This document discusses personas and value propositions. It explains that personas represent target customer groups through fictional archetypes rather than real people. The document provides examples of how to construct effective personas including attributes like codename, demographics, user stories, and touchpoints. It also explains that a value proposition is a promise of what value a product delivers by solving customer problems and benefits. Examples are given of Twitter and Pinterest's clear value propositions. Researching personas through customer interviews is recommended to validate and refine them.

1. PERSONAS and
VALUE PROPOSITION
by NINA JURCIC
MONEY, MONEY, MONEY W$2014 | INTERACTIVE MEDIA DESIGN
FH AACHEN

2. KEYWORDS
PERSONAS, VALUE PROPOSITION, MARKET
SEGMENTATION, TARGET MARKET,
DEMOGRAPHICS, ENGAGEMENT INSIGHTS,
TOUCHPOINTS, CHANNELS, CONVERSION

3. PERSONA

4. 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.

5. PERSONA
CAN YOU IMAGINE A REAL PERSON USING
YOUR PRODUCT?
WHO ARE YOU DESIGNING YOUR PRODUCT
FOR?
DO YOU UNDERSTAND YOUR USER?

10. WHY PERSONAS?
MARKETING BUDGET IS LIMITED
WHICH 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?

11. PERSONA BUCKET LIST
CODENAME
SUBSEGMENTS (IF ANY)
DEMOGRAPHICS
USER STORY
USE CASE
ENGAGEMENT INSIGHTS
WHY DO YOU NEED THEM?
TOUCHPOINTS

12. 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.

13. DEMOGRAPHICS
INCLUDE AGE GROUP, GENDER, EDUCATION,
OCCUPATION, HOUSEHOLD INCOME, RACE OR
ETHNICITY (IF RELEVANT)

14. 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?

15. 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?

16. 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?

17. 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?

18. 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?

19. PERSONAEXAMPLE
FORaTELECOM

20. 23 year old linguistics student from Germany
Belongs 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

21. CODENAME: Budget User
SUBSEGMENT: College student
DEMOGRAPHICS: 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...

22. VALIDATE/wRESEARCH

23. RESEARCH
CONDUCT AN INTERVIEW WITH PEOPLE THAT FIT
THE PERSONAS
DON’T REVEAL THE PRODUCT
DON’T ASK DIRECT QUESTIONS
DON’T MAKE THEM SAY THINGS YOU WOULD LIKE
TO HEAR
LET THEM TALK
DOCUMENT RESULTS AND UPDATE PERSONAS

24. NEXT STEPS
EXPERIENCE MAPPING
ORCHESTRATING TOUCHPOINTS
DEFINING THE USER JOURNEY
IDENTIFYING CHANNELS

25. RESULTS
COMMUNICATING THE RIGHT MESSAGE TO RIGHT
PEOPLE
CREATING BETTER CUSTOMER EXPERIENCE
BEATING THE COMPETITION
ENGAGING CUSTOMERS
OPTIMISING CONVERSION

26. VALUEPROPOSITION

27. 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.

28. 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?

29. VPEXAMPLES

30. 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.”

32. 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.

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

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

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

37. ADDWOW
ELIMINATEOOUCH

38. CONCLUSION
UNDERSTAND THE CUSTOMER TO DELIVER THE
BEST PRODUCT
UNDERSTAND CUSTOMER TO CRAFT THE RIGHT
MESSAGE
UNDERSTAND CUSTOMER TO USE THE BEST
CHANNEL TO DELIVER THE MESSAGE

39. RESOURCES
http://conversionxl.com/value-proposition-examples-how-to-create/#
http://www.slideshare.net/MikeGospe/crafting-the-persona
http://www.slideshare.net/ralph_poldervaart/how-to-build-a-persona?
next_slideshow=1

40. IMAGE SOURCES
http://braveux.com/wp-content/uploads/2014/08/albert-einstein-hd-wallpaper-iphone.jpg
https://twitter.com/
http://www.pinterest.com/
http://english.al-akhbar.com/sites/default/files/imagecache/6cols/photoblogs/830307-01-08.
jpg
http://feminismandreligion.files.wordpress.com/2012/07/img_1065-21.jpg
http://www.informatik.uni-oldenburg.de/~ingo/linuxmeeting-2003-09-26/IMG_2059.JPG
http://www.praha.eu/public/3b/c7/e/1436398_289576_turista_praha_ilustr.jpg

41. THANKYOU

42. FOLLOW@NINAYU