PERSONASHow did we ‘create’ them?Let’s meet them...

Tuesday 14 May 13

DAG Goal?

Tuesday 14 May 13

DAG Goal?To Help people enjoy the majesty and diversity of Africa through

safe, unique, and customised outdoor experiences.

Tuesday 14 May 13

Exceptional? Authentic?The Bieb...

Tuesday 14 May 13

The Bieb...

http://www.youtube.com/watch?v=XBVXPYTzczU

Tuesday 14 May 13

What are Personas?

Tuesday 14 May 13

What are Personas?

Tuesday 14 May 13

What are Personas?

Real FakePeople

Tuesday 14 May 13

How did we decide on these Personas?

Tuesday 14 May 13

Step 1 - Brainstorm allpossible User Needs

Tuesday 14 May 13

Step 1 - Brainstorm allpossible User Needs

AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising

Tuesday 14 May 13

Step 1 - Brainstorm allpossible User Needs

AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising

Family activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing it

Tuesday 14 May 13

Step 2 - Identify needs that are all users have

AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising

Family activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing it

Tuesday 14 May 13

Step 3 - Identify 5/6 needs that differ for some users

AdventurousAppetite for riskNeed for trustNeed for physical safetyPrice/CostNeed for customisationOne stopNeed for local assistanceInformation needImportance of socialising

Family activitiesNeed for convenienceSocial responsibilitySense of accomplishment/egoNeed for independence/convenienceAuthenticity of experienceFlexibility of experienceAppetite for explorationNeed for solitudeFixed schedule/flexibleNeed for comfort/roughing it

Tuesday 14 May 13

Record these on a sliding scale (“Travel Drivers”)

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Tuesday 14 May 13

Tuesday 14 May 13

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Tuesday 14 May 13

Which personas relevantto which brands?

Tuesday 14 May 13

Why Personas?

Understand our customer’s needsAttract customers with relevant contentImprove website messagingImprove website processesDeliver better service

Tuesday 14 May 13