These are our old style personas which are currently being updated to be focused around workflow and more representative of the combined business portfolio…
User Goals: Jim would like FG to help him…
• Monitor in-service fleet & keep abreast of new aircraft orders & retirals
• Monitor airline traffic & financial trends• Understand the financial health of individual
airlines e.g. profile, KPIs• Monitor aircraft values by type & age• Keep track of aircraft deal activity• Stay abreast of aircraft programmes and order
books• Learn about developing markets & new
operators e.g. start-up airlines• Keeping track of financing solutions• Access leads and customer lists for aircraft re-
marketing
Business goals: We want Jim to…
•Subscribe to Ascend Online Fleets and Values
•Subscribe to Flightglobal Pro •Attend relevant Flightglobal events•Read the Chief Executive interviews and
watch CEO videos•Sign up to Aircraft Finance e-newsletters
Jim
•Profession: LeasingManager, commercialaircraft operating lessor
•Location: US (SanFrancisco)
•Age: 35
•Hobbies: Running.Sports, Gadgets, Gym
•Personality: Analytical,Detailed, Organised,Trendy, Stylish,Intelligence obsessed
•Pet hates: Informationdelay, Slow access,Finding out last, Out ofdate information
Leasing Manager | Aircraft Finance
‘Aircraft finance contracts negotiator’
• Leasing manager for a commercial aircraft operating lessor• Responsible for managing aircraft lifespan & securing contracts• Interested in aircraft fleets, values, lease rates & economic trends
Internet experience: Expert
• Primary uses: News about aircraft availability | Aircraft values | Lease rates• Most useful B2B sites: Ascend Online Fleets and Values | Flightglobal Pro• Use of B2B sites per week: 20-30 hours • Device: Laptop | Blackberry | iPhone
•Profession: Network
Planning Manager,
airline flag carrier
•Location: US (Atlanta)
•Age: 35
•Hobbies: Travel,
Baseball
•Personality: Analytical,
Commercial,
Ambitious, Sociable,
Passionate
•Pet hates: Pointless
meetings, Not being in
the loop, Decisions that
are at odds with
corporate operating
Internet experience: Expert• Primary uses: Competitor airline activity | Airport operations• Most useful B2B sites: ATWOnline.com | Airlines.org (Air Transport Association) | • Use of B2B sites per week: 20 hours• Device: Desktop tes | ATWOnline.com | FlightGlobal.com | ATI
Network Planner |Airline Management
‘Airline flag carrier network planner’• Network route planner for an international airline flag-carrier• Responsible for maximising route profitability & network strategy• Interested in geo-demographics, passenger traffic & airport profiles
Scott
User goals: Scott wants FG to help him…
• Find geo-demographic info for current & target locations e.g GDP, political stability
• Monitor developments in passenger traffic e.g. volume, revenue passenger kilometres (RPK)
• Stay abreast of competitor airline activity scheduling changes, market share, flight activity
• Keep track of airport data e.g. operational capacity, runway length
• Understand the impact of aircraft performance data e.g. passenger yields, operational efficiencies
Business goals: We want Scott to…
• Subscribe to Flightglobal Pro• Register for events e.g. Network USA• Subscribe to Airline Business• Look for jobs & post vacancies• Read news about airline strategy, alliances,
route announcements • Sign up to the Network Planning newsletter• Subscribe to the Airline Business and Airlines
RSS feeds• Read the Airline Business Daily for news about
IATA summit/AGM
‘Relationship building airport marketer’• Aviation Director managing a team of Marketing & PR professionals• Responsible for airline relations & supporting business development• Interested in airline news / data, route activity, traffic & tourism trends
Internet experience: Intermediate
•Primary uses: Route & scheduling activity | Passenger traffic | Travel & tourism trends | •Most useful B2B sites: Airline & airport websites | ATWOnline.com | FlightGlobal.com | ATI•Use of B2B sites per week: 10-15•Device: Desktop
User goals: Philippe wants FG to help him…
•Keep up to date with news about airline activity
e.g. scheduling, routes, yields •Access airline data e.g. financial stability,
alliances, codeshares, orders & deliveries•Monitor developments in passenger traffic
i.e.
by airline, airport and destination•Identify opportunities for business
development
e.g. local business, gov plans•Monitor developments influencing business
strategy e.g. runway extensions, terminals•Stay abreast of market trends e.g. low cost
airlines, patterns in travel & tourism•Find out about competitor airports e.g.
marketing claims, PR, runways, traffic
Business goals: We want Philippe to…•Subscribe to Flightglobal Pro•Subscribe to FI Network Planning•Subscribe to Icaodata.com•Subscribe to Airline Business•Attend Network events•Commission Flight Insight research•Look for jobs & post vacancies•Promote his airport on the site•Visit the Airline section & directories•Sign up to Airline RSS feed & Network
Planning e-newsletter
Aviation Director | Airport Marketing
Philippe•Profession:Marketing Manager,city airport
•Location: France
•Age: 39
•Hobbies: Golf ,Scuba diving,Cinemaand movies
•Personality:Confident, Outgoing,Creative
•Pet hates: Wastedtrips, Missedappointments, Localgovernment politics
President | Business Aviation
•Profession:President, businessaviation company
•Location: US(California)
•Age: 50
•Hobbies: Yachting,Fine wine, Homeentertainment
•Personality:Demanding,AssuredHard working, RiskTaker, Arrogant
•Pet Hates: PoorService, Deliverydelay
Business goals: We want Len to…
• Subscribe to Flight Int. for technical news about new aircraft, manufacturers & flight tests
• Subscribe to ACAS Business Aviation
• Sign up to the Business and General Aviation email newsletters
• Sign up to the Headlines RSS feed
• Read the Business aircraft directory & the Business aircraft census
• Buy the Biz-Jet fleet book & research prices of used business aircraft
• Read Flight Daily News Updates & Learmount blog
• Browse the industry shows & conferences calendar over next 2 yrs
User Goals:Len would like FG to help him…
• Stay abreast of operational issues affecting customer experiences e.g. changes in aircraft handling procedures
• Monitor developments that could influence business strategy e.g. international airport services
• Understand the impact of new aircraft developments on his business
• Keep up-to-date with operational and safety issues concerning his aircraft
• Monitor financial performance of key customers and aircraft manufacturers
• Find out about details about industry events and networking opportunities
Internet experience: Intermediate
‘Business aviation strategist’• Senior executive for premium flight service provider • Responsible for business strategy & the customer experience• Interested in operational and safety issues
• Primary uses: Financial results | New aircraft announcements | Manufacturer news | • Most useful B2B sites: Jetnet | Avinode | WallStreetJournal.com• Use of B2B sites per week: 5-10 hours• Device: Laptop | Blackberry
Len
For our new personas, we are in the process of identifying the key workflows for the sectors of Finance, MRO and Air Marketing. MRO is the most developed of these.
MR
OA
MI
FIN
Sales Prospecting
TransactionsAnalysts
7
Examples of our personas workflows (work in progress)
Selling parts to Airlines
Airport selling slots to Airlines
Warranty checks on individual aircraft
components
Lessor with aircraft to lease
Bank assessing individual aircraft
loan
OEM assessing Market share
Airline start-up assessing global
network deficiencies
Insurer assessing accident risk
Airlines assessing route yield versus
competitor
Good Market Knowledge Market Knowledge Gaps
MRO Sector Personas
“Responsible for making
Sales & Marketing
Primary Personas
Market Intelligence
Four key user groups were identified during recent research:
ReliabilityCustomer Support
Secondary Personas
Sales & Marketing Persona: EMEA Sales Manager
Text
Paul
Responsible for developing the Boeing and Airbus maintenance business in EMEA
Job role & goals
Information & data needs
Organisation: Independent MRO operating 4 global centres
Location:Cheltenham
Personality:Confident I Experienced I Personable I Commercial I Technical I Energetic I Positive I
Challenges:Identifying Potential Targets I Providing Competitive/Realistic Proposals I Responding to Market Developments
ACAS Interactions:Sales Team | Marketing | Senior Management | Business Development | Engineering
Responsible for developing business in the EMEA region Building business cases for new MRO opportunities Identifying new business segments Identifying prospective customers e.g. Monitoring fleet
development Monitoring Aircraft deliveries to help predict future
requirements Preparing for prospective client meetings e.g. understand their
existing fleet, orders, backlog Understanding the order pipeline i.e. who is ordering what
types of aircraft Marketing campaigns & mail shots to support field sales
activity Preparing proposals and contracts for new business
Essential: Airline current fleet with total utilisation, fleet development, orders, make, type, model, ownership and age of individual aircraft,. Hours and cycles data is key, market breakdown in terms of region/country
Important: Maintenance data to see what agreements people have, parked vs active, fleet development
.Not Required: Forecasting and the Query tool
“It’s all about understanding your potential customers and providing a tailored solution”
Based on 19 respondents
Daily routinePaul usually spends at least a couple of days a week in the office and the rest of his time is spent meeting clients/prospects. He will also attend relevant events – either to liaise with clients or on a stand.
A day in the office starts by reading the news – he’s subscribed to many news sources and is looking at market developments that may be potential opportunities ort threats.
He will often use ACAS to validate the opportunity and get further background. Once all the relevant information is gathered, he’ll then make contact.
He’ll then prepare for his upcoming new business meeting in Copenhagen. He'll gather information on the company: who are the key people, what is in their fleet, what’ have they got on order. He’ll then run a report of all airlines in Denmark with Boeing fleets.
He then receives an email from the MD, asking if he could run a report on who has 787s on order in EMEA. He runs the report then forwards it on.
The rest of the day is spent responding to client requests and preparing for his upcoming trip.
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Sales & Marketing Persona: EMEA Sales Manager
Text
Paul
Responsible for developing the Boeing and Airbus maintenance business in EMEA
Data format
News & data consumption
Organisation: Independent MRO operating 4 global centres
Location:Cheltenham
Personality:Confident I Experienced I Personable I Commercial I Technical I Energetic I Positive I
Challenges:Identifying Potential Targets I Providing Competitive/Realistic Proposals I Responding to Market Developments
ACAS Interactions:Sales Team | Marketing | Senior Management | Business Development | Engineering
He’ doesn't understand why ACAS is not online already He currently struggles to get his IT team to update ACAS Having the most up to date data would enable him to react
quickly to opportunities – he’s always wanting the latest insights
It would be great to combine with other Flightglobal products and news to provide a ‘one stop shop’
He occasionally looks at ACAS when he is on the road, however this is usually just to check on high level information such as an airline’s current fleet or prospects in a particular geographic area
Mobile access would only be beneficial for high-level information such as the ‘Companies’ section
Data is provided by some airlines and OEMs Has used ASO and finds it to be more user friendly It would save a lot of time to integrate tailored news Would like access to Helicas but company can’t justify the
spend Enters data into Salesforce.com manually
News & Data Sources:
“It’s all about understanding your potential customers and providing a tailored solution”
Saves time & money – delivering accurate and enhanced data to maximise potential opportunities
Free up time to add value – accurate data means that time can be focused on leveraging the insight
Continuous development – understanding how market developments will impact the business, anticipating change and proactively enhancing the offering to reflect this
Enhanced credibility - provides the insight to really understand a potential customer before meeting them
Has become the ‘go-to’ person within the organisation for ACAS as is most familiar with the interface
There are several other users however they are not comfortable using ACAS
Receives requests from many teams for data Provides data directly to colleagues in a spreadsheet with
no further analysis The majority of respondents would self-serve if the product
was easier to use
Data recipients
How ACAS helps the user
MI Persona: Market Intelligence Manager
Text
Neil
Responsible for forecasting future market and helping organisation to make effective strategic decisions
Job role & goals
Information & data needs
Organisation: Engine OEM
Personality:Subject matter expert | Analytical | Strategic | Experienced | Commercial | Technical
Challenges:Accessing the most accurate market data | Managing demands on his time
ACAS Interactions:Management Team | Finance | Sales | Marketing | Business Development | Strategy | Mergers & Acquisitions | Programme Management | Account Management | Product Management | Engineering
Manages a team of 4 market analysts Acts as an internal consultancy across the business providing
monthly reports and responding to ad-hoc requests Responsible for forecasting market share over the next 10 years Analyse market, channels, regions and market dynamics Define strategy for a certain products or markets Annual strategic business planning: look at each market and each
part of the world then key customers Provide a series of monthly reports to support business
development including country, airline and product reports Deliver ad-hoc reports across the business
Essential Current fleet, fleet development, orders, hours and cycles, parked/active, query tool
Important: Individual aircraft, leaser information, forecasting data from 2.5
Not Required: Companies section
“I help people around the business to get the maximum insight to make smart decisions”
Based on 14 respondents
Daily routine
Neil is office based. When he gets into the office in a morning he usually reviews the news alerts he receives by email. He’s looking at what will positively/negatively impact upon the organisation.
He then looks at his email and he usually has 2-3 ad-hoc requests for data that is needed urgently. This usually involves a combination of ACAS and internal data. He produces an excel report with pivot tables and forwards on to the individual.
He then focuses on the monthly operations plan he is producing for a few hours. Finally he compiles the report requested by mergers & acquisitions.
He spends about 60% of his time dealing with ad-hoc requests and the rest of it working on ongoing reporting.
Pain points & frustrations
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MI Persona: Market Intelligence Manager
TextResponsible for forecasting future market and helping organisation to make effective strategic decisions
Data format
News & data consumption
Daily routine Frequently uses the query tool in order to fully manipulate the
data Would be great to save updates to data with own data Data is exported to excel, uses pivot tables and will frequently
do predictive modelling Deliver reports in Excel including internal, ACAS, & OEM data Geographic split is key for reporting Also combine data into written reports and PowerPoint
presentations Would not mind ACAS going online as long as it does not
impact on functionality, product performance and is anonymous Would be happy for data to be updated automatically No benefit of mobile access for him however it would be good
to stop some of the generic queries coming from sales
News sources are used to keep up with industry developments
Data is provided by some OEMs, and aircraft manufacturers Access analyst reports to provide opinion, however quality
varies significantly
News & Data Sources:
“I help people around the business to get the maximum insight to make smart decisions”
NeilOrganisation: Engine OEM
Personality:Subject matter expert | Analytical | Strategic | Experienced | Commercial | Technical
Challenges:Accessing the most accurate market data | Managing demands on his time
ACAS Interactions:Management Team | Finance | Sales | Marketing | Business Development | Strategy | Mergers & Acquisitions | Programme Management | Account Management | Product Management | Engineering
How ACAS helps the user
Saves time – delivering accurate and enhanced data to input into analysis
Flexibility – provides ability to query data in required manner
Continuous development – understanding how market developments will impact the business, anticipating change and proactively enhancing the offering to reflect this
Enhanced credibility - provides a large data set to support analysis
People go to him to provide insight on top of the data He adds value by combining insight from different data
sources An intranet location provides access to ongoing monthly
reports Incorporating analytics features within ACAS would help
some of the ad-hoc requests be able to self-serve
Data recipients
13
Reliability Persona: Product Performance Team Manager
Text
Steve
Responsible for analysing product reliability and predicting returns rates
Job role & goals
Information & data needs
How ACAS helps the user
Organisation: OEM
Personality:Subject matter expert I Experienced I Technical I Detailed | Analytical
Challenges:Ensuring that utilisation data is up to date and accurate
ACAS Interactions:Engineering | Repairs | Sales Team | Customer Service | Senior Management | Product Management
Manages a team of 7 people who have responsibility for analysing the entire product set
Analyses monthly product utilisation Works out reliability of all products using a combination of airline
data, ACAS and estimates Predicts likely returns rates for products and ensures stock
availability Adds data to their propriety Reliability database
Essential: Hours and cycles, fleet report with total utilisation Important: Data Currency indication – utilisation data carried
forward month to month Nice to have: Biz Jet data & Flight hours for Helicopters:
x
“I’m looking at how our products are performing,, flagging issues and ensuring we have enough spares”
Data Format
No requirement for mobile access Online data would have no impact on him as long as he can
access the information Exports data monthly and imports into proprietary reliability
database and also imports airline data
Daily Routine
Steve has a consistent routine that does not change. Monitor the performance of the products. Work out reliability meant imes and present on product performance for bids..
Adds ACAS, Airline and own data to proprietary reliability database
.
Efficiency – the ability to save filters& export/feed into proprietary database
Currency – Data is the best available Extent – wide range of data
.1
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Customer Support Persona: Customer Support Manager
Text
Chris
Responsible for checking and approving warranty claims
Job role & goals
Information & data needs
How ACAS helps the user
Organisation: OEM
Personality:Personable I Focused I Detailed I
Challenges:Responding to support claims and checking their validity
Internal Interactions:Operational centres around the world I Customer Service
Support a defined list of Airlines in Europe, and Asia supporting the product with those customers
Responds to emails and call from customers submitting warranty claims and if valid issues customer credits
Validates warranty claims Logs issues in reporting system Cross reference ACAS data with internal data Process claim and credit customer account
Essential: Individual aircraft: make, type, model, utilisation, routes, make, model (apu model), ID, age, hours and cycles, ownership
Not required: the rest of the product – data needs are consistent and do not change
Efficiency – the ability to save filters Validity – the ability to check company data against ACAS
data
“I use ACAS in a regular manner to validate claims – it’s essential to my role ”
Data Format
No requirement for mobile access Online data would have no impact on him as long as he can
access the information Exports data monthly – simply looks up claim and validates
Daily Routine
Chris has a consistent routine that does not change. He comes into the office in a morning and checks claims that have come in over night. He deals with several time zones so gets a stream of requests.
He methodically works his way through the claims, logging them in SAP, then validating them with data from Bombardier, Boeing and ACAS.
When he validates a claim he credits the customer account and logs it in the system.