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BUYER
PERSONAS &
CUSTOMER
JOURNEY
#Innovation Consultant @Talent Garden
# Start-ups and Growth Hacking
# Founder @Skillando Digital Volunteering
Filippo Sco...
🦶 My journey
Engineering Design Startup
Amyko
Startup
Whataform
Digital
Volunteer
Skillando
Faculty
Talent
Garden
Corporat...
🕒 Agenda
Buyer / Proto
personas Archetipi Personas
Best practice
Personas
Workshop
Empathy
mapping
Empathy map
Workshop
Cu...
Personas
💎 Chapter 1
👧 Personas
A persona is defined by its personal,
practical, and company-oriented
goals as well as by the relationship
with...
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👨 Archetipo
👧 Personas
Role based perspective
(put yourself in your
customer shoes)
👧 Personas
Engaging perspective
(the way we as humans
interact with other
people)
👧 Personas
Fiction based perspective
(the organization’s beliefs
about who is using their
product or service and what is
m...
Collection of data. In the
first step, you collect as
much knowledge about
the users as possible
You form a
hypothesis. Ba...
Hypothesis
💎 Chapter 2
🔦 Hypothesis
• who is the user?
• male / female
• age
• ral
• archetype
• preferred social network
• and more…
OPN(other people network)
🔦 Hypothesis
Quantitative
data(survey - desk research - CRM)
🔦 Hypothesis
The goal is
about learning
cheap!
🔦 Hypothesis
🔦 Hypothesis
🔦 Hypothesis
🔦 Hypothesis
Present and discuss
about single
findings
🔦 Hypothesis
Form a general idea
of the various users
within the focus
area of the project
🔦 Hypothesis
Clusters
common
details
🔦 Hypothesis
Hypothesis
validation/
rejection
🔦 Hypothesis
User interviews
(qualitative)
🎤 Interviews
Risorse per interviste
utente: link
🎤 Interviews
Decide the final
personas to run the
experiment
✌ Define
Dotmocracy /
mash up
✌ Define
User Stories
(design the scenario)
🎬 User stories
•Extremely rich person
•Born in 1948
•Male
•Grow up in uk
•Famous person
•Two kids
•Dog lover
🎬 User stories
🎬 User stories
As a (user type)
I want to (action/feature)
So that (goal)
🎬 User stories
As a runner
I want to track the miles i run each day
so that I can have a good
understanding of how much I have
exercised
...
User story mapping is a great agile
technique which helps product owners
visualize the bigger picture while keeping
all us...
User stories are a technique used to
describe the requirements of a digital
service from a user perspective (in contrast
w...
🎬 User stories
🎬 User Stories
•Storiesonboard: link
•Featuremap: link
•Trello: link al template
•Mural: link al template
Playbook
📓 Collect
🕒 Al lavoro!
Mural
Workspace
Empathymap
💎 Chapter 2
💭 Empathy map
Che cosa pensa e prova?
Cercare di descrivere ciò che è nella mente del cliente
• Che cosa conta davvero per lui (e cosa n...
Che cosa pensa e prova?
Cercare di descrivere ciò che è nella mente del cliente
• Che cosa conta davvero per lui (e cosa n...
💭 Empathy map
Sofferenza
• Quali sono le sue
frustrazioni?
• Che cosa ostacola i suoi
desideri e necessità?
• Quali rischi...
🕒 Al lavoro!
Mural
Workspace
CustomerJourney
💎 Chapter 3
🧳 Customer Journey
Customer Journeys describe the
path of sequential steps and
interactions that a customer
goes through w...
🧳 Customer Journey
A common end-to-end customer
journey represents all the interactions in
between a customer being comple...
🧳 Customer Journey
The purpose of evaluating and mapping
the customer journey is to find out more
about consumer behavior....
🧳 Customer Journey
The 5 A's of the end-to-end
Customer Journey
• Awareness
• Acquisition
• Adoption
• Assimilation
• Advo...
🧳 Customer Journey
Awareness
This stage covers the needs identification and
the beginnings of a search for a general
solut...
🧳 Customer Journey
Acquisition
In this stage the prospect becomes to actively
consider, try out and ultimately acquire or
...
🧳 Customer Journey
Adoption
In this stage a customer gains initial success
and value from the acquired product or service,...
🧳 Customer Journey
Assimilation
In this stage the customer becomes loyal
through regular usage and value gained over
time....
🧳 Customer Journey
Advocacy
Finally, in this stage the customer becomes an
advocate and defender of the company,
referring...
Activation
(Vicinanza con l’utente)
Awareness
(Content discovery,
consumption, nurturing)
Retention
(Consideration)
ROI
(C...
Activation
Awareness
Retention
(Consideration)
ROI (Conversion)
Referral
Attenzione
Attrazione
Resurrection
🧳 Customer Jou...
Triggers
💎 Chapter 4
From trial to purchase:
modello della freemium
economy
💎 Trigger 1
💎 Trigger 1
Autostima: si, anche tu
saresti in grado di…
💎 Trigger 2
💎 Trigger 2
Versione migliore di se
stessi: percezione di
rinnovamento
💎 Trigger 3
💎 Trigger 3
Novità, special edition,
limited edition
💎 Trigger 4
💎 Trigger 4
Euristiche
comportamentali :
cervello rettiliano
💎 Trigger 5
💎 Trigger 5
Misterioso, scarso,
esclusivo, elitario
💎 Trigger 6
💎 Trigger 6
Urgenza: ho più paura di
perdere qualcosa
rispetto al guadagno
che otterrei
possedendola
💎 Trigger 6
💎 Trigger 6
Paura: di non essere
accettati, di non essere
abbastanza…
💎 Trigger 7
💎 Trigger 7
Credibilità, trust,
opinioni altrui
💎 Trigger 9
💎 Trigger 9
Status: appartenenza ad
un gruppo esclusivo,
lista di attesa
💎 Trigger 10
💎 Trigger 10
Emozione, immagini
evocative, wow
💎 Trigger 11
💎 Trigger 11
Inclusione: membro di
una community
piuttosto che cliente di
qualcuno
💎 Trigger 12
💎 Trigger 12
Toolsand
frameworks
💎 Chapter 5
👧 Tools
•UXpressia: link
•Sticktail: link
•Xtensio: link
•Userforge: link
🕒 Al lavoro!
Mural
Workspace
✏ Keep in touch
Scrivimi
👋 That’s all folks: hello@filipposcorza.com
Buyer personas & Customer journey
Buyer personas & Customer journey
Buyer personas & Customer journey
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Buyer personas & Customer journey

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A persona is defined by its personal, practical, and company-oriented goals as well as by the relationship with the product to be designed, the emotions of the persona when using the product, and the goals of the persona in using it.

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Buyer personas & Customer journey

  1. 1. BUYER PERSONAS & CUSTOMER JOURNEY
  2. 2. #Innovation Consultant @Talent Garden # Start-ups and Growth Hacking # Founder @Skillando Digital Volunteering Filippo Scorza
  3. 3. 🦶 My journey Engineering Design Startup Amyko Startup Whataform Digital Volunteer Skillando Faculty Talent Garden Corporate Innovation Molti side projects - Blogging @filipposcorza.com
  4. 4. 🕒 Agenda Buyer / Proto personas Archetipi Personas Best practice Personas Workshop Empathy mapping Empathy map Workshop Customer journey Customer journey Workshop
  5. 5. Personas 💎 Chapter 1
  6. 6. 👧 Personas A persona is defined by its personal, practical, and company-oriented goals as well as by the relationship with the product to be designed, the emotions of the persona when using the product, and the goals of the persona in using it.
  7. 7. 👨 Archetipo
  8. 8. 👨 Archetipo
  9. 9. 👨 Archetipo
  10. 10. 👨 Archetipo
  11. 11. 👨 Archetipo
  12. 12. 👨 Archetipo
  13. 13. 👨 Archetipo
  14. 14. 👨 Archetipo
  15. 15. 👨 Archetipo
  16. 16. 👨 Archetipo
  17. 17. 👨 Archetipo
  18. 18. 👨 Archetipo
  19. 19. 👨 Archetipo
  20. 20. 👧 Personas Role based perspective (put yourself in your customer shoes)
  21. 21. 👧 Personas Engaging perspective (the way we as humans interact with other people)
  22. 22. 👧 Personas Fiction based perspective (the organization’s beliefs about who is using their product or service and what is motivating them to do so)
  23. 23. Collection of data. In the first step, you collect as much knowledge about the users as possible You form a hypothesis. Based on the first data collection, you form a general idea of the various users within the focus area of the project In this step, the goal is to support or reject the first hypothesis about the differences between the users. This happens by confronting project participants with the hypothesis and comparing it to existing knowledge. In this step, you decide the final number of personas You prepare situations.  The method is directed at creating scenarios that describe solutions Acceptance is obtained from the organization. This means that as many as possible should participate in the development of the personas and that it is important to obtain the acceptance of the participants of the various steps. 👧 Personas: how to
  24. 24. Hypothesis 💎 Chapter 2
  25. 25. 🔦 Hypothesis • who is the user? • male / female • age • ral • archetype • preferred social network • and more…
  26. 26. OPN(other people network) 🔦 Hypothesis
  27. 27. Quantitative data(survey - desk research - CRM) 🔦 Hypothesis
  28. 28. The goal is about learning cheap! 🔦 Hypothesis
  29. 29. 🔦 Hypothesis
  30. 30. 🔦 Hypothesis
  31. 31. 🔦 Hypothesis
  32. 32. Present and discuss about single findings 🔦 Hypothesis
  33. 33. Form a general idea of the various users within the focus area of the project 🔦 Hypothesis
  34. 34. Clusters common details 🔦 Hypothesis
  35. 35. Hypothesis validation/ rejection 🔦 Hypothesis
  36. 36. User interviews (qualitative) 🎤 Interviews
  37. 37. Risorse per interviste utente: link 🎤 Interviews
  38. 38. Decide the final personas to run the experiment ✌ Define
  39. 39. Dotmocracy / mash up ✌ Define
  40. 40. User Stories (design the scenario) 🎬 User stories
  41. 41. •Extremely rich person •Born in 1948 •Male •Grow up in uk •Famous person •Two kids •Dog lover 🎬 User stories
  42. 42. 🎬 User stories
  43. 43. As a (user type) I want to (action/feature) So that (goal) 🎬 User stories
  44. 44. As a runner I want to track the miles i run each day so that I can have a good understanding of how much I have exercised 🎬 User stories
  45. 45. User story mapping is a great agile technique which helps product owners visualize the bigger picture while keeping all user story elements in perspective. 🎬 User stories
  46. 46. User stories are a technique used to describe the requirements of a digital service from a user perspective (in contrast with product-based requirement documents) 🎬 User stories
  47. 47. 🎬 User stories
  48. 48. 🎬 User Stories •Storiesonboard: link •Featuremap: link •Trello: link al template •Mural: link al template
  49. 49. Playbook 📓 Collect
  50. 50. 🕒 Al lavoro! Mural Workspace
  51. 51. Empathymap 💎 Chapter 2
  52. 52. 💭 Empathy map
  53. 53. Che cosa pensa e prova? Cercare di descrivere ciò che è nella mente del cliente • Che cosa conta davvero per lui (e cosa non dice)? • Che cosa lo motiva? Quali sono le sue emozioni? • Quali sono i suoi sogni e le sue aspirazioni? • Quali sono le sue preoccupazioni? Cosa lo tiene sveglio la notte? Che cosa sente? Descrivere ciò che il cliente sente nel suo ambiente • Che cosa dicono i suoi amici e familiari? • Cosa si dice nel suo ambiente professionale? • Chi sono i suoi principali influencer? • Com’è influenzato? Attraverso quali mezzi? 💭 Empathy map
  54. 54. Che cosa pensa e prova? Cercare di descrivere ciò che è nella mente del cliente • Che cosa conta davvero per lui (e cosa non dice)? • Che cosa lo motiva? Quali sono le sue emozioni? • Quali sono i suoi sogni e le sue aspirazioni? • Quali sono le sue preoccupazioni? Cosa lo tiene sveglio la notte? Che cosa sente? Descrivere ciò che il cliente sente nel suo ambiente • Che cosa dicono i suoi amici e familiari? • Cosa si dice nel suo ambiente professionale? • Chi sono i suoi principali influencer? • Com’è influenzato? Attraverso quali mezzi? 💭 Empathy map Che cosa dice? Cercare di descrivere ciò che direbbe in pubblico • Come dice in pubblico? • Qual è il suo atteggiamento? • Quali sono le differenze tra quello che dice e quello che pensa? Cosa fa? Descrivere ciò che il cliente sente nel suo ambiente • Come si comporta in pubblico? • Qual’è il suo atteggiamento? • Ci sono differenze tra quello che dice e quello che fa?
  55. 55. 💭 Empathy map Sofferenza • Quali sono le sue frustrazioni? • Che cosa ostacola i suoi desideri e necessità? • Quali rischi ha paura di affrontare? Guadagno • Cosa vuole veramente? • Come misura il suo successo? • Pensa alle strategie che potrebbe adottare per raggiungere i propri scopi
  56. 56. 🕒 Al lavoro! Mural Workspace
  57. 57. CustomerJourney 💎 Chapter 3
  58. 58. 🧳 Customer Journey Customer Journeys describe the path of sequential steps and interactions that a customer goes through with a company, product and/or service
  59. 59. 🧳 Customer Journey A common end-to-end customer journey represents all the interactions in between a customer being completely unaware of a company through becoming aware, investigating it, buying it, using and assimilating it, through to becoming an advocate - telling others that they should buy it and use it too.
  60. 60. 🧳 Customer Journey The purpose of evaluating and mapping the customer journey is to find out more about consumer behavior. The customer journey can therefore be better designed, leading to an increase in the conversion rate. The relationship between different touchpoints can also be analyzed.
  61. 61. 🧳 Customer Journey The 5 A's of the end-to-end Customer Journey • Awareness • Acquisition • Adoption • Assimilation • Advocacy
  62. 62. 🧳 Customer Journey Awareness This stage covers the needs identification and the beginnings of a search for a general solution to that need, as well as becoming aware of the product, service and/or company.
  63. 63. 🧳 Customer Journey Acquisition In this stage the prospect becomes to actively consider, try out and ultimately acquire or purchase a product or service.
  64. 64. 🧳 Customer Journey Adoption In this stage a customer gains initial success and value from the acquired product or service, getting the desired jobs done.
  65. 65. 🧳 Customer Journey Assimilation In this stage the customer becomes loyal through regular usage and value gained over time. The use of the product or service becomes second nature, to the point that they couldn't imagine doing it another way and it would be painful to lose the product or service.
  66. 66. 🧳 Customer Journey Advocacy Finally, in this stage the customer becomes an advocate and defender of the company, referring the company, product or service to others. This could also include creating and sharing content about the company, aiding other users on help forums, and sharing their positive experiences on public forums.
  67. 67. Activation (Vicinanza con l’utente) Awareness (Content discovery, consumption, nurturing) Retention (Consideration) ROI (Conversion) Referral (Customer satisfaction) 🧳 Customer Journey
  68. 68. Activation Awareness Retention (Consideration) ROI (Conversion) Referral Attenzione Attrazione Resurrection 🧳 Customer Journey
  69. 69. Triggers 💎 Chapter 4
  70. 70. From trial to purchase: modello della freemium economy 💎 Trigger 1
  71. 71. 💎 Trigger 1
  72. 72. Autostima: si, anche tu saresti in grado di… 💎 Trigger 2
  73. 73. 💎 Trigger 2
  74. 74. Versione migliore di se stessi: percezione di rinnovamento 💎 Trigger 3
  75. 75. 💎 Trigger 3
  76. 76. Novità, special edition, limited edition 💎 Trigger 4
  77. 77. 💎 Trigger 4
  78. 78. Euristiche comportamentali : cervello rettiliano 💎 Trigger 5
  79. 79. 💎 Trigger 5
  80. 80. Misterioso, scarso, esclusivo, elitario 💎 Trigger 6
  81. 81. 💎 Trigger 6
  82. 82. Urgenza: ho più paura di perdere qualcosa rispetto al guadagno che otterrei possedendola 💎 Trigger 6
  83. 83. 💎 Trigger 6
  84. 84. Paura: di non essere accettati, di non essere abbastanza… 💎 Trigger 7
  85. 85. 💎 Trigger 7
  86. 86. Credibilità, trust, opinioni altrui 💎 Trigger 9
  87. 87. 💎 Trigger 9
  88. 88. Status: appartenenza ad un gruppo esclusivo, lista di attesa 💎 Trigger 10
  89. 89. 💎 Trigger 10
  90. 90. Emozione, immagini evocative, wow 💎 Trigger 11
  91. 91. 💎 Trigger 11
  92. 92. Inclusione: membro di una community piuttosto che cliente di qualcuno 💎 Trigger 12
  93. 93. 💎 Trigger 12
  94. 94. Toolsand frameworks 💎 Chapter 5
  95. 95. 👧 Tools •UXpressia: link •Sticktail: link •Xtensio: link •Userforge: link
  96. 96. 🕒 Al lavoro! Mural Workspace
  97. 97. ✏ Keep in touch Scrivimi
  98. 98. 👋 That’s all folks: hello@filipposcorza.com

A persona is defined by its personal, practical, and company-oriented goals as well as by the relationship with the product to be designed, the emotions of the persona when using the product, and the goals of the persona in using it.

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