IN TOUCH WITH YOUR MESSAGE?
PERSONAEXAMPLEFORaTELECOM
23 year old linguistics student from GermanyBelongs to a middle-class family
Interested in foreign languages, literature, culture, communication
Lives in a flat share (WG)
Uses public transport
Visits parents for the weekend
Owns a smartphone and uses low cost tariff
Spends a lot time on the internet (facebook, instagram, spotify, gossip and news portals)
Hobbies: reading, watching movies, learning new languages
Works part-time
EVA,COLLEGE STUDENT
CODENAME: Budget UserSUBSEGMENT: College studentDEMOGRAPHICS: 23 year old linguistics student from Germany; belongs to a middle class family; household net income: €48K
USER STORY: Interested in foreign languages, literature, pop culture, communication. Lives in a flat share (WG). Takes bus or train to reach college. Visits parents for the weekend because she doesn’t study in her hometown. Works part-time in supermarket. Lives on a budget. Spends time on college, with friends, or at work. She often spends her evenings at home or occasionally has a drink with her mates.
USE CASE: Owns a smartphone that she uses quite often: for surfing the internet while she drives in bus or train, for streaming music (Spotify), for texting (Whatsapp, Viber, FB Messenger), for learning new languages (Duolingo). Spends a lot time on the internet (SM, gossip and news portals). Buys books online (Amazon). Does not watch TV but streams movies online. Uses high-speed flat internet rate. Uses cheap mobile tariff (e.g. Aldi Talk) because she doesn’t want to spend much money on phone bill. Price is a determining factor. She usually spends all data by middle of the month so she is bored while commuting or needs to catch a wifi in public places, that often makes her feel frustrated. Doesn’t always buy extra data.
ENGAGEMENT INSIGHTS: She would like to have bigger data package (3GB) for her mobile phone but doesn’t want to be tied to a contract. Her Spotify Premium account could be billed along with the monthly internet bill. She’d be interested to get a discount on Spotify monthly subscription fee.
WHY HER? : She influences her parent’s decisions on internet or mobile provider and technology; represents a large group of customers.
TOUCH POINTS: Social media, news portals, movie streaming portals, Amazon, public transport...
VALIDATE/wRESEARCH
RESEARCH
CONDUCT AN INTERVIEW WITH PEOPLE THAT FIT THE PERSONASDOCUMENT RESULTS AND UPDATE PERSONAS
RESULTS
COMMUNICATING THE RIGHT MESSAGE TO RIGHT PEOPLECREATING BETTER CUSTOMER EXPERIENCEBEATING THE COMPETITIONENGAGING CUSTOMERSOPTIMISING CONVERSION
PERSONAQ&A
VALUEPROPOSITION
VALUE PROPOSITION
IS A PROMISE OF VALUE YOUR PRODUCT DELIVERS TO THE CUSTOMER.EXPLAINS HOW YOUR PRODUCT SOLVES CUSTOMER’S PROBLEM.TELLS THE BENEFITS OF USING YOUR PRODUCT.
VALUE PROPOSITION
WHAT IS YOUR PRODUCT?WHO IS YOUR CUSTOMER?WHAT PROBLEM DOES YOUR PRODUCT SOLVE?WHAT MAKES IT UNIQUE OR DIFFERENT THAN EXISTING SOLUTIONS?
VPEXAMPLES
“Connect with your friends — and other fascinating people. Get in-the-moment updates on the things that interest you. And watch events unfold, in real time, from every angle.”
TWITTER EVOLVED FROM SIMPLE SMS SERVICE BUT KEPT IT’S CORE VALUE OR PROMISE BY DELIVERING INSTANT REAL-TIME MESSAGE CONTAINED WITHIN 140 CHARACTERS, IDEAL FOR FAST CONSUMPTION AND STAYING IN THE LOOP.
“Pinterest is a visual discovery tool that you can use to find ideas for all your projects and interests.”
PINTEREST’S PROMISE IS ARCHIVING AND DISCOVERING INSPIRING VISUAL IMAGERY IN THE TOPIC OF YOUR INTEREST.
FORMULA (via conversionxl.com)
1. HEADLINE End-benefit you’re offering, in 1 short sentence. Can mention the product and/or the customer.2. SUB-HEADLINE or a 2-3 SENTENCE PARAGRAPHA specific explanation of what you do/offer, for whom and why is it useful.3. BULLET POINTSList the key benefits or features. Optimally 3.4. VISUALSProduct shots or an image reinforcing your main message.
DOs and DON’Ts
MAKE IT CLEAR AND CONCISEAPPEAL TO STRONGEST DECISION-MAKING DRIVERSUSE APPROPRIATE LANGUAGEMAKE IT UNDERSTANDABLE FOR REAL HUMANSAVOID HYPE OR TRIVIAL EXPRESSIONS THAT DON’T REALLY MEAN ANYTHINGIT’S NOT A SLOGANUSE BOOSTERS (e.g. FREE SHIPPING, MONEY BACK GUARANTEE, CANCEL ANY TIME)
????????
“[Product] is revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle.”
“IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL ENOUGH.”
ALBERT EINSTEIN
ADDWOWELIMINATEOOUCH
VPQ&A
CONCLUSION
UNDERSTAND THE CUSTOMER TO DELIVER THE BEST PRODUCTUNDERSTAND CUSTOMER TO CRAFT THE RIGHT MESSAGE UNDERSTAND CUSTOMER TO USE THE BEST CHANNEL TO DELIVER THE MESSAGE
RESOURCES
http://conversionxl.com/value-proposition-examples-how-to-create/#http://www.slideshare.net/MikeGospe/crafting-the-personahttp://www.slideshare.net/ralph_poldervaart/how-to-build-a-persona?next_slideshow=1
IMAGE SOURCES
http://braveux.com/wp-content/uploads/2014/08/albert-einstein-hd-wallpaper-iphone.jpghttps://twitter.com/http://www.pinterest.com/http://english.al-akhbar.com/sites/default/files/imagecache/6cols/photoblogs/830307-01-08.jpghttp://feminismandreligion.files.wordpress.com/2012/07/img_1065-21.jpghttp://www.informatik.uni-oldenburg.de/~ingo/linuxmeeting-2003-09-26/IMG_2059.JPGhttp://www.praha.eu/public/3b/c7/e/1436398_289576_turista_praha_ilustr.jpg
FURTHER READ
PERSONA LIFECYCLE by John Pruitt and Tamara AdlinDESIGNING FOR EMOTION by Aarron WalterTHE DESIGN OF EVERYDAY THINGS by Donald A. NormanMADE TO STICK by Chip Heath and Dan Heath
THANKYOU
