VP IPP - Week 1 - Customer Persona & Market Segmentation. (Nhiều nội dung hấp dẫn)
Creating Customer Personas What is a Market Segment? A set of actual or for a given set of who share the same who reference each buying decision potential customers products or services, needs or wants, and other when making a What is a Market Segment? The smaller and more specific the segment, the easier it is to identify and understand them Questions to ask ● ● ● ● ● ● ● What are their pain points? What is their buying process? Who they listen to? Where they congregate? What content they read? What are likely product requirements? How we find & reach them? Questions to consider ● ● ● ● ● ● ● What are their pain points? What is their buying process? Who they listen to? Where they congregate? What content they read? What are likely product requirements? How we find & reach them? Segments have all or most of these in common Example: ● Handwritten ● Sketched ● Quick Example: ● Handwritten ● Sketched ● Quick What’s the Point? ● ● ● ● ● Visual communication tool Promote common understanding among team Empathize with needs of customer Iterative and easy to revise over time Not meant to be 100% perfect Exercise 1: Team Persona Create customer personas as a team for the EARLY ADOPTER of Dropbox Group discussion and “dot” voting Create group composite persona LATER: Create customer persona for YOUR OWN company Sketch! Dropbox Customer Persona Imagine typical Dropbox customer Give him/her a name “What I truly need is…” SKETCH your customer a Facial expression b Clothing c Background Brainstorm FACTS (5 mins) List important demographic FACTS a Married or single? b Profession, income level? c Where they live? d Children? e Age and gender? GOAL: Write 5-7 FACTS Brainstorm PAIN POINTS (7 mins) ● ● ● ● ● “I feel frustrated that […]” “I find it annoying that […]” “It’s not fair that […]” “I don’t have a way to […]” “I can’t find any […]” GOAL: Prioritize and write down top pain point Brainstorm BEHAVIORS (7 mins) ● What actions or past behaviors could we observe the customer doing in real life? ● What they search for? ● What other products or services they use? GOAL: Prioritize and write down top behaviors Brainstorm GOALS (7 mins) ● ● ● ● What they hope to achieve? What can they create? What will they experience? How they want to feel with this product/solution? ● Efficiency or efficacy? GOAL: Prioritize and write down top 3-4 goals Group Discussion (10 mins) ● Tape to wall ● Review other personas ● Like? Dislike? ● Add? Remove? ● Mark 5-7 dots by favorites Group Composite (10 mins) ● Combine favorites into one persona ● Discuss and build consensus Tape Composite to Office Wall ● ● ● ● Visual communication tool for team Everyone is reminded of customer needs Transparency and fluency Update after each iteration of customer interviews Questions Exercise 2: Personal (25 mins) Create personas for YOUR OWN company or organization Save for remainder of training program Revisit bi-weekly and update with any new insights from customer interviews ... composite persona LATER: Create customer persona for YOUR OWN company Sketch! Dropbox Customer Persona Imagine typical Dropbox customer Give him/her a name “What I truly need is…” SKETCH your customer. .. understanding among team Empathize with needs of customer Iterative and easy to revise over time Not meant to be 10 0% perfect Exercise 1: Team Persona Create customer personas as a team for the EARLY ADOPTER... and write down top 3-4 goals Group Discussion (10 mins) ● Tape to wall ● Review other personas ● Like? Dislike? ● Add? Remove? ● Mark 5-7 dots by favorites Group Composite (10 mins) ● Combine