11. 11
PAIN GAIN
H
E
A
R
S
E
E
THINK & FEEL
SAY & DO
Environment
Friends
Market
What friends say
What the boss says
What influencers say
Empathy Map
Attitude in public
Appearance
Behaviour towards others
What really counts
Major pre-occupations
Worries and aspirations
23. P O S T
PEOPLE OBJECTIVES STRATEGY TACTICS/
TECHNOLOGY
• Who are they?
• Needs
• Values
• Attitudes
• Distractions
• Influences
• Environment
• Behaviours
• Mindset
• Demographics
• Media habits
• Technographics
• What do we want to
achieve?
• What do our tenants want to
achieve?
• What do our end
consumers want to
achieve?
• Where do they overlap?
• How will we achieve
this?
• How can we enable
our target audiences
to succeed?
• What is the value
exchange?
• What do successful
experiences look and
feel like?
• What are the tools of
engagement?
• What channel or
technology is right for
our strategy?
• What will resonate?
• How do we measure
and optimize?
Personas and Customer Journeys
help identify the P
24. The journey shapes digital
scenario design and user goals
24Source: Forrester Research
I don’t know you well enough to do a persona
Profile tells you about your customers
Personas help you make decisions Would this person like…
When you see a persona, you should immediately recognize them. You probably know someone who fits that bill.
Forrester research
Profile tells you about your customers
Would this perosn like… decision
Understand your content from the customers’ perspective.
Prioritize the most important needs of the most important customers.
Make content, design, and user experience decisions based on research insights.
Filter out personal biases of the marketing and creative staff.
Social listening can play a huge role
Teacher’s blogs and parent blogs
Once you have the data and the qualitative observations from ethnography, you can start your persona by
Customer experience matters like never before.
Partially because they just got used to it and partially because they’re reviews get seen by millions
More complex: multichannel, multi-device, mobile.
Consumers are demanding more bespoke, personalized and social interactions.
Forces us to create content that truly serves customers’ needs.