Tying Data with Personas for Better Personalization By Brian Sim
Leading With Personas
description
Transcript of Leading With Personas
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Leading with personas3 real-life innovation stories (and 1
glorious failure)
14.10.10
Glen Drummond, Chief Innovation Officer
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Why were personas relevant in change leadership?
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What factors made the personas useful?
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How was the insight activated?
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SanjayA story about product redesign
IsabellaA story of new product innovation
JunoA strategic-marketing turnaround story
SusanA cross-channel experience-design story
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A story about product redesign
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STORY 1
A requirements nightmare
Appeal to current customers
Wow investors Leapfrog competitors
Achieve fast time-to-market
Ensure fast product adoption
Reverse and forward compatibility
With deadlines looming, “I didn’t even have consensus about what the product was.”
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How Sanjay led with personas in product redesignFrom product features to customer-experience design
Re-frame from“product design” to“experience design”
Refresh the view of the customer
Build go-to-market scenarios
Choose the persona and scenario
1
3
2
4
Prototype, test and preview
5
Ship the product, deliver the experience
6
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How Sanjay led with personas in product redesignFrom product features to customer-experience design
Refresh the view of the customer
Build go-to- market scenarios
Choose the persona and scenario
1
3
2
4
Prototype, test and preview
5
Ship the product, deliver the experience
6
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Re-frame from“product design” to“experience design”
Differences in “stance”
Timothy Justin Raj
Motivation 2
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Motivation 2
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Motivation 2
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Moti
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Sanjay’s breakthrough: scenario building
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Justin
Timothy
Projected adoption scenariosR
equir
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erf
orm
ance
&
pro
ven
ben
efit
deliv
ere
d
Implementation time & duration
Raj
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A new experience design target
Timothy Justin Raj
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Motivation 2
Motivatio
n 3
Motivation 2
Motivatio
n 3
Moti
vati
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1
Motivation 2
Motivatio
n 3
Moti
vati
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1
A new experience concept
Fire tower network Remote sensor network
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A leap-frog design
Before After
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Key takeaway for savvy marketers
1. New product initiatives call for critical thinking about business model assumptions: For whom? Why? When?
2. In product innovation, targeting choice can be an output of—not just an input to—the design process
3. Scenario-building fosters collaboration, strengthens creativity, and sharpens design focus
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A cross-channel experience-design story
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STORY 2
“The sales organization had a huge influence over senior management…and that influence extended to every aspect of marketing, including the website.”
• The prevailing wisdom was that the product was sold, not bought.
• But what if experience is a bigger differentiator than product?
• And, what if the experience of “being sold” was a problem?
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Frame the problem
Gather the relevant data
Develop empathy with customers
Innovate1
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4
How Susan led cross-channel experience design with personas
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Frame the problem
Gather the relevant data
Develop empathy with customers
Innovate1
32
4
How Susan led cross-channel experience design with personas
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Susan’s insight: competing motivations
Motivation 1 Motivation 2
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Susan’s breakthrough: role-playing
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Susan’s innovation
New customer submits data
Sales consultant assigned
Old process – Customer is assigned a sales consultant
New process – Customer selects sales consultant
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New customer reviews and selects sales consultant
Key takeaway for savvy marketers
1. In the experience economy, tactical initiatives have strategic potential
2. Innovation follows from attention to unarticulated customer needs
3. Role-playing as the personas surfaces uncomfortable truths to pave the way for innovation
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A story of new product innovation
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STORY 3
• Faced with the threat of disruption, an industry incumbent attempts to defend with sustaining innovation
• A cautionary tale about barriers to experience-driven innovation
“Our competitors’ technology is disruptive; they’re cherry-picking our highest value customers.”
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Re-think “customer jobs”
Identify the right target
Pair personas with metaphors
Set design priorities
1
3
2 4
Prototype and test
5Assess market
demand
6
How Isabella led with personas in product innovation
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Re-think “customer jobs”
Identify the right target
Pair personas with metaphors
Set design priorities
1
3
2 4
Prototype and test
5Assess market
demand
6
How Isabella led with personas in product innovation
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Isabella’s breakthrough: tagging the default target
as the anti-persona
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Isabella’s glorious failure:dropping the baton between
product and marketing
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Formula for innovation failure
Product
Functional needs
Marketing
Audiences
Salesand service
Business value
Functional group
Segmentation focus
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Differences in motivation relevant to this field of experience
Required for experience innovation
Product
Functional needs
Marketing
Audiences
Salesand service
Business value
Functional group
Segmentation focus
Strategic segmentation
framework
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Key takeaway for savvy marketers
1. Great design personas can help product-innovation teams design product breakthroughs
2. But product teams require other groups to understand and execute on their innovation
3. If product innovation and marketing reference different customer models, great ideas can die in the gap
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A strategic-marketing turnaround story
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STORY 4
“We have to stop conceding ground before this becomes a threat to our enterprise business too.”• A market leader experiencing share erosion in an
underserved corner of its business
• Years of tweaks to marketing mix factors had not produced results
• Time for a more fundamental re-think
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Frame theproblem
Challenge old assumptions
Bridge the old with the new
Make the theory practical
1
3
2
4
Share successstories
5
How Juno led with personas in a strategic-marketing turnaround
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Frame theproblem
Challenge old assumptions
Bridge the old with the new
Make the theory practical
1
3
2
4
Share successstories
5
How Juno led with personas in a strategic-marketing turnaround
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Juno’s breakthrough: “The differences that
make a difference”
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Bridging new insight with familiar models
ClassificationOrganizational and economic attributes(e.g., revenue, location, operating model)
OrientationPatterns in customers’ conscious choices and behaviors; answers the question “how do customers behave relative to their environment?”
StanceDifferences in customers’ attitudes and motivations; answers the question “whydoes a customer behave this way/makethese decisions?”
Classification
Orientation
Stance
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Sharing strategic insight in tactical tools
Finance focused Purchase focused Product focused
Persona and additional addenda
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Key takeaway for savvy marketers
1. Existing views of the customer, whatever their merits, exist because of the task-goals they serve
2. To make way for new insight, savvy marketers build bridgesbetween old and new views
3. Embedding the new insight into tools that serve task-goalsbetter helps on-board new perspectives
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Common themes
Sanjay Isabella JunoSusan
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Why are personas relevant in change leadership?
• They make complexity manageable
• They displace prior biases and assumptions
• They shift “empathy” from an individual to a collective aptitude
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THEY FEEL “REAL”
THEY ARE PURPOSE-
BUILT
THEY SHAKE UP
CATEGORIES
ACTIONABILITY
What factors make the personas useful?
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How is insight activated?
• Integrate it with other creative problem-solving tools
• Integrate it in collaborative activities
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Back to the future...marketing for what comes nextwww.quarry.com/lwp
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Thank you!@Quarry @gdrummond #mpb2b