how we created customer personas for our online travel brands
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![Page 1: How we created Customer Personas for our online travel brands](https://reader034.vdocument.in/reader034/viewer/2022051817/547a56c4b479597c098b49e5/html5/thumbnails/1.jpg)
PERSONASHow did we ‘create’ them?Let’s meet them...
Tuesday 14 May 13
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DAG Goal?
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DAG Goal?To Help people enjoy the majesty and diversity of Africa through
safe, unique, and customised outdoor experiences.
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Exceptional? Authentic?The Bieb...
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The Bieb...
http://www.youtube.com/watch?v=XBVXPYTzczU
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What are Personas?
Tuesday 14 May 13
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What are Personas?
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What are Personas?
Real FakePeople
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How did we decide on these Personas?
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Step 1 - Brainstorm allpossible User Needs
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Step 1 - Brainstorm allpossible User Needs
AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising
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Step 1 - Brainstorm allpossible User Needs
AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising
Family activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing it
Tuesday 14 May 13
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Step 2 - Identify needs that are all users have
AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising
Family activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing it
Tuesday 14 May 13
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Step 3 - Identify 5/6 needs that differ for some users
AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising
Family activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing it
Tuesday 14 May 13
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Record these on a sliding scale (“Travel Drivers”)
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Which personas relevantto which brands?
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Why Personas?
Understand our customer’s needsAttract customers with relevant contentImprove website messagingImprove website processesDeliver better service
Tuesday 14 May 13