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. PERSONASHow 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 majestyand diversity of Africa throughsafe, unique, and customisedoutdoor 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=XBVXPYTzczUTuesday 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 FakePeopleTuesday 14 May 13
  9. 9. How did we decideon these Personas?Tuesday 14 May 13
  10. 10. Step 1 - Brainstorm allpossible User NeedsTuesday 14 May 13
  11. 11. Step 1 - Brainstorm allpossible User NeedsAdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialisingTuesday 14 May 13
  12. 12. Step 1 - Brainstorm allpossible User NeedsAdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialisingFamily activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing itTuesday 14 May 13
  13. 13. Step 2 - Identify needsthat are all users haveAdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for localassistanceInformation needImportance of socialisingFamily activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing itTuesday 14 May 13
  14. 14. Step 3 - Identify 5/6 needsthat differ for some usersAdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance ofsocialisingFamily activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing itTuesday 14 May 13
  15. 15. Record these on a slidingscale (“Travel Drivers”)Tuesday 14 May 13
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  21. 21. Which personas relevantto which brands?Tuesday 14 May 13
  22. 22. Why Personas?Understand our customer’s needsAttract customers with relevant contentImprove website messagingImprove website processesDeliver better serviceTuesday 14 May 13

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