This document discusses the process of creating personas to represent different types of customers. It involves brainstorming all possible customer needs, identifying needs common to all customers versus those that differ, and using a sliding scale to show how needs vary. Potential personas are then developed based on combinations of needs. The goals of creating personas are to better understand customer needs, attract customers with relevant content and messaging, and improve the customer experience.

1. PERSONAS
How did we ‘create’ them?
Let’s meet them...
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2. DAG Goal?
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3. DAG Goal?
To Help people enjoy the majesty
and diversity of Africa through
safe, unique, and customised
outdoor experiences.
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4. Exceptional? Authentic?
The Bieb...
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5. The Bieb...
http://www.youtube.com/watch?v=XBVXPYTzczU
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6. What are Personas?
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7. What are Personas?
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8. What are Personas?
Real Fake
People
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9. How did we decide
on these Personas?
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10. Step 1 - Brainstorm all
possible User Needs
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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
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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
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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
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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
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15. Record these on a sliding
scale (“Travel Drivers”)
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21. Which personas relevant
to which brands?
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22. Why Personas?
Understand our customer’s needs
Attract customers with relevant content
Improve website messaging
Improve website processes
Deliver better service
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