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L E G O L A N DP E R S O N A & J O U R N E Y M A P
V A N E S S A M A R I N I & J A N I N A L E N N E F E R
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Persona
Martin Hupfer
29 years old
Kindergarten teacher
Traunstein, Germany
„Toys are part of my every dayworking life that help to educate
the children. In my private life I have lego, where my inner childcomes out.“ l
About
Martin is a passionate Kindergarten teacher. He to teach and possesses
an innate desire to help children get the very best formal educationpossible. He has a long track record of successfully supporting a child’s
social, emotional and cognitive development. As a true professional he understands that pupils do not learn the same things at the same time in the same way, because of this she tailors his approach to teaching to
meet the specific needs of individual pupils.
In his spare time he loves to spend time with his girlfriend or his Lego collections.
Likes
• Social activities• Children• Hiking• Skiing
Dislikes
• Soccer• Computer Games• Office Work
Goals
Martin wants to propose to his girlfriend and can‘t wait to start hisown little family with at least two kids. He can‘t wait to play lego withhis kids on sundays and show them the world.
For his professional career, Martin will definitely stay with educatingchildren. His big dream is to run his own kindergarten one day.
Personality
Extrovert Introvert
Sensing Intuitive
Thinking Feeling
Judging Percieving
Traits
Techsavy
Early adapter
Money conscious
Hardworking
Favorite Brands
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Discover
Awareness
Tasks
Who was there?What is it? What can you do there? What is the target group / age of visitors?
Questions
CuriousExcitement ScepticalInterested
Emotions
Not enough/good/right advertisement No clear target group (also for the older ones?/collectors/Hobbyists?)
Weaknesses
Kindergarten visitorsFriendsOnline Shop
Touchpoints
People he is in touch withOnline ShopInformation paper in ordered package
Influences
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Research
Knowledge
Tasks
What can you do there? What do they offer? What attractions are there? Does their Lego shop have special editions? Where is it? How would I get there?
Questions
CuriousExcitementInterestedimpatient
Emotions
No offers for his personal interest (collectors/old players), website only targeting family & kids (pictures)
Weaknesses
WebsiteSocial Media & Forumsasks parents & friends
Touchpoints
Experiences& opinions of others Online ratings & comments,
Influences
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Purchase
Plan trip & Buy TicketsTasks
How long? (with stayover or not) Transportation? With whom do I go? When? Special ticket offers? (packages,discounts)
Questions
interested & impatientunsecure about money (best offer)anticipated excited
Emotions
Retargeting during purchaseNo special offers for his target group
Weaknesses
WebsiteService HotlineTravel agenciesLotteryGroupon
Touchpoints
His travel companionCall Center agentTravel agentWebsites
Influences
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Delivery
VisitTasks
Where do I start? What do I want to see? Where is the shop? What is my plan?(Planning visit according to circumstance like weather, people, likes/dislikes)
Questions
ExcitementHappiness,Overwhelmed & thankfulCuriousadventurous
Emotions
No real-time updates of the attractions (waiting times...)bad foodbad ticket system à long waiting period, too much focus on children&family àless/no interaction with other „lego nerds“
Weaknesses
Legoland mapWebsite/AppInformation desklegoland workers & other visitors
Touchpoints
Other visitorsAtmosphere &circumstances (weather, crowded, prices in shop & food)employees attitude
Influences
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After Sales
Good MemoriesTasks
What could be improved? What was my favourite? Would I like to come back ?Will the attractions vary? Are there special days (easter, halloween, karneval, birthday...)?
Questions
ConfidentCriticalreminisce
Emotions
No rating offer, it is not asked for his opinion à probably bad improvement (service, offer, attracttions)
Weaknesses
Vouchers (i.e. birthday)NewsletterSouvenirs & Gifts
Touchpoints
Experience Serviceperformance/price relationship,
Influences