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Why your digital strategy needs personas
- 3. @klbennett _ WHY YOUR DIGITAL STRATEGY NEEDS PERSONAS
- 4. @klbennett _ NOT ALL OF YOUR CUSTOMERS ARE THE SAME
- 5. @klbennett _
- 6. @klbennett _ BUT THEY ARE STILL YOUR CUSTOMERS
- 7. @klbennett _
- 11. @klbennett _ WHAT DO WE WANT? vs. WHAT DO THEY WANT?
- 12. @klbennett _ IMAGINE THE CHALLENGE OF MAKING A CONSUMER SITE ABOUT PAINT MORE ENGAGING
- 13. @klbennett _
- 15. @klbennett _ DULUX POSITIONING STATEMENT: “The online destination for colour scheming & visualisation to help you achieve your individual style in the comfort of your own home” A USER-CENTERED APPROACH =
- 16. @klbennett _ WEBSITE GOALS: • Increase organic traffic from 1 million per annum to 3.5 million • Drive at least 12% of visitors to convert (either by ordering a swatch or placing an order)
- 18. @klbennett _ TARGET AUDIENCE FOR A USER-CENTERED DESIGN: • Adventurous women 25-44 • Lack of confidence • Gap in inspiration (TV & DIY) • Colours & colour combining is key • Help & guidance • Social • 12 month decorating cycle
- 19. @klbennett _ THIRD PHASE: DEVELOPING THE PERSONAS
- 20. @klbennett _ PENNY • Aged 27 • Sales assistant (cosmetics department of a large store) • Just bought 1st flat with her boyfriend • Loves to visit handbag.com • Favourite colour is pink • Topshop is her favourite shop • Loves to socialise with friends • Enjoys eating pizza “I’ve got loads of enthusiasm, I just don’t know where to start” JANE “I want to re-decorate, I just don’t have the time” • Aged 37 • Has a husband • Mum to two children • Lives in Manchester • Part time PR consultant
- 21. @klbennett _ FOURTH PHASE: COMBINING PERSONAS WITH CUSTOMER JOURNEYS
- 25. @klbennett _ NEW CUSTOMER: INSPIRATION DECORATING ADVICE EXISTING CUSTOMER: PURCHASE (BRAND LOYALTY)
- 26. @klbennett _ DULUX HAVE CREATED A SITE THAT IS APPEALING AND RELEVANT FOR THEIR AUDIENCE
- 27. @klbennett _ BACK TO PERSONAS, HOW DO YOU DEFINE THEM?
- 28. @klbennett _ COLLECTING DATA IS ABOUT CONTACT WITH YOUR CUSTOMER OR PROSPECT. THE MORE MATERIAL THE BETTER!
- 29. @klbennett _ START BY TALKING TO THEM GATHER INFORMATION ON YOUR IDEAL CUSTOMERS: INTERVIEW THEM CALL THEM USE SURVEYS
- 30. @klbennett _ BUILD PERSONAL ATTRIBUTES INTO PERSONAS DEMOGRAPHICS PSYCHOGRAPHIC WEBOGRAPHICS
- 31. @klbennett _ ANALYTICS HELP TOO! • Website analytics • Speak to your sales team • Customer feedback • Social media analytics • Data from contact forms
- 32. @klbennett _ JESSICA • Recruitment Consultant • 26 years old • Single mother • Dog lover • Lives in London • Recruitment consultant for a recruitment firm (£35,000) • Binge watches breaking bad PAUL • Landscape Gardner • 58 years old • Recently divorced • Lives in a 2 bed flat in london • Loves Game of Thrones • Reads a lot FOCUS ON TWO OR MORE PERSONAS
- 33. @klbennett _ DEFINE YOUR PERSONAS AS A HYPOTHESIS OF REAL PEOPLE
- 34. @klbennett _ TO HELP YOU GET INSIDE THEIR HEAD, FIND YOUR KILLER DIGITAL STRATEGY AND ULTIMATELY MARKET TO THEM BETTER THINK OF YOUR CUSTOMERS AS REAL PEOPLE
- 35. @klbennett _ THANK YOU FOR LISTENING ANY QUESTIONS?