Page 5 - Claire VZ Consumer Use Case

Every desired user experience
Is derived from.....
And yields a detailed roadmap for....
Claire - Professional Millennial
"I do as much as I can from my mobile. Its just more efficient that
Before
At
After
5 Usage
Passionate Upbeat Multi-taskerSelf-Starter
Motivation
Goals
Goal to be the youngest Ad Exec in my company while maintaining work-life balance.
Start a family within the next 5 years.
Financial independence and security.
Fear
User Experience Mapping
Incentive
Career Growth / Achievement
Social
Claire’s Ecosystem
way."
Age: 32
Work: Content Marketer
Gender: Female
Education: BA, Marketing
Family: Married, no children Location: Chicago, River North district Income: $250,000
Travel to all continents and experience many different cultures.
Personas are useful for modeling buyer ecosystems and influencer models
Brands
1 Awareness
Frustrations/Pain Points
Too much time spent booking the same travel itineraries.
Researching products is complex and time consuming - compile reviews, inputs from friends, prices/deals, etc. Preferred
Brands
Proliferation of gadgets in her life - mobile phone, work ID, housekeys, hotel keycards, fitness trackers, credit cards, etc.
Finding the time to stay on top of the newest marketing strategies/techniques to
Journey 1: Claire’s Purchase of Noise Canceling Headphones
Personality
Introvert
help her clients excel.
Connecting 6
7 Advocating the headphones, and samples several
2 ConPsreidferreadtiCohnannels 1)Do
Claire’s Family
4 Purchase 2)ThinkB&rotFheer el 3)How(touchpoints)
How do I engage?
Tools to connect?
How do I interact with influencers?
Claire usually uses her laptop
Extrovert
& Sister
Analytical Creative Conservative Liberal
Bio
Claire is an up and coming advertising and marketing profes steim:esCa omontsh ifodr eworrak.tSihoentrav(eDlsamyosstly btoethfeosarmee citie
What am I doing? Where am I? Mobile
Claire
sional who travels 2-3
s whSeerearhcehr ltahrgeewstecbliefnotsr information on • Claire just returned home from business •
State of mind right now? Who is influencing me?
Pha pur •
•
• •
Referral - Friends/colleagues
Emotional drivers?
Passive Active
are located and typically takes the same flights and stays in t
chase)
he hsaemaedphhotoenlseesa. ch
• At home or between activities at work. • ntly she takes similar trips,
trip. computer to search the web
Online & Social Media
(sometime her mobile browser) Claire does research online, but
time. She is frustrated by the fact that no matter how freque
Where do consumers go for information?
she spends hours of time booking travel. She expects trave
Who is the most influential?
organized as she is.
What inspires confidence?
When it comes to producWts,oCrlkapireladcoees extensive research What barriers must be overcome?
from her social and workpcloaclleangetuweosrks. But when it comes Claire likes to see, feel, touch, and try the item before buying
Phase: Evaluation (Days before to •
Day of purchase)
• How do consumers interact with the product or service?
• How do we support trials or create in store or online interactions that support decision making?
Phase: Purchase (In-Store - Point • of purchase/receive product)
• How is this product or service purchased or
used?
• What is getting in the way?
• How do consumers or users to feel when
engaging online or in a retail store?
•
Claire asks her friends at work what
Claire is Tired and annoyed -- the plane
was noisy and she couldn’t work or •
sleep. prefers to feel and touch the product
•
online and seeks advice to the final selection,
.
l solutions to be as
they think.
Traditional Ads Gorrilla Efforts / PR
in store.
• In-store, Claire looks for the headphone section.
• Claire compares the various options based on features, reviews and pricing.
Con distr
Claire makes her decision and takes
the item to checkout.
• The retail clerk scans the item,
recommends a 2-year warranty.
• Claire declines the warranty and gets
out her credit card.
• She swipes her card and pays for the
headphones.
• The clerk puts the item in a bag and
hands Claire the receipt.
• Claire puts the receipt in her purse
with the otheCornfridenctiael ainpdtpsro.prietary materials for authorized Ver to any unauthorized persons or third parties except by w
fid
la
• Claire likes to listen to music when she
C3lawireo’rsks.
E
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olleagues
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y
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u
• Confused – where is the section for headphones? Why cant I find someone to ask?
•
el and o
entia
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k
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ym
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ibution of this material is not permitted to any unauthorized persons or thi
an opinion and that she needs to look up comparisons online again.
• Unsure – where is the checkout?
• Confused – do I really need the
extended warranty? What did the
online reviews say again?
• Relieved – that she had the right credit
card with her. What would she have
done if she hadn’t brought it?
• Concerned – aren’t there security
concerns about hackers getting my
card information?
• Slightly annoyed – that she needs to
izon perskonenel apndaoutpsidae apgenrcierseoncly.eUispe,td.isclCosuareno’rtdistthribeutiyon jouf tshistmaterial is ritten agreemenat.il it?
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Workplace
ClaireMiasnnaegaera Best Buy store and wants to see the headphone options.
use?
• Unsure – Is there a nearby Best Buy • store? Where is the closest store?
Claire compares the look and feel of
or
ize
d
Ve
riz
o
k
t
np
o
a
s
e
rs
on
n
with her phone.
• C8laire uses her mobile browser to
look up comparisons on features,
utside a
ic
in
g
r
e
v
i
g
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n
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w
ie
so
s
n
,
a
n
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ly
rd parties except by written agreement.
.U
s
e,
dis
r
c
• In-person with the checkout clerk
• Claire uses her credit card to pay
• She swipes her card in the CC
machine.
• Claire puts receipt into her purse.
los
ur
e or
not permitted
11
• Infrastructure • Data
• Analytics
• Support
• Security
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