Personas and Value Proposition (updated version)
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Presentation I held for participants of EAI360 based on my previous Persona&VP presentation (revisited). Keywords and topics: personas and value proposition: definition, goals, why do we need them, how to craft a persona and create a value proposition, examples. Feel free to share and comment - @NinaYu
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Personas and Value Proposition (updated version)
- 1. PERSORNAS and VALUE POPOSITION by NINA JURCIC EAI | EUROPEAN ALLIANCE FOR INNOVATION SEP 30TH 2015
- 2. ABOUT ME UX / PRODUCT / GRAPHIC / COMMUNICATION DESIGNER BA APPLIED ARTS AND GRAPHIC DESIGN (2015) hub:raum WARP14 by Deutsche Telekom (2014) FOUNDER INSTITUTE (2013) BA INFORMATION TECHNOLOGY (2012)
- 3. KEYWORDS PERSONAS, VALUE PROPOSITION, MARKET SEGMENTATION, TARGET MARKET, DEMOGRAPHICS, ENGAGEMENT INSIGHTS, TOUCHPOINTS, CHANNELS, CONVERSION
- 4. PERSONA
- 5. PERSONA IS ARCHETYPE OF A MARKET SEGMENT. ISN’T A REAL PERSON BUT REPRESENTS GROUP OF CUSTOMERS WITH SIMILAR BACKGROUND, NEEDS, DESIRES, SKILLS AND ENVIRONMENT, THAT YOUR PRODUCT IS TARGETING.
- 7. PERSONA CAN YOU IMAGINE A REAL PERSON USING YOUR PRODUCT? WHO ARE YOU DESIGNING YOUR PRODUCT FOR? DO YOU UNDERSTAND YOUR USER?
- 12. PERSONA MARKET SEGMENT = CONTEXT
- 13. WHY PERSONAS? MARKETING BUDGET IS LIMITED WHICH SEGMENTS ARE MOST LIKELY TO CONVERT? WHOM TO ADDRESS YOUR MESSAGE? WHO IS YOUR TARGET AUDIENCE? DO YOU UNDERSTAND THEM? HOW TO REACH THEM AND WHERE?
- 14. PERSONA BUCKET LIST CODENAME SUBSEGMENTS (IF ANY) DEMOGRAPHICS USER STORY USE CASE ENGAGEMENT INSIGHTS WHY DO YOU NEED THEM? TOUCHPOINTS
- 15. CODENAME CONSISTS OF 1-3 WORDS THAT CLEARLY REPRESENT THE SPECIFIC GROUP OF USERS: STARTUP OWNER; MOBILE LIFESTYLE ADDICT; YOUNG MOM; BIKE ENTHUSIAST; DIGITAL NOMAD; LINUX DEVELOPERS; TOURIST o/ FREQUENT TRAVELER ETC.
- 16. DEMOGRAPHICS INCLUDE AGE GROUP, GENDER, EDUCATION, OCCUPATION, HOUSEHOLD INCOME, RACE OR ETHNICITY (IF RELEVANT)
- 17. USER STORY WHAT IS THEIR TYPICAL DAY? HOW DO THEY SPEND THEIR TIME? WHAT IS THEIR TYPICAL ENVIRONMENT? WHAT DO THEY DO AT HOME OR WORK? WHO OR WHAT INFLUENCES THEM?
- 18. USE CASE IN WHICH SITUATIONS THEY FACE THE PROBLEM? WHAT IS THEIR PAIN? HOW DO THEY FEEL? WHAT DO THEY CURRENTLY DO TO SOLVE THE PROBLEM?
- 19. ENGAGEMENT INSIGHTS WHAT WOULD THAT PARTICULAR PERSON WANT MOST OF PRODUCT OR SOLUTION? WHAT WOULD SUIT THEIR NEEDS THE BEST? WHAT IS IMPORTANT FOR THEM IN THEIR PARTICULAR CONTEXT OR SITUATION? WHAT FEATURE WOULD MAKE ENGAGED THEM WITH YOUR PRODUCT?
- 20. WHY DO YOU NEED THEM BECAUSE THEY REPRESENT A LARGE GROUP? BECAUSE THEY HAVE HIGHER INCOME? BECAUSE THEY ARE DECISION-MAKERS IN THEIR FAMILY OR COMMUNITY? BECAUSE THEY ARE INFLUENCERS?
- 21. TOUCHPOINTS WHERE CAN YOU REACH THEM (ONLINE AND OFFLINE)? WHAT CHANNELS CAN YOU USE? WHAT KIND OF NETWORKS OR PORTALS DO THEY CONSUME? WHAT PLACES OR CHANNELS COULD THEY GET IN TOUCH WITH YOUR MESSAGE?
- 23. 23 year old linguistics student from Germany Belongs to a middle-class family Interested in foreign languages, literature, culture, communication Lives in a flat share (WG) Uses public transport Visits parents for the weekend Owns a smartphone and uses low cost tariff Spends a lot time on the internet (facebook, instagram, spotify, gossip and news portals) Hobbies: reading, watching movies, learning new languages Works part-time EVA, COLLEGE STUDENT
- 24. CODENAME: Budget User SUBSEGMENT: College student DEMOGRAPHICS: 23 year old linguistics student from Germany; belongs to a middle class family; household net income: €48K USER STORY: Interested in foreign languages, literature, pop culture, communication. Lives in a flat share (WG). Takes bus or train to reach college. Visits parents for the weekend because she doesn’t study in her hometown. Works part-time in supermarket. Lives on a budget. Spends time on college, with friends, or at work. She often spends her evenings at home or occasionally has a drink with her mates. USE CASE: Owns a smartphone that she uses quite often: for surfing the internet while she drives in bus or train, for streaming music (Spotify), for texting (Whatsapp, Viber, FB Messenger), for learning new languages (Duolingo). Spends a lot time on the internet (SM, gossip and news portals). Buys books online (Amazon). Does not watch TV but streams movies online. Uses high-speed flat internet rate. Uses cheap mobile tariff (e.g. Aldi Talk) because she doesn’t want to spend much money on phone bill. Price is a determining factor. She usually spends all data by middle of the month so she is bored while commuting or needs to catch a wifi in public places, that often makes her feel frustrated. Doesn’t always buy extra data. ENGAGEMENT INSIGHTS: She would like to have bigger data package (3GB) for her mobile phone but doesn’t want to be tied to a contract. Her Spotify Premium account could be billed along with the monthly internet bill. She’ d be interested to get a discount on Spotify monthly subscription fee. WHY HER? : She influences her parent’s decisions on internet or mobile provider and technology; represents a large group of customers. TOUCH POINTS: Social media, news portals, movie streaming portals, Amazon, public transport...
- 26. RESEARCH CONDUCT AN INTERVIEW WITH PEOPLE THAT FIT THE PERSONAS DOCUMENT RESULTS AND UPDATE PERSONAS
- 27. RESULTS COMMUNICATING THE RIGHT MESSAGE TO RIGHT PEOPLE CREATING BETTER CUSTOMER EXPERIENCE BEATING THE COMPETITION ENGAGING CUSTOMERS OPTIMISING CONVERSION
- 28. PERSONAQ&A
- 29. VALUEPROPOSITION
- 30. VALUE PROPOSITION IS A PROMISE OF VALUE YOUR PRODUCT DELIVERS TO THE CUSTOMER. EXPLAINS HOW YOUR PRODUCT SOLVES CUSTOMER’S PROBLEM. TELLS THE BENEFITS OF USING YOUR PRODUCT.
- 31. VALUE PROPOSITION WHAT IS YOUR PRODUCT? WHO IS YOUR CUSTOMER? WHAT PROBLEM DOES YOUR PRODUCT SOLVE? WHAT MAKES IT UNIQUE OR DIFFERENT THAN EXISTING SOLUTIONS?
- 32. VPEXAMPLES
- 33. TWITTER “Connect with your friends — and other fascinating people. Get in-the-moment updates on the things that interest you. And watch events unfold, in real time, from every angle.”
- 35. TWITTER TWITTER EVOLVED FROM SIMPLE SMS SERVICE BUT KEPT IT’S CORE VALUE OR PROMISE BY DELIVERING INSTANT REAL-TIME MESSAGE CONTAINED WITHIN 140 CHARACTERS, IDEAL FOR FAST CONSUMPTION AND STAYING IN THE LOOP.
- 36. PINTEREST “Pinterest is a visual discovery tool that you can use to find ideas for all your projects and interests.”
- 38. PINTEREST PINTEREST’S PROMISE IS ARCHIVING AND DISCOVERING INSPIRING VISUAL IMAGERY IN THE TOPIC OF YOUR INTEREST.
- 39. FORMULA (via conversionxl.com) 1. HEADLINE End-benefit you’re offering, in 1 short sentence. Can mention the product and/or the customer. 2. SUB-HEADLINE or a 2-3 SENTENCE PARAGRAPH A specific explanation of what you do/offer, for whom and why is it useful. 3. BULLET POINTS List the key benefits or features. Optimally 3. 4. VISUALS Product shots or an image reinforcing your main message.
- 40. DOs and DON’Ts MAKE IT CLEAR AND CONCISE APPEAL TO STRONGEST DECISION-MAKING DRIVERS USE APPROPRIATE LANGUAGE MAKE IT UNDERSTANDABLE FOR REAL HUMANS AVOID HYPE OR TRIVIAL EXPRESSIONS THAT DON’T REALLY MEAN ANYTHING IT’S NOT A SLOGAN USE BOOSTERS (e.g. FREE SHIPPING, MONEY BACK GUARANTEE, CANCEL ANY TIME)
- 41. ???????? “[Product] is revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle.”
- 42. “IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL ENOUGH.” ALBERT EINSTEIN
- 44. VPQ&A
- 45. CONCLUSION UNDERSTAND THE CUSTOMER TO DELIVER THE BEST PRODUCT UNDERSTAND CUSTOMER TO CRAFT THE RIGHT MESSAGE UNDERSTAND CUSTOMER TO USE THE BEST CHANNEL TO DELIVER THE MESSAGE
- 48. FURTHER READ PERSONA LIFECYCLE by John Pruitt and Tamara Adlin DESIGNING FOR EMOTION by Aarron Walter THE DESIGN OF EVERYDAY THINGS by Donald A. Norman MADE TO STICK by Chip Heath and Dan Heath
- 49. THANKYOU