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Audrey Liehn & Stephan Kochen
02.10.2018
Service Experience Camp 2018
Create B2B Persona
Networks to Empathize
with Companies

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

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B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 3

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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.
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.
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.
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B2B Services Have More than one User-Type
B2C – Services
(Business to Customer)
B2B – Services
(Business to Business) 7

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Challenges of B2B Service Design
• High complexity due to different
User-Types
• Interrelations between User-Types
• Company sizes and structures differ
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B2B – Services
(Business to Business)

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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

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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

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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

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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

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B2B Company Personas | @si_labs | @au_drey_ln | @stephankochen 13
Team presentation!

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bit.ly/SI-Labs-Template
bit.ly/SI-Labs-Article
Questions?
Comments?
Feedback!