Powerful tools that clearly delineate individual customers and are quantifiable. Segmentation variables can correlate to specific needs – for example, life stage and family status strongly influence financial needs.
The ability to understand what product and service features resonate with which dimensions enables the design of engaging experiences - which is the first step towards building customer advocacy.
Constructed directly from observable behaviours and associated values and goals, personas are touchstones for designing products, experiences and value propositions.
Understandable and engaging, persona's become a touchstone for decision making for your design journey. They make 'the customer' a living breathing person who needs to be designed for - not a demographic category.
Helps organisations understand what needs to be delivered to meet real customer needs and how to deliver that change.
Without a guide to what your customers value, you risk designing product and services that meet your own internal needs, not the customers.
Who are your customers, what are their values, who should you target?
Identifies the psychographic determinants of your customer base - and maps out the unarticulated needs that will make them real advocates.
A true measure of satisfaction a customer experiences at a set point in time with your business
On a scale, usually 1-5 or 1-10, it sets a baseline to measure improvement at a customer touchpoint.
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