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Create B2B Persona Networks to Empathize with Companies / Audrey Liehn & Stephan Kochen

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This is Audrey Liehn’s and Stephan Kochen's presentation from Service Experience Camp 2018 on creating B2B Persona Networks to Empathize with Companies

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Create B2B Persona Networks to Empathize with Companies / Audrey Liehn & Stephan Kochen

  1. 1. Audrey Liehn & Stephan Kochen 02.10.2018 Service Experience Camp 2018 Create B2B Persona Networks to Empathize with Companies
  2. 2. Welcome to our Open Session! B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 2 Audrey Liehn Service Designer @au_drey_ln Stephan Kochen Business Designer @stephankochen
  3. 3. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 3
  4. 4. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 4 Create B2B Persona Networks to Empathize with Companies Experience in working with personas? Experience in creating B2B services? Which B2B services do you use at your work place? bit.ly/SI-Labs-Template bit.ly/SI-Labs-Article
  5. 5. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 5 SERVICE DESIGN ASSUMED CONTENT ADVISORY You will learn about the framework of B2B company personas. Be aware that your personas will be based on assumptions. In real life, please validate your personas by research.
  6. 6. B2C vs. B2B Services B2C – Services (Business to Customer) B2B – Services (Business to Business) B2B services are services dedicated to help companies and its employees to do a better job. B2C services are services made for private persons to get jobs and tasks done in their personal context. 6
  7. 7. B2B Services Have More than one User-Type B2C – Services (Business to Customer) B2B – Services (Business to Business) 7
  8. 8. Challenges of B2B Service Design • High complexity due to different User-Types • Interrelations between User-Types • Company sizes and structures differ 8 B2B – Services (Business to Business)
  9. 9. Why Company Personas? B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 9 - Gain empathy with companies - Define the deciding characteristics of your target group and early adopters - Use as a starting point for vivid People Personas
  10. 10. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 10 - Gather in your team according to the color of your post-it! - Which kind of company would need your service? - Create a Company Persona (use what‘s there ;) ) #1 Company Persona 10min
  11. 11. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 11 Why B2B Persona Networks? - Get a vivid image of your user-types to gain empathy - Understand the relationships of your user-types with their company - Map the interrelations between the user- types - Create a common definition of your user groups for the whole team
  12. 12. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 12 - Create B2B People Personas for different user types (decision maker, admin, user?) - Think about how your user-types interrelate and influence each other. #2 Persona Networks 10min
  13. 13. B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 13 Team presentation!
  14. 14. 14 bit.ly/SI-Labs-Template bit.ly/SI-Labs-Article Questions? Comments? Feedback!

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