SlideShare a Scribd company logo
About Lab 
About Reed Learning 
Business Objectives 
Personas 
Personalisation 
Outcomes 
Ad::tech 
21/10/214
Reed Learning is part of the REED family of companies. 
Founded in 1960, REED now operates in Europe, the 
Middle East and Asia Pacific. 
REED has more than 3,000 permanent employees working 
across 420 business units in over 150 locations worldwide.
Brief 
• Reed customers 
• Multiple products 
• Changing marketplace 
Challenger response 
• Change the KPI’s 
• Quality of leads 
• Engagement scoring
Redesign 
From: To:
User Personas 
Fictional characters encapsulating 
typical behavior 
• Understanding your brand 
• Consistent customer journey 
• UX
Reed’s Personas 
You Your Team Your Company 
Transactional Tracey Information Ingrid Outsource Olly
Persona 1: Transaction Tracey
Persona 1: 
Transaction Tracey 
Arrive at Course 
Category page Go to a course page 
Go back to Category 
page Select another course 
Select a date & Click 
‘Book Now’ Arrive at Basket page 
Arrive checkout page Complete ‘Checkout’
Persona 2: 
Information Ingrid Arrive at Home page Go to Learning Solution 
landing page 
Go to Course Category 
page Go to Course page 
Request a Quote / Call 
back
Persona 3: 
Outsource Olly 
Arrive at Home 
View Case studies 
Call
Personalised Homepages
Transaction Tracey
Information Ingrid
Outsourced Olly
Engagement Points
85% of respondents said it is fundamental to their future business 
success to provide experiences that are responsive to customers 
based on real-time behaviours. 
Furthermore, those that are currently implementing real-time 
marketing reported a 26% uplift in their conversion rate on 
average. 
Source: E-Consultancy Personalisation report 2013
A Better Experience TM

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Ad:tech Presentation on Building Persona's

  • 1.
  • 2. About Lab About Reed Learning Business Objectives Personas Personalisation Outcomes Ad::tech 21/10/214
  • 3.
  • 4.
  • 5. Reed Learning is part of the REED family of companies. Founded in 1960, REED now operates in Europe, the Middle East and Asia Pacific. REED has more than 3,000 permanent employees working across 420 business units in over 150 locations worldwide.
  • 6. Brief • Reed customers • Multiple products • Changing marketplace Challenger response • Change the KPI’s • Quality of leads • Engagement scoring
  • 8. User Personas Fictional characters encapsulating typical behavior • Understanding your brand • Consistent customer journey • UX
  • 9.
  • 10. Reed’s Personas You Your Team Your Company Transactional Tracey Information Ingrid Outsource Olly
  • 11.
  • 13. Persona 1: Transaction Tracey Arrive at Course Category page Go to a course page Go back to Category page Select another course Select a date & Click ‘Book Now’ Arrive at Basket page Arrive checkout page Complete ‘Checkout’
  • 14. Persona 2: Information Ingrid Arrive at Home page Go to Learning Solution landing page Go to Course Category page Go to Course page Request a Quote / Call back
  • 15. Persona 3: Outsource Olly Arrive at Home View Case studies Call
  • 21. 85% of respondents said it is fundamental to their future business success to provide experiences that are responsive to customers based on real-time behaviours. Furthermore, those that are currently implementing real-time marketing reported a 26% uplift in their conversion rate on average. Source: E-Consultancy Personalisation report 2013
  • 22.
  • 23.

Editor's Notes

  1. Brand – grid system, colour, aspect ratio of imagery, iconography Consistent user journey - streamlining design, mobile first, future proof UX – reducing friction, commercial awareness, checkout, emotional intelligence
  2. World is changing Delivering experiences that are customer centric is now hugely important