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How we created Customer Personas for our online travel brands

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How we created Customer Personas for our online travel brands

  1. 1. PERSONAS How did we ‘create’ them? Let’s meet them... Tuesday 14 May 13
  2. 2. DAG Goal? Tuesday 14 May 13
  3. 3. DAG Goal? To Help people enjoy the majesty and diversity of Africa through safe, unique, and customised outdoor experiences. Tuesday 14 May 13
  4. 4. Exceptional? Authentic? The Bieb... Tuesday 14 May 13
  5. 5. The Bieb... http://www.youtube.com/watch?v=XBVXPYTzczU Tuesday 14 May 13
  6. 6. What are Personas? Tuesday 14 May 13
  7. 7. What are Personas? Tuesday 14 May 13
  8. 8. What are Personas? Real Fake People Tuesday 14 May 13
  9. 9. How did we decide on these Personas? Tuesday 14 May 13
  10. 10. Step 1 - Brainstorm all possible User Needs Tuesday 14 May 13
  11. 11. Step 1 - Brainstorm all possible User Needs Adventurous Appetite for risk Need for trust Need for physical safety Price/Cost Need for customisation One stop Need for local assistance Information need Importance of socialising Tuesday 14 May 13
  12. 12. Step 1 - Brainstorm all possible User Needs Adventurous Appetite for risk Need for trust Need for physical safety Price/Cost Need for customisation One stop Need for local assistance Information need Importance of socialising Family activities Need for convenience Social responsibility Sense of accomplishment/ego Need for independence/ convenience Authenticity of experience Flexibility of experience Appetite for exploration Need for solitude Fixed schedule/flexible Need for comfort/roughing it Tuesday 14 May 13
  13. 13. Step 2 - Identify needs that are all users have Adventurous Appetite for risk Need for trust Need for physical safety Price/Cost Need for customisation One stop Need for local assistance Information need Importance of socialising Family activities Need for convenience Social responsibility Sense of accomplishment/ego Need for independence/ convenience Authenticity of experience Flexibility of experience Appetite for exploration Need for solitude Fixed schedule/flexible Need for comfort/roughing it Tuesday 14 May 13
  14. 14. Step 3 - Identify 5/6 needs that differ for some users Adventurous Appetite for risk Need for trust Need for physical safety Price/Cost Need for customisation One stop Need for local assistance Information need Importance of socialising Family activities Need for convenience Social responsibility Sense of accomplishment/ego Need for independence/ convenience Authenticity of experience Flexibility of experience Appetite for exploration Need for solitude Fixed schedule/flexible Need for comfort/roughing it Tuesday 14 May 13
  15. 15. Record these on a sliding scale (“Travel Drivers”) Tuesday 14 May 13
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  21. 21. Which personas relevant to which brands? Tuesday 14 May 13
  22. 22. Why Personas? Understand our customer’s needs Attract customers with relevant content Improve website messaging Improve website processes Deliver better service Tuesday 14 May 13

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