unleashing personalization beyond your...
TRANSCRIPT
www.sitecore.net
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26 February 2013
UNLEASHING PERSONALIZATION
BEYOND YOUR WEBSITE
Delivering a Relevant Customer Experience Across Marketing Channels
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Today’s Webinar
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Recognition
Gartner 2010, 2011, 2012 WCM Magic Quadrant “Leader”
Gartner 2012 CRM Multichannel Campaign Management “Visionary”
Forrester Wave™: Web Content Management For Online Customer Experience, Q3 2011 “Strong Performer”
Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004
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Sitecore Customers Around the World
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Today’s Presenters
VML
Beth Bader
Director, User Experience
Sitecore
Lars Petersen
Head of Business Optimization
Services
What are Personas?
Research-based on real users
Identify user behaviors and goals — not
demographics
Guide functionality and design decisions
A persona represents a larger group of users’ goals, behaviors and attributes expressed as a single person.
What are Personas?
Research-based on real users
Guide functionality and design decisions
Identify user behaviors and goals — not
demographics
What are Personas?
Guide functionality and design decisions
Identify user behaviors and goals — not
demographics
Research-based on real users
“Our model shows that although a redesign completed without personas will likely pay off, a redesign with personas can provide a return that is as much as four times more — more than enough to cover the incremental investment.” — Forrester
SOURCE: “ROI OF PERSONAS,” FORRESTER RESEARCH
Why Use Personas?
• Personas bring focus
• Personas build
empathy
• Personas encourage
consensus
• Personas create
efficiency
• Personas lead to
better decisions
How does this drive ROI?
Remove biases Personas allow your team to focus on user
behaviors and motivations instead of their
own opinions or disagreements.
Be strategic Your team can make decisions at a
strategic level by matching your product’s
focus and purpose to your user’s needs
and goals.
1. Define who your
audience is
2. Review existing
information
3. Perform user research
4. Segment the users
based on goals,
behaviors and
attitudes
5. Create rich, useful
personas
6. Prioritize
How are Personas Created?
Target audience
Purchase behaviors
Segmentation/Marketing insights
Define your target audiences
1.
Start with internal stakeholders
to capture:
Site analytics
Existing research
Search analytics
Customer support logs
Social analytics
Consumer feedback
Channel usage
Secondary research
Review existing information 2.
Look for patterns and behaviors:
Perform User Research 3. Two types of user research:
Quantitative Gather broader insights from a large group
of users.
Type: Site Surveys
Benefit: Lower cost, less time
Risk: Personas only be based on user-reported behavior,
not actual behavior.
Qualitative Interviews or field research with
at least eight users for each
audience type.
Types: User Interviews, Field Research
Benefit: Most accurate, can observe actual
behavior as well as user goals and
motivations.
Risk: Longer timeline, higher cost.
Segmentation 4. Segment users based on goals, behaviors and
attitudes
Goals • Buy a car
• Get financing
• Find the best trade-in
offer
Example: Car Manufacturer
Site
Behaviors • Visits to car sites
• Consulting peers
• Uses mobile device to
look up consumer
reviews while on car lot
Attitudes • Perception of car brands
• Knowledge about cars in
general
• Motivation to buy used or
new
Segmentation 4. Segmentation
should: • Explain key differences you’ve
observed among users
• Be different enough from each
other
• Feel like real people
• Be described quickly
• Cover all users
• Clearly affect decision making
Create Rich Personas 5.
A real name
Photo
Quote
Compelling back story
User goals
Personal information
Behaviors
Scenarios
Create Rich Personas 5.
Does the persona sound like a real person?
Is the back story compelling, does it provoke empathy?
Are goals and attributes highlighted in a bulleted list?
Will the persona enable design, feature and
functionality decisions?
Is the persona usable in format with critical information easy to scan?
Does the persona look professional, an important element in the design process?
Checklist for Good Personas:
Complete Persona 5.
SOURCED FROM
• Analytics
• Secondary research
• CRM data
• User interview/Survey IDEAL
PERSONA
What user is
worth
What user
does
What user says
SOURCED FROM
• User interview/Survey
• Social listening
• Customer service logs
SOURCED FROM
• Purchase history
• Segmentation
• CRM data
• Demographics
Prioritize 6.
PRIMARY
The users of the product who are
its main focus or are the highest
value to the business. The
product design will be optimized
for them. At least one persona
must be a primary persona.
UNIMPORTANT
Low-priority users, including infrequent,
unauthorized or unskilled users.
AFFECTED
They don’t use the product themselves,
but are affected by it (i.e. the spouse of
someone using a travel Website to plan
a trip).
EXCLUSIONARY
Someone we’re not designing for.
SECONDARY
Users who also use the product.
We will satisfy them when we
can.
So, we’ve got personas. Now what?
Let’s put them to
use!
User experience
Design
Features and
functionality
decisions
Content
Sitecore
User Experience 1.
Make informed
decisions on the
site architecture
Understand what
users need from the
site
Know what functions
the site should
offer (and
shouldn’t)
Prioritize the
features and
content for each
wireframe
Design 2.
Focus the design team on what matters most to users
Help build empathy and connection to users
Visualize how users will interact with the site
Address special needs for contrast, type size and accessibility
Inform design of dynamic content that needs to be targeted to each persona
Features and Functionality 3.
Focus budget and timeline on the most important features and functionality for users
Prioritize development phases and feature sets
Clarity on goals helps contain scope
Provides a tool for gathering project requirements
Content 4.
Build an informed content
strategy
Understand which content
to target to each persona
Know what types of
content users will
respond to (video vs.
text) and how they access
that content (site vs.
mobile or both)
Inform the “voice” of the
brand that users will
respond to best
… and of course, getting the most from Sitecore’s platform.
Thank you. @BETHBADER
LinkedIn.com/in/baderbeth
Director, User Experience, VML
VML.com
www.sitecore.net
Why use Personas in real time?
Lars Birkholm Petersen E: [email protected]
T: @LarsBirkholm
www.sitecore.net
The Mechanics - Personas
Ann Decided Traveller
Hank Undecided Traveller
John Business Traveller
Sonia Comfort Traveller
www.sitecore.net
Sitecore Digital Relevancy Map
Research Compare Decision
Hank
Touch Points: Touch Points: Touch Points:
Intent: Intent: Intent:
Persuasive content needed: Persuasive content needed: Persuasive content needed:
Desired Action: Desired Action: Desired Action:
Case Study: Pioneer Financial
SITUATION Pioneer Services, a loan provider for
active military personnel, asked VML
to help restore some order in its
digital life, bring together eight
separate sites and additional
microsites to enhance SEO
performance and increase
conversions from visits to loan
applications.
SOLUTION
Based on Pioneer’s highly mobile
personas, VML helped Pioneer
create one site presence on a
Sitecore CMS, utilizing an adaptive
design that would render
seamlessly, regardless of device
— computer, tablet or smart
phone.
POWER OF PERSONAS AND
SITECORE
Key efforts were focused on
improving the loan application
process and developing a more
robust, content strategy that fit
the needs of the design
personas and Sitecore’s
capabilities to deliver a targeted
user experience.
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Thank you for joining us!
Your questions are important to us! If you
have a question for either of our presenters,
please feel free to contact them:
• Beth Bader: @BethBader
• Lars Petersen: [email protected]
We will email you links to the video recording and
PPT presentation within a couple of days.
Learn more with our educational resources: visit
www.sitecore.net/resources for white papers,
eBooks, videos and beyond.