Target Audience Analysis & Archetypes (Outdoor Technical Clothing)

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  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Gore Fabrics Global Web Visual Design Project January 25, 2006 Definition Phase :: Info Architecture & Design
  • Target Audience Analysis & Archetypes (Outdoor Technical Clothing)

    1. 1. User Profiling – Outdoors Technical Clothing Target Audience Analysis & Archetype Development Prepared by Marco Gervasio
    2. 2. Data Analysis
    3. 3. The Steps: Analysis + Comprehension <ul><li>Took advantage of the provided documents : (no specific order) </li></ul><ul><ul><li>Consumer profiles (in-store) </li></ul></ul><ul><ul><li>ABC Brand brief </li></ul></ul><ul><ul><li>XYZ Brand brief </li></ul></ul><ul><ul><li>Conceptual IA by IG: mental model + site logs </li></ul></ul><ul><ul><li>Demographics: EU + NA </li></ul></ul><ul><li>Selected layers of information that will help define the users. Note: it is not a precise science but it help make fair assumptions. A full investigative analysis was not utilized. </li></ul><ul><li>Created a selection matrix </li></ul><ul><li>Began identifying key users – High level profiles </li></ul>
    4. 4. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>In-store behavior
    5. 5. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>Newbie Status Seekers Opportunists Graduates Community Seekers Experts
    6. 6. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul><ul><li>Knowledge Level </li></ul><ul><ul><li>Acquired Information </li></ul></ul><ul><ul><li>Experience with gear </li></ul></ul><ul><ul><li>Brand + Competitors </li></ul></ul>Newbie Status Seekers Opportunists Graduates Community Seekers Experts
    7. 7. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>Specifics Maintain Facts / Details Compare / Evaluate Basics Understand Involvement Time + motivation Information Acquisition Small Great Newbie Transitional Expert Learning Curve Key Stages
    8. 8. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>Learning Curve Variations Involvement Time + motivation Information Acquisition Small Great
    9. 9. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul><ul><li>Knowledge Level </li></ul><ul><ul><li>Acquired Information </li></ul></ul><ul><ul><li>Experience with gear </li></ul></ul><ul><ul><li>Brand + Competitors </li></ul></ul><ul><li>In-store Behavior </li></ul><ul><ul><li>Applicable online </li></ul></ul><ul><ul><li>Highlight values/needs </li></ul></ul><ul><ul><li>Not an evolution scale </li></ul></ul>Newbie Status Seekers Opportunists Graduates Community Seekers Experts Upgraders
    10. 10. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul><ul><li>Knowledge Level </li></ul><ul><ul><li>Acquired Information </li></ul></ul><ul><ul><li>Experience with gear </li></ul></ul><ul><ul><li>Brand + Competitors </li></ul></ul><ul><li>In-store Behavior </li></ul><ul><ul><li>Applicable online </li></ul></ul><ul><ul><li>Highlight values/needs </li></ul></ul><ul><ul><li>Not an evolution scale </li></ul></ul><ul><ul><li>Strong in one category </li></ul></ul><ul><ul><li>Not all become experts </li></ul></ul>Newbie Status Seekers Opportunists Graduates Community Seekers Experts Upgraders
    11. 11. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul><ul><li>Knowledge Level </li></ul><ul><ul><li>Acquired Information </li></ul></ul><ul><ul><li>Experience with gear </li></ul></ul><ul><ul><li>Brand + Competitors </li></ul></ul><ul><li>In-store Behavior </li></ul><ul><ul><li>Applicable online </li></ul></ul><ul><ul><li>Highlight values/needs </li></ul></ul><ul><ul><li>Not an evolution scale </li></ul></ul><ul><ul><li>Strong in one category </li></ul></ul><ul><ul><li>Not all become experts </li></ul></ul><ul><li>Brand Loyalty </li></ul><ul><ul><li>Based on knowledge </li></ul></ul><ul><ul><li>Based on behavior </li></ul></ul>Newbie Status Seekers Opportunists Graduates Community Seekers Experts Upgraders Connection to the brand Low High
    12. 12. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    13. 13. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    14. 14. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers Athletes Outdoor Enthusiasts Aspirationals / Wannabes Status Seekers Gift Givers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    15. 15. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Activity Intensity </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Goals + needs differ </li></ul></ul>Athletes Outdoor Enthusiasts Aspirationals / Wannabes Status Seekers Gift Givers Activity Intensity <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    16. 16. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Activity Intensity </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Goals + needs differ </li></ul></ul><ul><li>Consumer Behavior </li></ul><ul><ul><li>Only one upgrader </li></ul></ul><ul><ul><li>New type: giver </li></ul></ul>Athletes Outdoor Enthusiasts Aspirationals / Wannabes Status Seekers Gift Givers Consumer behaviour <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    17. 17. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Activity Intensity </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Goals + needs differ </li></ul></ul><ul><li>Consumer Behavior </li></ul><ul><ul><li>Only one upgrader </li></ul></ul><ul><ul><li>New type: giver </li></ul></ul>Athletes Outdoor Enthusiasts Aspirationals / Wannabes Status Seekers Gift Giver Consumer behaviour Urbanites - non sporting Activity Intensity <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    18. 18. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>Activity Intensity The Layers Knowledge Acquired info + experience Small Great Wannabe Newbie Intermediate Knowledgeable Athlete Expert Low High <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    19. 19. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Activity Intensity </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Goals + needs differ </li></ul></ul><ul><li>Consumer Behavior </li></ul><ul><ul><li>Only one upgrader </li></ul></ul><ul><ul><li>New type: giver </li></ul></ul><ul><li>Key Targets </li></ul><ul><ul><li>Reassure + convince </li></ul></ul><ul><ul><li>2 key users: opposites </li></ul></ul><ul><ul><li>Core: not the unconditional fan </li></ul></ul>Athletes Outdoor Enthusiasts Aspirationals / Wannabes Status Seekers Gift Giver Urbanite Core More Don’t yet perceive value. Knowledgeable enthusiasts. <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul>
    20. 20. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    21. 21. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Did not really suggest consumer profiles </li></ul><ul><li>Segmentation based on shared values, interests, or qualities </li></ul><ul><ul><li>Performance oriented </li></ul></ul><ul><ul><li>Modern </li></ul></ul><ul><ul><li>Sophisticated </li></ul></ul><ul><ul><li>Flexible </li></ul></ul><ul><li>Comparing both briefs: common attributes </li></ul><ul><ul><li>Appreciates quality </li></ul></ul><ul><ul><li>Inspired by technical achievements </li></ul></ul><ul><ul><li>Open minded </li></ul></ul><ul><ul><li>Style conscious </li></ul></ul><ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    22. 22. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers Mental model Current site logs <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    23. 23. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers Mental Model - Consumer Lifecycle <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    24. 24. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers Cycle anatomy Mental Model - Consumer Lifecycle <ul><ul><li>Learning curve followed by an intention to buy </li></ul></ul><ul><ul><li>It is not complete consumer lifecycle </li></ul></ul><ul><ul><li>Suggest a novice profile in terms of knowledge </li></ul></ul><ul><ul><li>Does not represent all types of users, such as an expert or current owner. </li></ul></ul>What is ABC Brand? What can these products do for me? How will they work in my life? I want to buy products. <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    25. 25. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers Complete Consumer Lifecycle <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    26. 26. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers Complete Consumer Lifecycle The satisfied owner has a different mental model, set of needs and behavior. Give them reasons to come back : offer complete and inspiring shopping experience, inform about updates, etc. Relationship development stage. <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    27. 27. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Site logs: NA + EU </li></ul><ul><ul><li>Little information. </li></ul></ul><ul><ul><li>Indicates most popular section but no usage patterns. </li></ul></ul><ul><ul><li>Suggest more men visit the site </li></ul></ul><ul><ul><ul><li>Paths ratio: men’s sections by 3:1 </li></ul></ul></ul><ul><ul><ul><li>Difference with actual demographics </li></ul></ul></ul><ul><ul><li>Most visits are about products. </li></ul></ul><ul><ul><li>Technology had respectable amount of visits (= informing, educating) </li></ul></ul><ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul>
    28. 28. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul><ul><li>Wrap-up </li></ul><ul><ul><li>Note: overall document is a strong base. </li></ul></ul><ul><ul><li>No identification layers. </li></ul></ul><ul><ul><li>The complete consumer lifecycle tells us that there are different types of consumer profiles, therefore mental models. </li></ul></ul><ul><ul><li>Existing layers when combined will determine where the user is the cycle. </li></ul></ul>
    29. 29. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul><ul><li>NA + EU data </li></ul><ul><ul><li>The EU documents offered more details than NA </li></ul></ul><ul><ul><li>Highlights </li></ul></ul><ul><ul><ul><li>Gender : generally more men than women (57%, not a strong majority). Higher male ratio for XYZ Brand (almost 2:1). </li></ul></ul></ul><ul><ul><ul><li>Age : late Gen-X or 40 y.o. (XYZ Brand is younger: age, attitude) </li></ul></ul></ul><ul><ul><ul><li>Income : relatively high / ABC Brand owners are richer. </li></ul></ul></ul><ul><ul><ul><li>Activities : (EU only) </li></ul></ul></ul>ABC Brand XYZ Brand
    30. 30. The Documents <ul><li>Consumer profiles </li></ul><ul><li>ABC Brand® brief </li></ul><ul><li>XYZ Brand® brief </li></ul><ul><li>Conceptual IA </li></ul><ul><li>Demographics </li></ul>The Layers <ul><li>Knowledge </li></ul><ul><li>Consumer Behaviour </li></ul><ul><li>Loyalty </li></ul><ul><li>Activity Intensity </li></ul><ul><li>Target: core + more </li></ul><ul><li>Demographics </li></ul>
    31. 31. User types / Selection Matrix Knowledge of gear Information Seeking Behavior Novice / Transitional / Expert Consumer type Status Seeker / Opportunist / Graduate / Community Seeker Visitor type First time / Returning Intensity Interests in the Outdoor Urbanite / Wannabe / Enthusiast / Athlete Activity City / Snow sports / Cycling / Outdoor performance / More… Gender Demographics Man / Woman Age Up to 24 / 25-34 / 35-44 / 45-54 / 55 or more Salary Up to 39 / 40-59 / 60-79 / 80+ Groups Key targets Core / More Brand ABC Brand® / XYZ Brand® <ul><ul><li>What it is: </li></ul></ul><ul><ul><ul><li>A guide to help us identify user types </li></ul></ul></ul><ul><ul><ul><li>Will help define pertinent sets of goals and needs </li></ul></ul></ul><ul><ul><li>What it is NOT: </li></ul></ul><ul><ul><ul><li>Scientific </li></ul></ul></ul><ul><ul><ul><li>Does not include a typical investigation and thorough analysis </li></ul></ul></ul>
    32. 32. User types / Selection Matrix Knowledge of gear Information Seeking Behavior Novice / Transitional / Expert Consumer type Status Seeker / Opportunist / Graduate / Community Seeker Visitor type First time / Returning Intensity Interests in the Outdoor Urbanite / Wannabe / Enthusiast / Athlete Activity City / Snow sports / Cycling / Outdoor performance / More… Gender Demographics Man / Woman Age Up to 24 / 25-34 / 35-44 / 45-54 / 55 or more Salary Up to 39 / 40-59 / 60-79 / 80+ Groups Key targets Core / More Brand ABC Brand® / XYZ Brand® <ul><ul><li>Identify content objectives and types: </li></ul></ul><ul><ul><ul><li>Inform </li></ul></ul></ul><ul><ul><ul><li>Educate </li></ul></ul></ul><ul><ul><ul><li>Support </li></ul></ul></ul><ul><ul><ul><li>Inspire </li></ul></ul></ul><ul><ul><li>How much: </li></ul></ul><ul><ul><ul><li>Overviews </li></ul></ul></ul><ul><ul><ul><li>Details </li></ul></ul></ul><ul><ul><ul><li>Updates </li></ul></ul></ul>
    33. 33. User types / Selection Matrix Knowledge of gear Information Seeking Behavior Novice / Transitional / Expert Consumer type Status Seeker / Opportunist / Graduate / Community Seeker Visitor type First time / Returning Groups Key targets Core / More Brand ABC Brand® / XYZ Brand® Intensity Interests in the Outdoor Urbanite / Wannabe / Enthusiast / Athlete Activity City / Snow sports / Cycling / Outdoor performance / More… Gender Demographics Man / Woman Age Up to 24 / 25-34 / 35-44 / 45-54 / 55 or more Salary Up to 39 / 40-59 / 60-79 / 80+ <ul><ul><li>Refine profiles by assigning specific: </li></ul></ul><ul><ul><ul><li>Interests </li></ul></ul></ul><ul><ul><ul><li>Values </li></ul></ul></ul><ul><ul><ul><li>Goals </li></ul></ul></ul><ul><ul><ul><li>Challenges </li></ul></ul></ul>
    34. 34. User types / Selection Matrix Knowledge of gear Information Seeking Behavior Novice / Transitional / Expert Consumer type Status Seeker / Opportunist / Graduate / Community Seeker Visitor type First time / Returning Intensity Interests in the Outdoor Urbanite / Wannabe / Enthusiast / Athlete Activity City / Snow sports / Cycling / Outdoor performance / More… Gender Demographics Man / Woman Age Up to 24 / 25-34 / 35-44 / 45-54 / 55 or more Salary Up to 39 / 40-59 / 60-79 / 80+ <ul><ul><li>Reminders </li></ul></ul>Groups Key targets Core / More Brand ABC Brand® / XYZ Brand®
    35. 35. User types / Selection Matrix Knowledge of gear Information Seeking Behavior Novice / Transitional / Expert Consumer type Status Seeker / Opportunist / Graduate / Community Seeker Visitor type First time / Returning Intensity Interests in the Outdoor Urbanite / Wannabe / Enthusiast / Athlete Activity City / Snow sports / Cycling / Outdoor performance / More Gender Demographics Man / Woman Age Up to 24 / 25-34 / 35-44 / 45-54 / 55 or more Salary Up to 39 / 40-59 / 60-79 / 80+ Groups Key targets Core / More Brand ABC Brand® / XYZ Brand® User Profile – Type A1 Definition <ul><li>Brand </li></ul><ul><li>One or both </li></ul><ul><li>Awareness, loyalty </li></ul><ul><li>Product relevance </li></ul><ul><li>Description </li></ul><ul><li>Identification </li></ul><ul><li>Goals & Needs </li></ul><ul><li>Challenges </li></ul><ul><li>Values & Interests </li></ul><ul><li>Tasks </li></ul><ul><li>List key ones </li></ul><ul><li>Related site features </li></ul>Level 1 <ul><li>Personas </li></ul><ul><li>Personify </li></ul><ul><li>Background story </li></ul><ul><li>Mood board </li></ul><ul><li>Tasks </li></ul><ul><li>Scenarios (user context, story format) </li></ul><ul><li>Flows reflecting decision process (not just the mechanism) </li></ul>Level 2 (TBD) Probable match to target
    36. 36. Archetypes
    37. 37. Methodology <ul><li>New persona format suggested </li></ul><ul><li>Not situation centered but cycle-based. Will reflect the consumer lifecycle. </li></ul><ul><li>Only two key profiles will be develop, each with distinct sets of needs per phase. </li></ul><ul><li>Personas will be applicable to both brands in terms of user requirements because of similarities in information seeking behavior. Consumer descriptions are more specific to each brand. </li></ul><ul><li>Advantages </li></ul><ul><li>Less time needed to produce profiles; the focus is on defining the cycle phases. </li></ul><ul><li>Establish deeper connection with user. </li></ul><ul><li>Better understanding of where the user is coming from and going to. </li></ul><ul><li>Characteristics </li></ul><ul><li>Includes overall user description : gender, age, occupation, consumer behavior, web interests, quotes, life situation, core competencies. </li></ul><ul><li>Presents cycle phases each with a background story, user requirements and supporting site features. </li></ul>USER PROFILES
    38. 38. Methodology It’s alive! <ul><li>User profiles or personas evolve , get richer with details and facts, more complete with time. </li></ul><ul><li>Multiplication of user archetypes happen when we wish to represent specific types of behavior. </li></ul>USER PROFILES
    39. 39. Key Models User – Type A User – Type B Man , 43 (older) Manager, 145K/y. <ul><li>Cycle </li></ul><ul><li>Reconnection with brand </li></ul><ul><li>Pre-Purchase phase </li></ul><ul><li>Post-Purchase phase </li></ul>Woman , 29 (younger) Creative, 85K/y. <ul><li>Cycle </li></ul><ul><li>Need awareness & initial inquiry </li></ul><ul><li>Pre-Purchase phase </li></ul><ul><li>Post-Purchase phase </li></ul>USER PROFILES <ul><li>XYZ Brand® </li></ul><ul><li>More </li></ul><ul><li>Wannabe/Beginner </li></ul><ul><li>Low knowledge of gear </li></ul><ul><li>ABC Brand® </li></ul><ul><li>Core </li></ul><ul><li>Enthusiast </li></ul><ul><li>Gear expert </li></ul>
    40. 40. Key Models – Interchangeable Behavior (Info Seeking) User – Type A User – Type B Man , 43 (older) Manager, 145K/y. <ul><li>Cycle </li></ul><ul><li>Reconnection with brand </li></ul><ul><li>Pre-Purchase phase </li></ul><ul><li>Post-Purchase phase </li></ul>Woman , 29 (younger) Creative, 85K/y. <ul><li>Cycle </li></ul><ul><li>Need awareness & initial inquiry </li></ul><ul><li>Pre-Purchase phase </li></ul><ul><li>Post-Purchase phase </li></ul><ul><li>XYZ Brand® </li></ul><ul><li>More </li></ul><ul><li>Wannabe/Beginner </li></ul><ul><li>Low knowledge of gear </li></ul><ul><li>ABC Brand® </li></ul><ul><li>Core </li></ul><ul><li>Enthusiast </li></ul><ul><li>Gear expert </li></ul>USER PROFILES
    41. 41. Key Models – Brand Specific: Consumer Description <ul><li>Cycle </li></ul><ul><li>Reconnection with brand </li></ul><ul><li>Pre-Purchase phase </li></ul><ul><li>Post-Purchase phase </li></ul><ul><li>Cycle </li></ul><ul><li>Need awareness & initial inquiry </li></ul><ul><li>Pre-Purchase phase </li></ul><ul><li>Post-Purchase phase </li></ul>User – Type A User – Type B Man , 43 (older) Manager, 145K/y. Woman , 29 (younger) Creative, 85K/y. USER PROFILES <ul><li>XYZ Brand® </li></ul><ul><li>More </li></ul><ul><li>Wannabe/Beginner </li></ul><ul><li>Low knowledge of gear </li></ul><ul><li>ABC Brand® </li></ul><ul><li>Core </li></ul><ul><li>Enthusiast </li></ul><ul><li>Gear expert </li></ul>
    42. 42. User TYPE A Segment Knowledge Activity type Activity level Target Product Novice Runner Beginner More XYZ Brand® Identification Name Gender Age Occupation Income Jane Woman 29 Marketing director 85K / year Description Core Competencies General Interests <ul><li>Highly dedicated to her work </li></ul><ul><li>Good sense of humor </li></ul><ul><li>Helpful with friends and coworkers </li></ul><ul><li>Fashion and design magazines </li></ul><ul><li>Foreign movies, documentaries, film festivals </li></ul><ul><li>Trying new restaurants </li></ul><ul><li>Home decoration </li></ul><ul><li>Music: Björk, James Blunt, Erikah Badu </li></ul>USER PROFILES Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation
    43. 43. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation <ul><li>Jane has been working for her current ad agency for 5 years. Although she works long hours , she absolutely loves her job . Her boyfriend, who’s an engineer for an aerospace company, works just as hard. They understand and support each other very well professionally. They have recently purchased a loft in an up-and-coming area close to downtown . They have spent many weekends fixing it and decorating the space. They love it. Especially because it is very close to their respective work offices. </li></ul><ul><li>Jane is turning 30 in a couple of months. Although she is not afraid of getting older, it is a significant number for her. Even though she is not a stressed person or out of shape, she thinks she can take better care of herself , take on better habits. She really wants to balance this high-intensity job with physical activities and better eating habits. She hopes to convince her boyfriend to do the same. </li></ul><ul><li>“ Getting up at 6:00 AM on a summer morning to go run all alone in the park is amazingly peaceful and empowering . Everybody should try it.” </li></ul><ul><li>Jane appreciates quality . It’s what comes first in her decision process. Money is not too much of an issue as long as the value comes with the price. In order to choose what’s right for her, she will take the time to investigate and compare . She wants to make the right choice and will make sure to understand the product’s characteristics and benefits. </li></ul>Web Interests Life Situation Quotes Consumer Behavior <ul><li>Jane purchases all her books online, especially work related ones. </li></ul><ul><li>She likes to check the headlines a couple times a day. </li></ul><ul><li>She enjoys receiving newsletters from her favorite online stores. </li></ul>User TYPE A USER PROFILES
    44. 44. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Jane has been running for about 6 months now . At first, she wasn’t sure if her new resolution was going to last: the initial runs were so hard, she felt like she was 90 years old. Thankfully, she persisted and getting up early in the morning for excursions on the park trails became easier. It was encouraging to see such progress. Today, she feels good about herself , physically and mentally. She is convinced her new passion for running will remain a focus in her life. When Jane started running in the spring, she wore whatever clothing she had to do a workout. She realized that cotton wasn’t the most comfortable fabric . By the summer, she had purchased dry-fit t-shirts and shorts, suggested by the clerk at her local sports equipment store. It made a huge difference. Now that that the fall is approaching rapidly, she wants to find a jacket that will allow her to remain warm yet airy. Jane has been told about XYZ Brand® and has seen some fellow runners wear the gear on the trails. She has also noticed some other fabrics promising wind protection and breathability but does not know which one to pick. User TYPE A USER PROFILES
    45. 45. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Feel inspired, have a great first impression of the brand Understand how the fabric works Understand the differences between XYZ Brand® and other options in the market Be convinced that XYZ Brand® is a leading brand Discover types of products available for her activity Evaluate the price/value 1 2 3 4 5 6 <ul><li>Homepage: overall design, main animation </li></ul><ul><li>In Action / Running section: presentation, testimonies, events, stories, visuals, taglines </li></ul><ul><li>Technology section: membrane physical properties demonstration </li></ul><ul><li>FAQ + Glossary </li></ul><ul><li>Video demonstrations </li></ul><ul><li>Comparative table: XYZ Brand® versus other fabrics. </li></ul><ul><li>History (Gore heritage) </li></ul><ul><li>Innovation (our commitment), unique technologies </li></ul><ul><li>Endorsements and sponsorships </li></ul><ul><li>Women’s running: product categories </li></ul><ul><li>Outfit advisor </li></ul><ul><li>Durability test </li></ul><ul><li>Comparative table with other fabrics. </li></ul>User TYPE A USER PROFILES
    46. 46. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation After talking to a couple fellow runners and researching other options online, Jane has decided to go forward with her purchase. Convinced that XYZ Brand® products are probably the best in the market, she wants to find the right jacket, features and style combined. She remembers seeing various brands on the XYZ Brand® website and decides to return and hopefully be able to consider different models. She doesn’t think she will purchase online . She would like to try a couple jackets and test the fit. User TYPE A USER PROFILES
    47. 47. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation User TYPE A USER PROFILES Compare different styles of jackets and select preferred models Obtain guidance during selection process Evaluate selected jackets in terms of unique attributes and technical characteristics Find out where to try and buy her preferred models 1 2 3 4 <ul><li>Catalog: browse product by activity and brand </li></ul><ul><li>Product page: pictures (close-ups for details) </li></ul><ul><li>Wish list </li></ul><ul><li>Product comparator </li></ul><ul><li>Staff picks </li></ul><ul><li>Customer reviews </li></ul><ul><li>Popular models </li></ul><ul><li>Matching products </li></ul><ul><li>Send to a friend </li></ul><ul><li>Product comparator </li></ul><ul><li>Product specifications and benefits </li></ul><ul><li>Size charts </li></ul><ul><li>Store locator </li></ul>
    48. 48. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Jane has finally purchased her jacket . She has been wearing it for a week already. She’s very happy with the result so far. She can’t believe how comfortable the jacket is: it’s flexible, keeps the cold wind out and allows her body to ventilate very well. When she purchased the jacket, the vendor mentioned that special care is needed for maintaining the fabric’s quality and performance. The jacket is due for a wash. As the fall season is coming to an end, she’s wondering how she will keep warmer . She does think she will be running outside in January but would like to stay on the trail until December at least. Jane knows she needs an additional layer. User TYPE A USER PROFILES
    49. 49. Profile Consumer Cycle P1: Awareness & Inquiry Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation User TYPE A USER PROFILES How to dress according to seasons How to wash Benefit from the guarantee Keep in touch with Gore and XYZ Brand® Share her appreciation of the product 1 2 3 4 5 <ul><li>Layering guide </li></ul><ul><li>In Action / Running: winter gear suggestions </li></ul><ul><li>Outfit advisor </li></ul><ul><li>Product care instructions </li></ul><ul><li>Printable instructions (post near washer) </li></ul><ul><li>Product registration </li></ul><ul><li>Newsletter registration </li></ul><ul><li>Send your comments </li></ul>
    50. 50. User TYPE B Segment Knowledge Activity type Activity level Target Product Expert Alpine Skier Enthusiasts Core ABC Brand® Identification Name Gender Age Occupation Income Matthew Man 43 Regional manager, national bank 145K / year Description Core Competencies General Interests <ul><li>Perfectionist </li></ul><ul><li>Open minded </li></ul><ul><li>Likes to take risks, sense of adventure </li></ul><ul><li>Finance and sports magazines </li></ul><ul><li>Electronic devices </li></ul><ul><li>Travels to the Alps and the Australian Outback </li></ul><ul><li>Music: Coldplay, Pat Metheny, Pixies, Miles Davis </li></ul>USER PROFILES Profile Consumer Cycle P1- Reconnection Background Requirements P2- Pre-Purchase Background Requirements P2- Pre-Purchase Background Requirements Identification Description General Presentation
    51. 51. Profile Consumer Cycle P1: Reconnection Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation <ul><li>Matthew has recently been promoted to a higher position . Hard work in the last year has paid off. Although the new job comes with more responsibilities, he’s excited about it and is up for the challenge. He goes to the gym in the morning before going to work. It helps him get the energy to go through the day and have some left for his family. </li></ul><ul><li>Matthew absolutely loves winter . He has been slicing the snowy slopes all his life. His wife and kids are ski fanatics as well. They spend most of their winter weekends up north in their country house where they have access to several mountains. </li></ul><ul><li>Matthew hopes to buy a small resort one day, with a couple other friends of his. He thinks it might be possible within a few years. Their business plan is near completion and they already have some potential investors identified. </li></ul><ul><li>“ Life should be exciting. Seek intense moments . When they happen, you realize how much you can make every day count.” </li></ul><ul><li>Matthew is a bit impulsive . When he likes something, he gets it. He likes to know that he owns the very best. No compromise on quality . He sometimes chooses products based on the brand recognition but still prefers asking people for insight in order to make a more educated choice . </li></ul>Web Interests Life Situation Quotes Consumer Behavior <ul><li>Matthew follows his stocks regularly. He is registered for an alert system for his cell phone . </li></ul><ul><li>He’s email intensive; BlackBerry fanatic . </li></ul><ul><li>CNet.com : his default homepage </li></ul><ul><li>He buys all his music online and books his trips via his favorite travel website </li></ul>User TYPE B USER PROFILES
    52. 52. Profile Consumer Cycle P1: Reconnection Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation The fall season is approaching; Matthew already started dreaming of white mountains. He’s considering updating the gear he purchased a couple years ago . It’s in good condition but he would like something new and maybe try a different brand, a look that would fit with the skis and boots he acquired last year. Matthew has almost always purchased ABC Brand® products in the past 5 years. He thinks they’re just the best. He has owned gear from different brands like The North Face, Marmot and Arc’Teryx. He does not really have a preferred one. When reading a sports magazine recently, he has noticed an ad for another kind of product promising maximum dryness and comfort. He has never heard of it before. He wonders of course if this polyester based membrane has anything more to offer than the ABC Brand®. USER PROFILES User TYPE B
    53. 53. Profile Consumer Cycle P1: Reconnection Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Compare ABC Brand® with this other type of fabric he read about See what’s new with ABC Brand® in terms of product advancement Feel that ABC Brand® is still considered the top brand Be informed when the new collections will presented online 1 2 3 4 <ul><li>Comparative table: ABC Brand® versus other fabrics. </li></ul><ul><li>Innovation: technology evolution </li></ul><ul><li>Gore Industries news </li></ul><ul><li>Showcase: new types of products </li></ul><ul><li>Endorsements </li></ul><ul><li>Magazine coverage </li></ul><ul><li>Customer stories </li></ul><ul><li>Newsletter registration </li></ul><ul><li>Announcements (homepage, sections) </li></ul>USER PROFILES User TYPE B
    54. 54. Profile Consumer Cycle Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Matthew has received a newsletter from ABC Brand® announcing that most of the new crop of gear has been posted on their site. He’s excited about getting new clothing for the upcoming skiing season. His intention is to acquire a complete outfit , from pants to soft-shell and fleece. He knows what he needs but will be looking for new product ideas and cool features. He also wants to get his kids some new shoes and boots . The ones they have now are not the most appropriate for active children. Being a busy man, he’s thinking of buying online this time and exchange products if the fit is wrong. He knows his body type well enough and can double-check with the measurements. USER PROFILES User TYPE B P1: Reconnection
    55. 55. Profile Consumer Cycle Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation USER PROFILES View new types of gear and featured products, get inspiration Gather and evaluate gear options for his ensemble Buy online 1 2 3 <ul><li>Men Skiing: hot picks (all brands) </li></ul><ul><li>New gear features for the season </li></ul><ul><li>Endorsement: what is wearing star snowboarder Alberto Bruni </li></ul><ul><li>Suggestions: </li></ul><ul><ul><li>Getting ready for winter: your city jacket </li></ul></ul><ul><ul><li>Update your basics: T’s for everyone and everyday shoes </li></ul></ul><ul><li>Wish list </li></ul><ul><li>Product comparator </li></ul><ul><li>Matching products </li></ul><ul><li>Online retailers list </li></ul>User TYPE B P1: Reconnection
    56. 56. Profile Consumer Cycle Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation Matthew ordered almost all his gear online (two different e-retailers), expect for the gloves. He had to get them in a store near him as they were out of stock in all the sites he had visited. He’s thinking of returning one of the fleece shells he has purchased. It feels a bit tight. Matthew feels confident about going back to ABC Brand® after two years. When he tested the gear on the slopes, he even thought that the fit was better. New features like additional ventilation options make the experience even better. This time he went with the same brand, except for the gloves. The match was better in terms of style. Matthew will keep his old gear for other activities , especially for working around the house in the fall and winter. He noticed a rip in his jacket. He wonders if it can be repaired. USER PROFILES User TYPE B P1: Reconnection
    57. 57. Profile Consumer Cycle Background Requirements P2: Pre-Purchase Background Requirements P3: Post-Purchase Background Requirements Identification Description General Presentation USER PROFILES Benefit from the guarantee Share his recent experiences How to fix gear 1 2 3 <ul><li>Product registration </li></ul><ul><li>Send your stories: on the slopes of Colorado with the family </li></ul><ul><li>Send your photos </li></ul><ul><li>Repair guide </li></ul>User TYPE B P1: Reconnection

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