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The Pixel Lab 2015 | How does understanding more about my audience affect project development? - Paul Tyler

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There’s so much a producer can do these days: create, finance, promote and distribute content across multiple platforms, media and channels. No longer do you have to rely on someone else’s ‘shop window’ to get your content seen. But in doing so we have to take responsibility for finding, connecting and activating audiences. Understanding context is key. It helps make content more engaging and relevant; it helps you weave your output into the lives of your users. However, it’s easy to paint a rosy picture of their attitude towards our offerings and the quality of the experience we provide. Mapping user journeys is a great way of realising the potential of your output reaching its intended audience. But how do we map the journey without turning it into a fairy tale?

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The Pixel Lab 2015 | How does understanding more about my audience affect project development? - Paul Tyler

  1. 1. ThePixelLab 28June-4July Inverness, Scotland #PixelLab
  2. 2. HowdoesUnderstanding MoreAboutmyAudience AffectProjectDevelopment Paul Tyler Handling Ideas #PixelLab @powertothepixel
  3. 3. How Does Understanding More About My Audience Affect Project Development? Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas
  4. 4. Save people time, money and effort in their concept development o  Enabling them to make decisions through: •  Sense checking story and interaction design •  Identifying the value in their concepts Paul Tyler Copenhagen, Denmark @paultylerdk #handlingideas www.handlingideas.com http://www.facebook.com/HandlingIdeas
  5. 5. Theme Machine “Your project” Impact with an audience
  6. 6. DO YOU WANT TO MAKE AN IMPACT? Head directly to airport. Continue with week.. NO YES
  7. 7. “Mapping your audience journey without understanding their pains and gains is like writing a story while not knowing what motivates your characters.”
  8. 8. Next hour: Explain 2 methods: (i) to explore how your audience is motivated by the theme of your project (ii) how to map a user journey through your concept (machine)
  9. 9. Joey seemed happily married. He killed his wife to get her inheritance. Joey seemed happily married. He killed his wife.
  10. 10. We’re ALL suckers for causality! 1 + 1 = 2
  11. 11. YOU’RE GOING TO BE ASKED THE SAME QUESTION A LOT THIS WEEK
  12. 12. “WHY DO YOU WANT TO DO THIS PROJECT?”
  13. 13. Increase awareness? Challenge a theme? Make money? Address an issue Make a difference? Change a mindset? Inform a segment? Solve  a  problem?   Generate an audience
  14. 14. “WHY DO YOU THINK THE AUDIENCE WOULD CARE?
  15. 15. WE’RE LOOKING FOR A FIT YOUR PRODUCT/ SERVICE AN AUDIENCE
  16. 16. …AND THERE’S SO MUCH YOU CAN DO NOWADAYS TO TRY TO MAKE THAT FIT WORK…
  17. 17. CREATE THREADS IN SOCIAL MEDIA, PUSH VIDEOS TO GO VIRAL, GET PEOPLE TO CONTRIBUTE, PAY AND EVEN FUND, TURN OUR STORY WORLDS INTO PLAYGROUNDS, ASK PEOPLE TO SOLVE CRIMES, OFFER ‘ALL YOU CAN EAT CONTENT’, VOTE, SHARE, POST, DOWNLOAD, UPLOAD, LOCATE, AUGMENT, IMMERSE…
  18. 18. COULD DO WITH SOME TOOLS
  19. 19. IT HELPS YOU FIND THE FIT YOUR PRODUCT/ SERVICE AN AUDIENCE
  20. 20. ..AND PLACES IT INTO… YOUR PRODUCT/ SERVICE AN AUDIENCE BUSINESS MODEL
  21. 21. The Business Model Canvas designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Revenue Streams Customer SegmentsValue PropositionsKey ActivitiesKey Partners Cost Structure Customer Relationships Designed by: Date: Version:Designed for: ChannelsKey Resources
  22. 22. The Business Model Canvas designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Revenue Streams Customer SegmentsValue PropositionsKey ActivitiesKey Partners Cost Structure Customer Relationships Designed by: Date: Version:Designed for: ChannelsKey Resources
  23. 23. The Business Model Canvas designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Revenue Streams Customer SegmentsValue PropositionsKey ActivitiesKey Partners Cost Structure Customer Relationships Designed by: Date: Version:Designed for: ChannelsKey Resources
  24. 24. copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  25. 25. The Business Model Canvas designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Revenue Streams Customer SegmentsValue PropositionsKey ActivitiesKey Partners Cost Structure Customer Relationships Designed by: Date: Version:Designed for: ChannelsKey Resources
  26. 26. The Business Model Canvas designed by: Strategyzer AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Revenue Streams Customer SegmentsValue PropositionsKey ActivitiesKey Partners Cost Structure Customer Relationships Designed by: Date: Version:Designed for: ChannelsKey Resources
  27. 27. The Value Proposition Canvas Customer (Segment) Profile: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com Pains Gains Customer Job(s) copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  28. 28. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com
  29. 29. copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  30. 30. •  Physical/tangible –  Goods such as manufactured products. •  Intangible –  Products such as copyrights or services such as after- sales assistance •  Digital –  Products such as music downloads or services such as online recommendations •  Financial –  Products such as investment funds and insurances or services such as the financing of a purchase. Pg 29 Products and Services
  31. 31. copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  32. 32. copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  33. 33. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com
  34. 34. Target Groups – think about your theme
  35. 35. The Value Proposition Canvas Customer (Segment) Profile: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com Pains Gains Customer Job(s) copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  36. 36. •  Functional – Mow the lawn, eat healthy, write a report. •  Social – Look trendy, be perceived as competent. •  Personal/emotional – Seeking peace of mind, job security. •  Supporting – Buyer of value; Co-creator of value; Transferer of value Pg 12 Customer jobs
  37. 37. The Value Proposition Canvas Customer (Segment) Profile: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com Pains Gains Customer Job(s) copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  38. 38. The Value Proposition Canvas Customer (Segment) Profile: copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com Pains Gains Customer Job(s) copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer strategyzer.com The Value Proposition Canvas Gain Creators Pain Relievers Products & Services Value (Proposition) Map:
  39. 39. Prioritize
  40. 40. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com
  41. 41. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Multiple Value Propositions – to different B2C profiles within different contexts
  42. 42. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Multiple Value Propositions – B2B Influencers Decision Makers Recommenders Economic Buyers End Users Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com Saboteurs Pg 50
  43. 43. Platform Second Audience First
  44. 44. Platform third Audience second Me and my idea first
  45. 45. Platform third Audience second Me and my idea first FIT FIT
  46. 46. Push v Pull
  47. 47. Pg 94
  48. 48. Pg 94
  49. 49. Theme Machine “Your project” Impact with an audience
  50. 50. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com ITERATIVE PROCESS
  51. 51. Once we understand pain and gain, we can justify the journey of the audience through our concept.
  52. 52. We can design the potential for flow within and between the components that make up our concept
  53. 53. Touch points Touch points we could affect
  54. 54. Touch points Touch points we could affect Awareness      Understanding      Sign-­‐up      Use      Comple9on      Advocacy  
  55. 55. Touch points we can affect Extending  touchpoints  
  56. 56. 2nd  Awareness  the  of  campaign   Understanding  of  the  campaign   Sign-­‐up,  use  &  advocacy  of  the  campaign   1st  Awareness  of  the  campaign  
  57. 57. And the funny thing is…
  58. 58. Character Journey
  59. 59. WE CONSIDER THE TRANSFORMATION OF A CHARACTER IN A STORY AND THAT TRANSFORMATION IS AFFECTED BY WHAT MOTIVATES THE CHARACTER
  60. 60. WE CONSIDER THE TRANSFORMATION OF THE AUDIENCE THROUGH OUR CONCEPT. AND THAT TRANSFORMATION IS AFFECTED BY WHAT MOTIVATES THE AUDIENCE
  61. 61. User Journey
  62. 62. Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why?
  63. 63. What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why?
  64. 64. How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why?
  65. 65. What do they expect to get out of it? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? ..and how will they know it?
  66. 66. Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it? CONVERSION
  67. 67. What is else competing for their attention? Is there anything else that does something similar? Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it?
  68. 68. Why stick with it? Why not go back to what they were doing? What is else competing for their attention? Is there anything else that does something similar? Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it?
  69. 69. Why stick with it? Why not go back to what they were doing? What is else competing for their attention? Is there anything else that does something similar? Will it be clear when they’ve reached their goal? What can they do when they’ve reached it? Why is this better than their original goal? How does it come to them or was it part of their journey? Where is the touch point? What was their goal before you come along? Where have they come from? What do they know/have experienced in relation to your project/theme? What device are they on/have access to? What are they looking for? Who are they? What do they like doing? What interests them and why? What do they expect to get out of it? ..and how will they know it?
  70. 70. 1 1 1 1 1 1 1 1 11 1 1 1 1 2 2 2 2 2 2 2 2 2 2 3 3 333 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 6 5 6 6 3 6 6 6 667 7 7 7 7 7 7 8 8 8 8 88 9 9 9 9 9 9 9 0 0 0 0 0 0 0 0 0Mikael  Wulff  and  Anders  Morgenthaler  
  71. 71. “How we want it” “How it really is”
  72. 72. Paul Tyler Copenhagen, Denmark @paultylerdk   #handlingideas   www.handlingideas.com   hKp://www.facebook.com/HandlingIdeas   Theme   Machine   “Your  project”   Impact   with  an   audience   END  

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