unleashing personalization beyond your...

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Follow the discussion: #sitecorelive

26 February 2013

UNLEASHING PERSONALIZATION

BEYOND YOUR WEBSITE

Delivering a Relevant Customer Experience Across Marketing Channels

www.sitecore.net


Reminders for

Today’s Webinar

Webinar recording &

slides: will be emailed to you

within 48 hours after the

event

Discussion: visit the Twitter

hashtag: #sitecorelive

Questions: type your

questions in the chat window

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World of Sitecore

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Recognition

Gartner 2010, 2011, 2012 WCM Magic Quadrant “Leader”

Gartner 2012 CRM Multichannel Campaign Management “Visionary”

Forrester Wave™: Web Content Management For Online Customer Experience, Q3 2011 “Strong Performer”

Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004

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Sitecore Customers Around the World

http://www.mccormick.com/

http://www.starbucks.com/

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Today’s Presenters

VML

Beth Bader

Director, User Experience

Sitecore

Lars Petersen

Head of Business Optimization

Services

How to create and use design personas Presented by VML

What are Personas?

Research-based on real users

Identify user behaviors and goals — not

demographics

Guide functionality and design decisions

A persona represents a larger group of users’ goals, behaviors and attributes expressed as a single person.

What are Personas?




demographics

What are Personas?



demographics


“Our model shows that although a redesign completed without personas will likely pay off, a redesign with personas can provide a return that is as much as four times more — more than enough to cover the incremental investment.” — Forrester

SOURCE: “ROI OF PERSONAS,” FORRESTER RESEARCH

Why Use Personas?

• Personas bring focus

• Personas build

empathy

• Personas encourage

consensus

• Personas create

efficiency

• Personas lead to

better decisions

How does this drive ROI?

Remove biases Personas allow your team to focus on user

behaviors and motivations instead of their

own opinions or disagreements.

Be strategic Your team can make decisions at a

strategic level by matching your product’s

focus and purpose to your user’s needs

and goals.

1. Define who your

audience is

2. Review existing

information

3. Perform user research

4. Segment the users

based on goals,

behaviors and

attitudes

5. Create rich, useful

personas

6. Prioritize

How are Personas Created?

Target audience

Purchase behaviors

Segmentation/Marketing insights

Define your target audiences

1.

Start with internal stakeholders

to capture:

Site analytics

Existing research

Search analytics

Customer support logs

Social analytics

Consumer feedback

Channel usage

Secondary research

Review existing information 2.

Look for patterns and behaviors:

Perform User Research 3. Two types of user research:

Quantitative Gather broader insights from a large group

of users.

Type: Site Surveys

Benefit: Lower cost, less time

Risk: Personas only be based on user-reported behavior,

not actual behavior.

Qualitative Interviews or field research with

at least eight users for each

audience type.

Types: User Interviews, Field Research

Benefit: Most accurate, can observe actual

behavior as well as user goals and

motivations.

Risk: Longer timeline, higher cost.

Segmentation 4. Segment users based on goals, behaviors and

attitudes

Goals • Buy a car

• Get financing

• Find the best trade-in

offer

Example: Car Manufacturer

Site

Behaviors • Visits to car sites

• Consulting peers

• Uses mobile device to

look up consumer

reviews while on car lot

Attitudes • Perception of car brands

• Knowledge about cars in

general

• Motivation to buy used or

new

Segmentation 4. Segmentation

should: • Explain key differences you’ve

observed among users

• Be different enough from each

other

• Feel like real people

• Be described quickly

• Cover all users

• Clearly affect decision making

Create Rich Personas 5.

A real name

Photo

Quote

Compelling back story

User goals

Personal information

Behaviors

Scenarios

Create Rich Personas 5.

Does the persona sound like a real person?

Is the back story compelling, does it provoke empathy?

Are goals and attributes highlighted in a bulleted list?

Will the persona enable design, feature and

functionality decisions?

Is the persona usable in format with critical information easy to scan?

Does the persona look professional, an important element in the design process?

Checklist for Good Personas:

Complete Persona 5.

SOURCED FROM

• Analytics

• Secondary research

• CRM data

• User interview/Survey IDEAL

PERSONA

What user is

worth

What user

does

What user says

SOURCED FROM

• User interview/Survey

• Social listening

• Customer service logs

SOURCED FROM

• Purchase history

• Segmentation

• CRM data

• Demographics

Prioritize 6.

PRIMARY

The users of the product who are

its main focus or are the highest

value to the business. The

product design will be optimized

for them. At least one persona

must be a primary persona.

UNIMPORTANT

Low-priority users, including infrequent,

unauthorized or unskilled users.

AFFECTED

They don’t use the product themselves,

but are affected by it (i.e. the spouse of

someone using a travel Website to plan

a trip).

EXCLUSIONARY

Someone we’re not designing for.

SECONDARY

Users who also use the product.

We will satisfy them when we

can.

So, we’ve got personas. Now what?

Let’s put them to

use!

User experience

Design

Features and

functionality

decisions

Content

Sitecore

User Experience 1.

Make informed

decisions on the

site architecture

Understand what

users need from the

site

Know what functions

the site should

offer (and

shouldn’t)

Prioritize the

features and

content for each

wireframe

Design 2.

Focus the design team on what matters most to users

Help build empathy and connection to users

Visualize how users will interact with the site

Address special needs for contrast, type size and accessibility

Inform design of dynamic content that needs to be targeted to each persona

Features and Functionality 3.

Focus budget and timeline on the most important features and functionality for users

Prioritize development phases and feature sets

Clarity on goals helps contain scope

Provides a tool for gathering project requirements

Content 4.

Build an informed content

strategy

Understand which content

to target to each persona

Know what types of

content users will

respond to (video vs.

text) and how they access

that content (site vs.

mobile or both)

Inform the “voice” of the

brand that users will

respond to best

… and of course, getting the most from Sitecore’s platform.

Thank you. @BETHBADER

LinkedIn.com/in/baderbeth

Director, User Experience, VML

VML.com

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Why use Personas in real time?

Lars Birkholm Petersen E: [email protected]

T: @LarsBirkholm

www.sitecore.net

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The Age of the Customer

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But still most websites anno 2013

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Static websites are

BAD Customer Experiences

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It’s a cross channel World

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The Persona come alive

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The Mechanics

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The Mechanics - Personas

Ann Decided Traveller

Hank Undecided Traveller

John Business Traveller

Sonia Comfort Traveller

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The Mechanics – Segmentation by Relevance

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No clicks

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1st click – is there a preference?

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2nd click – is there a pattern?

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3rd click – Yes there is a pattern!

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The Mechanics

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Using Personas on the Website

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Sitecore Digital Relevancy Map

Research Compare Decision

Hank

Touch Points: Touch Points: Touch Points:

Intent: Intent: Intent:

Persuasive content needed: Persuasive content needed: Persuasive content needed:

Desired Action: Desired Action: Desired Action:

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How to get started?

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www.sitecore.net/cxmaturitymodel

Case Study: Pioneer Financial

SITUATION Pioneer Services, a loan provider for

active military personnel, asked VML

to help restore some order in its

digital life, bring together eight

separate sites and additional

microsites to enhance SEO

performance and increase

conversions from visits to loan

applications.

SOLUTION

Based on Pioneer’s highly mobile

personas, VML helped Pioneer

create one site presence on a

Sitecore CMS, utilizing an adaptive

design that would render

seamlessly, regardless of device

— computer, tablet or smart

phone.

POWER OF PERSONAS AND

SITECORE

Key efforts were focused on

improving the loan application

process and developing a more

robust, content strategy that fit

the needs of the design

personas and Sitecore’s

capabilities to deliver a targeted

user experience.

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Thank you for joining us!

Your questions are important to us! If you

have a question for either of our presenters,

please feel free to contact them:

• Beth Bader: @BethBader

• Lars Petersen: [email protected]

We will email you links to the video recording and

PPT presentation within a couple of days.

Learn more with our educational resources: visit

www.sitecore.net/resources for white papers,

eBooks, videos and beyond.

http://www.sitecore.net/resources

http://www.sitecore.net/resources

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