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THE HERO’S JOURNEY
A S A T O O L F O R D E S I G N
WHY WE TELL STORIES
Influence
Teach
Inspire
3
THE
MONOMYTH
“A cyclical journey or quest undertaken by
a mythical hero."
4
5
STAGES
OF THE HERO’S JOURNEY
Separation
Initiation
Return
6
05
JOURNEY
OUR HERO’S
Define our Hero
01
02
Call to Adventure
03
Refusal of the call
04
Crossing the threshold05
Challenges
06
Transformation
07
The Return
DEFINE
OUR HERO
01
MEET
THABISO
CALL TO
ADVENTURE
02
VODACOM
You have only 50MB data available. Buy 3GB data for only R199
using the My Vodacom App.
11
What
prompts
our hero
to engage
with us?
Unique needs
How can we cater to
these?
Brand & marketing
How does it influence
our hero?
Referral
What are others saying
about our products and
services?
REFUSAL
OF THE CALL
03
13
Complicated process
Too many steps, difficult
to complete a task
Lack of awareness
Marketing is
insufficient
Past experience
Previous engagement
with our App did not go
so well
What
discourages
our hero
from
engaging
with us?
Competitors
Do they offer something
better?
71% Churn within 90 days
CROSSING
THE THRESHOLD
04
15
16
Having the
right
product or
service on
the right
channel
Mobile app Website Physical store
CHALLENGES
FACED
05
18
Buy data
12:30
To use within 30 days
Until midnight Until midnight1 hour
BUY AGAIN
1GB
R99
ON SPECIAL
was R115 was R59
250MB
R49
500MB
R79
3GB
R229
5GB
R349
JUST 4 YOU
1.5GB
R129was R149
10GB 15GB
R399 R499
19
Addressing
the
challenges
faced by
our hero
TRANSFORMATION
OF OUR HERO
06
21
22
How has
our hero
been
transformed Save time Save money Overall experience
THE RETURN
HOME
07
24
25
The return -
what has
changed for
our hero?
Knowledge
Experience
Referral
THANK YOU
@AtishaD

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