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

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

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

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

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

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

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