How we created Customer Personas for our online travel brands

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

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DAG Goal?

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

safe, unique, and customised outdoor experiences.

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Exceptional? Authentic?The Bieb...

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The Bieb...

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

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What are Personas?

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What are Personas?

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What are Personas?

Real FakePeople

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How did we decide on these Personas?

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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

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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

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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

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

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Which personas relevantto which brands?

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Why Personas?

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

Tuesday 14 May 13