Personas

Steps of the Project ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is a Persona? ,[object Object],[object Object],[object Object],[object Object]

Elements of the Persona ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Personas Can Shape Site Experience Attribute Role of the Site While he is the primary influencer of purchase decisions, Kevin needs to rely on decision by committee. The site should make content portable via print, send and share functionality. Jim needs to determine if the company can afford to purchase new trailers or if they should just invest in maintenance. Present clear and direct access to overall cost of ownership information. Bill is likely to come to the site looking for news, earnings releases and overall perspective the company’s financial strategy. Provide insight into the company’s strategic goals in addition to standard investor content. Harold knows the industry terms and exactly what he’s looking for. Make sure key content is optimized for search and avoid PDF formats as the only means of access. Robert stays connected via smartphone when traveling between dealer locations. Optimize the sites for mobile viewing.

Personas are Collaborative ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ I’m looking for a strategic partner– not just the right manufacturer.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Buying new trailers can be stressful but maintaining them can be worse.” FPO * If Tony were a mid-sized company ordering dry vans, the order would be closer to 500.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ I need to know how today’s spending will affect the company over the next 10 years.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ I need to know how today’s spending will affect the company over the next 10 years.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Warranties are great but I’d rather not have to rely on them.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ As a top XXXXXX dealer, my ideas for improvements should be taken seriously.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Innovation is great but only if it puts money in my pocket.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ What will my company’s return be if we invest in innovative materials?” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ I need a trailer that is going to last me through the next 10 years.” FPO * Bubba represents about 60% of the user base for these sites.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Getting the numbers is easy. Getting management’s take on the numbers is what I really need.” FPO

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Stock imagery is helpful but access to management is what I’m really looking for.” FPO

Personas

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Personas