VP IPP - Week 1 - Customer Persona & Market Segmentation

VP IPP - Week 1 - Customer Persona & Market Segmentation. (Nhiều nội dung hấp dẫn)

Creating Customer

Personas

What is a Market Segment?

A set of actual or potential customersfor a given set of products or services,

who share the same needs or wants, and

who reference each other when making a buying decision

What is a Market Segment?

The smaller and more specific the

segment, the easier it is to identify and understand them

Questions to ask

● What are their pain points?

● What is their buying process?

● Who do they listen to?

● Where do they congregate?

● What content do they read?

● What are likely product requirements?

● How do we find & reach them?

Questions to consider

● What are their pain points?

● What is their buying process?

● Who do they listen to?

● Where do they congregate?

● What content do they read?

● What are likely product requirements?

● How do we find & reach them?

Segments have all or most of these in common.

What’s the Point?

● Visual communication tool

● Promote common understanding among team

● Empathize with needs of customer

● Iterative and easy to revise over time

● Not meant to be 100% perfect

Exercise 1: Team Persona

1 Create customer personas as a team for

the EARLY ADOPTER of Dropbox

2 Group discussion and “dot” voting

3 Create group composite persona

4 LATER: Create customer persona for YOUR

OWN company

Sketch!

Dropbox Customer Persona

1 Imagine typical Dropbox customer

2 Give him/her a name

3 “What I truly need is…”

4 SKETCH your customer

a Facial expression

b Clothing

c Background

Brainstorm FACTS (5 mins)

1 List important demographic FACTS

a Married or single?

b Profession, income level?

c Where do they live?

d Children?

e Age and gender?

2 GOAL: Write 5-7 FACTS

Brainstorm PAIN POINTS (7 mins)

● “I feel frustrated that […]”

● “I find it annoying that […]”

● “It’s not fair that […]”

● “I don’t have a way to […]”

● “I can’t find any […]”

GOAL: Prioritize and write

down top 5 pain point

Brainstorm BEHAVIORS (7 mins)

● What actions or past behaviors

could we observe the customer

doing in real life?

● What do they search for?

● What other products or

services do they use?

GOAL: Prioritize and write

down top 5 behaviors

Brainstorm GOALS (7 mins)

● What do they hope to achieve?

● What can they create?

● What will they experience?

● How do they want to feel

with this product/solution?

● Efficiency or efficacy?

GOAL: Prioritize and write

down top 3-4 goals

Group Discussion (10 mins)

Group Composite (10 mins)

Tape Composite to Office Wall

● Visual communication tool for team

● Everyone is reminded of customer needs

● Transparency and fluency

● Update after each iteration of customer interviews

Questions

Exercise 2: Personal (25 mins)

1 Create personas for YOUR OWN company or

organization

2 Save for remainder of training program

3 Revisit bi-weekly and update with any

new insights from customer interviews