Buyer personas & Customer journey
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A persona is defined by its personal, practical, and company-oriented goals as well as by the relationship with the product to be designed, the emotions of the persona when using the product, and the goals of the persona in using it.
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Buyer personas & Customer journey
- 2. #Innovation Consultant @Talent Garden # Start-ups and Growth Hacking # Founder @Skillando Digital Volunteering Filippo Scorza
- 3. 🦶 My journey Engineering Design Startup Amyko Startup Whataform Digital Volunteer Skillando Faculty Talent Garden Corporate Innovation Molti side projects - Blogging @filipposcorza.com
- 4. 🕒 Agenda Buyer / Proto personas Archetipi Personas Best practice Personas Workshop Empathy mapping Empathy map Workshop Customer journey Customer journey Workshop
- 6. 👧 Personas A persona is defined by its personal, practical, and company-oriented goals as well as by the relationship with the product to be designed, the emotions of the persona when using the product, and the goals of the persona in using it.
- 10. 👨 Archetipo
- 11. 👨 Archetipo
- 12. 👨 Archetipo
- 13. 👨 Archetipo
- 14. 👨 Archetipo
- 15. 👨 Archetipo
- 16. 👨 Archetipo
- 17. 👨 Archetipo
- 18. 👨 Archetipo
- 19. 👨 Archetipo
- 20. 👨 Archetipo
- 21. 👨 Archetipo
- 22. 👨 Archetipo
- 23. 👧 Personas Role based perspective (put yourself in your customer shoes)
- 24. 👧 Personas Engaging perspective (the way we as humans interact with other people)
- 25. 👧 Personas Fiction based perspective (the organization’s beliefs about who is using their product or service and what is motivating them to do so)
- 26. Collection of data. In the first step, you collect as much knowledge about the users as possible You form a hypothesis. Based on the first data collection, you form a general idea of the various users within the focus area of the project In this step, the goal is to support or reject the first hypothesis about the differences between the users. This happens by confronting project participants with the hypothesis and comparing it to existing knowledge. In this step, you decide the final number of personas You prepare situations. The method is directed at creating scenarios that describe solutions Acceptance is obtained from the organization. This means that as many as possible should participate in the development of the personas and that it is important to obtain the acceptance of the participants of the various steps. 👧 Personas: how to
- 28. 🔦 Hypothesis • who is the user? • male / female • age • ral • archetype • preferred social network • and more…
- 29. OPN(other people network) 🔦 Hypothesis
- 30. Quantitative data(survey - desk research - CRM) 🔦 Hypothesis
- 31. The goal is about learning cheap! 🔦 Hypothesis
- 32. 🔦 Hypothesis
- 33. 🔦 Hypothesis
- 34. 🔦 Hypothesis
- 35. Present and discuss about single findings 🔦 Hypothesis
- 36. Form a general idea of the various users within the focus area of the project 🔦 Hypothesis
- 40. Risorse per interviste utente: link 🎤 Interviews
- 41. Decide the final personas to run the experiment ✌ Define
- 42. Dotmocracy / mash up ✌ Define
- 43. User Stories (design the scenario) 🎬 User stories
- 44. •Extremely rich person •Born in 1948 •Male •Grow up in uk •Famous person •Two kids •Dog lover 🎬 User stories
- 45. 🎬 User stories
- 46. As a (user type) I want to (action/feature) So that (goal) 🎬 User stories
- 47. As a runner I want to track the miles i run each day so that I can have a good understanding of how much I have exercised 🎬 User stories
- 48. User story mapping is a great agile technique which helps product owners visualize the bigger picture while keeping all user story elements in perspective. 🎬 User stories
- 49. User stories are a technique used to describe the requirements of a digital service from a user perspective (in contrast with product-based requirement documents) 🎬 User stories
- 50. 🎬 User stories
- 51. 🎬 User Stories •Storiesonboard: link •Featuremap: link •Trello: link al template •Mural: link al template
- 55. 💭 Empathy map
- 56. Che cosa pensa e prova? Cercare di descrivere ciò che è nella mente del cliente • Che cosa conta davvero per lui (e cosa non dice)? • Che cosa lo motiva? Quali sono le sue emozioni? • Quali sono i suoi sogni e le sue aspirazioni? • Quali sono le sue preoccupazioni? Cosa lo tiene sveglio la notte? Che cosa sente? Descrivere ciò che il cliente sente nel suo ambiente • Che cosa dicono i suoi amici e familiari? • Cosa si dice nel suo ambiente professionale? • Chi sono i suoi principali influencer? • Com’è influenzato? Attraverso quali mezzi? 💭 Empathy map
- 57. Che cosa pensa e prova? Cercare di descrivere ciò che è nella mente del cliente • Che cosa conta davvero per lui (e cosa non dice)? • Che cosa lo motiva? Quali sono le sue emozioni? • Quali sono i suoi sogni e le sue aspirazioni? • Quali sono le sue preoccupazioni? Cosa lo tiene sveglio la notte? Che cosa sente? Descrivere ciò che il cliente sente nel suo ambiente • Che cosa dicono i suoi amici e familiari? • Cosa si dice nel suo ambiente professionale? • Chi sono i suoi principali influencer? • Com’è influenzato? Attraverso quali mezzi? 💭 Empathy map Che cosa dice? Cercare di descrivere ciò che direbbe in pubblico • Come dice in pubblico? • Qual è il suo atteggiamento? • Quali sono le differenze tra quello che dice e quello che pensa? Cosa fa? Descrivere ciò che il cliente sente nel suo ambiente • Come si comporta in pubblico? • Qual’è il suo atteggiamento? • Ci sono differenze tra quello che dice e quello che fa?
- 58. 💭 Empathy map Sofferenza • Quali sono le sue frustrazioni? • Che cosa ostacola i suoi desideri e necessità? • Quali rischi ha paura di affrontare? Guadagno • Cosa vuole veramente? • Come misura il suo successo? • Pensa alle strategie che potrebbe adottare per raggiungere i propri scopi
- 61. 🧳 Customer Journey Customer Journeys describe the path of sequential steps and interactions that a customer goes through with a company, product and/or service
- 62. 🧳 Customer Journey A common end-to-end customer journey represents all the interactions in between a customer being completely unaware of a company through becoming aware, investigating it, buying it, using and assimilating it, through to becoming an advocate - telling others that they should buy it and use it too.
- 63. 🧳 Customer Journey The purpose of evaluating and mapping the customer journey is to find out more about consumer behavior. The customer journey can therefore be better designed, leading to an increase in the conversion rate. The relationship between different touchpoints can also be analyzed.
- 64. 🧳 Customer Journey The 5 A's of the end-to-end Customer Journey • Awareness • Acquisition • Adoption • Assimilation • Advocacy
- 65. 🧳 Customer Journey Awareness This stage covers the needs identification and the beginnings of a search for a general solution to that need, as well as becoming aware of the product, service and/or company.
- 66. 🧳 Customer Journey Acquisition In this stage the prospect becomes to actively consider, try out and ultimately acquire or purchase a product or service.
- 67. 🧳 Customer Journey Adoption In this stage a customer gains initial success and value from the acquired product or service, getting the desired jobs done.
- 68. 🧳 Customer Journey Assimilation In this stage the customer becomes loyal through regular usage and value gained over time. The use of the product or service becomes second nature, to the point that they couldn't imagine doing it another way and it would be painful to lose the product or service.
- 69. 🧳 Customer Journey Advocacy Finally, in this stage the customer becomes an advocate and defender of the company, referring the company, product or service to others. This could also include creating and sharing content about the company, aiding other users on help forums, and sharing their positive experiences on public forums.
- 70. Activation (Vicinanza con l’utente) Awareness (Content discovery, consumption, nurturing) Retention (Consideration) ROI (Conversion) Referral (Customer satisfaction) 🧳 Customer Journey
- 73. From trial to purchase: modello della freemium economy 💎 Trigger 1
- 74. 💎 Trigger 1
- 75. Autostima: si, anche tu saresti in grado di… 💎 Trigger 2
- 76. 💎 Trigger 2
- 77. Versione migliore di se stessi: percezione di rinnovamento 💎 Trigger 3
- 78. 💎 Trigger 3
- 79. Novità, special edition, limited edition 💎 Trigger 4
- 80. 💎 Trigger 4
- 81. Euristiche comportamentali : cervello rettiliano 💎 Trigger 5
- 82. 💎 Trigger 5
- 83. Misterioso, scarso, esclusivo, elitario 💎 Trigger 6
- 84. 💎 Trigger 6
- 85. Urgenza: ho più paura di perdere qualcosa rispetto al guadagno che otterrei possedendola 💎 Trigger 6
- 86. 💎 Trigger 6
- 87. Paura: di non essere accettati, di non essere abbastanza… 💎 Trigger 7
- 88. 💎 Trigger 7
- 89. Credibilità, trust, opinioni altrui 💎 Trigger 9
- 90. 💎 Trigger 9
- 91. Status: appartenenza ad un gruppo esclusivo, lista di attesa 💎 Trigger 10
- 92. 💎 Trigger 10
- 93. Emozione, immagini evocative, wow 💎 Trigger 11
- 94. 💎 Trigger 11
- 95. Inclusione: membro di una community piuttosto che cliente di qualcuno 💎 Trigger 12
- 96. 💎 Trigger 12
- 98. 👧 Tools •UXpressia: link •Sticktail: link •Xtensio: link •Userforge: link
- 100. ✏ Keep in touch Scrivimi
- 101. 👋 That’s all folks: hello@filipposcorza.com