A DIY Customer led activity. How sticky notes, highlighters, printer (A3 Colour) and a handful of customers can help meet the needs of your customers.

1. A DIY Customer led activity.
How sticky notes, highlighters, printer (A3
Colour) and a handful of customers can
help meet the needs of your customers
Digital Transformation Australia

2. What does customer centric mean?
I would argue:
A shift in the decision making process
from traditional stakeholders to the
people who use the
product / service

3. Introducing
Content Prioritisation Guide
A simple cost effective customer research tool
(Takes 45 minutes per participant, and designed to be easy
to facilitate)
Helps solve ‘what content is really relevant to my customers?’
Results build internal or external ‘Briefs’ (SEM, SEO,Copy
Creative etc)
Flexible, and can be scaled to build a customer centric website
Effective first step in understanding your customer needs

4. Origins
Making a website for a financial service product
190 pages of existing product content (brochure, info packs,
presentations etc)
It would take 6 1/2 hours to read all the content
We needed to find what information could convert a lead in 10
seconds
(10 seconds is the average bounce time on site)

5. Session preparations
If new product (Competitor websites/brochures)
If existing but new to digital (Existing product information)
If existing digital (Existing website pages)
Between internal stakeholders, refine
the testing material down to;
MIN 25 Pages
MAX 50 Pages

6. Step 1 - Introductions
(5 minutes)
Introduce yourself’s
Set the tone
Explain why you are running this session
Explain how long it will take
Ensure this is acceptable for them
Explain the method of reimbursement if applicable
“Do you mind if we voice record this session? It’s
purely for note taking purposes”
Take notes on
estimated age & sex
“We just have a few questions to start with”
Q1. Determine type {SEGMMENT}
(If you know, don’t have to ask, just note)
Q2. Do you have experience with previous {YOUR
BRAND}?
If so please explain.
If yes, how did you find information about the product?
Q3. How do you currently find information about
{PRODUCT CATEGORY}
(I.e Conferences, Internet, company e-newsletter, forums etc)
Q4. What products are you currently looking for in the
{PRODUCT CATEGORY}?
Step 2 - A few questions
(10 minutes)

7. Step 3 - Map selected pages to axis
(20 minutes)
Relevance
Clarity and simplicity
These pages will make it to the next round
LowHigh
High
Low

8. Step 4 - Highlight key details
(10 minutes)

9. Step 5 - Three red dots
(5-10 minutes)

10. Analysis
Look for ‘trends’ and ‘patterns’
in the insights
We were looking for layout
conventions, and specific high
value words, and sentences

11. An example of the insights gained from one segment
(6-8 participants)

12. Blueprint based on insights
Tax effective investments
Investment bonds are a tax paid investment, similar to superannuation but without limits to how much you
can contribute, and there are no restrictions on withdrawals. The investment bond pays tax on your behalf
capped at the corporate rate (currently 30%). After you have owned the bond for 10 years, you can
generally withdraw all or part of the proceeds free from any further tax assessment.
Investment bonds can be used for:
• Tax effective income streams
• Longer term wealth creation
• Wealth transfer and solutions
• Improved tax efficiency with Family Trusts
• An alternative or supplement to superannuation
Home Products About Us Forms & Downloads Contact usMedia
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Type of offering
Contributions
Who can invest?
Can the student/life
insured be changed?
Withdrawls
Estate Planning
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Investment options
Funeral Bond
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###### Investments
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View full product information
Features and Benefits
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Features and Benefits
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Features and Benefits
####### Bond
The FuneralPlan Bond is a simple, safe and effective
way to put money aside and accumulate funds to help
meet the cost of funeral expenses. The FuneralPlan
Bond is capital guaranteed by Lifeplan and has valuable
tax and social security advantages.
View full product information
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13. Multi segment analysis results
FEATURE
SEGMENT 1 SEGMENT 2 SEGMENT 2 SEGMENT 4
Trends analysis grid
Working(ACC) Retiring(TTR) RPage title
Fees and costs (General)
Taxation
Making contribution
Your stage life
Cbus calculators
Consolidate your super
Manage your account online
Superannuation
Member benefits
Financial planners
Planning for retirement
Transition to retirement
Competitor home page (Layout)
Products
Competitor homepage (Content)
Super investment option
Case study
Super investment option performance
Fees and costs (Self manage)
Income stream investment option performance
Pension
Advice over the phone
Super income stream
Manage your income stream online
A tax-effective income
How a retirement income account works
Get help with administration
Get help with administration_opening hours
Extra benefits
Join as an employer
Why choose MTAA Super?
Get help with administration_phone number
Real example

14. The competitive grid
Homepages
Landing
pages
Lead gen
forms
Competitors (based on market share)

15. Thank you!
For a copy of the presentation,
and Content Prioritisation
Guide
check the prismatik.com.au in
the coming days
Or
email
michael@prismatik.com.au