PERSONAS andVALUE PROPOSITIONby NINA JURCIC

MONEY, MONEY, MONEY W$2014 | INTERACTIVE MEDIA DESIGNFH AACHEN

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?

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 PERSONASDON’T REVEAL THE PRODUCTDON’T ASK DIRECT QUESTIONSDON’T MAKE THEM SAY THINGS YOU WOULD LIKE TO HEARLET THEM TALKDOCUMENT RESULTS AND UPDATE PERSONAS

NEXT STEPS

EXPERIENCE MAPPINGORCHESTRATING TOUCHPOINTSDEFINING THE USER JOURNEYIDENTIFYING CHANNELS

RESULTS

COMMUNICATING THE RIGHT MESSAGE TO RIGHT PEOPLECREATING BETTER CUSTOMER EXPERIENCEBEATING THE COMPETITIONENGAGING CUSTOMERSOPTIMISING CONVERSION

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

TWITTER

“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

TWITTER EVOLVED FROM SIMPLE SMS SERVICE BUT KEPT IT’S CORE VALUE OR PROMISE BY DELIVERING INSTANT REAL-TIME MESSAGE CONTAINED WITHIN 160 CHARACTERS, IDEAL FOR FAST CONSUMPTION AND STAYING IN THE LOOP.

PINTEREST

“Pinterest is a visual discovery tool that you can use to find ideas for all your projects and interests.”

PINTEREST

PINTEREST’S PROMISE IS ARCHIVING AND DISCOVERING INSPIRING VISUAL IMAGERY IN THE TOPIC OF YOUR INTEREST.

“IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL ENOUGH.”

ALBERT EINSTEIN

ADDWOWELIMINATEOOUCH

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

THANKYOU

FOLLOW@NINAYU