Transcript From personas to segments: linking personas and scenarios

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From personas to segments: linking
personas and scenarios to marketing
practice
UCD Hoorcollege blok 1 week 9
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Learning goals
 By the end of the colleges and reading you should:
 Be aware of the role of marketing in an organization
 Know what makes up a marketing offer
 Understand how marketing offers are based on marketing
core strategy (segmentation, targeting, differentiation and
positioning)
 Know how UCD fits into the process of developing
marketing offers and how personas are linked to market
segments
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Agenda
 The purpose of this hoorcollege
 UCD, the story so far…
 The role of marketing
 Marketing strategy
 Where does UCD fit in?
 Summary
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The purpose of this hoorcollege
 I would argue that UCD is an important part of the
marketing process
 (Some might disagree with me)
 But UCD is only one part of the puzzle of developing
offers that create mutually beneficial exchange
 This is the goal of an(y) organization
 My aim here is try to show you how UCD fits into the
picture
 I want to create a bridge between UCD and marketing
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UCD, the story so far
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UCD brings the user into the product
development process to develop
better products
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UCD in blok 1

In blok 1 we have focused on stages 2 - 4 of my simplified UCD
process

We looked at how this can be used to:
1. Put the user at the centre of a product development process
2. Generate a list of user requirements for the product we are going to
develop

There are however, stages before and after this

We must look at these in more detail
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To do this we must bring marketing
into the mix
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UCD & products
 UCD is focused on the user and their goals and
behaviours
 The aim of UCD is to create products that deliver a
positive user experience
 But products are not everything
 For example…
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How about these two products?
Ipod Touch
• Price € 299
• Storage 8 GB
• Music, Photos, Podcasts, WiFi, Apps,
Multi-touch screen
Microsoft Zune
• Price € 249
• Storage 30 GB
• Music, Photos, Podcasts, Video, FM
Radio, WiFi
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What’s the difference?
 User experience is one part of the difference
 iPod is cross platform, has iTunes and legendary ease of
use
 But this is not everything
 There are other differences are not related to the
ability of the product to meet user needs
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The secret of the iPod’s success
 The iPod is successful because (at the moment) it is
considered by the majority of consumers to be a better offer





Better design
Better user experience (esp with iTunes)
Better (perceived) price / benefits ratio
Easier to purchase
Overall just more sexy
 As a result more customers are willing to enter into an
exchange with Apple than Microsoft for an MP3 player
 And more users enjoy the “iPod experience” which leads to
positive feedback to future customers
 This is what marketing is about…
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The role of marketing
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Remember this?
Ah, happy
shareholders
!
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
That’s better!
I’m thirsty
QuickTime™and a
TIFF(Uncompressed) decompressor
are needed to see this pi cture.
Exchange is the process
where you willingly give
something of value to
another, in return for
getting something of value
to you
Qu ickT ime ™ a nd a
TIF F (U nco mpre ssed ) de com pres sor
are nee ded to s ee th is pi cture .
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Qu ickT ime™ and a
TIF F (U ncom pres sed) deco mpre ssor
are nee ded t o see this pictu re.
Exchange & marketing
 Marketing’s role is to generate mutually beneficial
(wederzijds voordelig) exchange in such a way that
the target customer will choose your offer (of
exchange) above competing offers
 But as we have seen with the iPod an offer is not
just the product
 There is something more involved
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Marketing (core) strategy
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What is a marketing offer?
 A marketing offer is a combination of elements that
make up the thing the customer is offered by an
organization
 This is known as the marketing mix
 It consists of the 4Ps
 N.B. there is a lot of debate about the idea of the 4Ps some
argue it is outdated, some argue there are more Ps
 I consider 4Ps to be sufficient in most cases (there are
exceptions - especially in services) - it is after all just a tool to
help us think about our offer to our customer
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The 4Ps of the marketing mix
 Product
 The thing the customer buys that will be used
 The benefits and user experience the thing delivers
 All the extras that make using and buying the product a positive
experience
 Price (prijs)
 What the customer gives in exchange for owning or using the
product
 Place (plaats)
 How the product gets to the customer (distribution)
 Promotion (promotie)
 How the customer and user find out about the product, price and
place
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How is the marketing mix (the offer)
created?
 Every offer consists of a different mix of these
elements
 To decide how best to develop the right mix
marketers develop a marketing strategy
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Stages in marketing strategy
development
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Where does UCD fit in?
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Summary

UCD is about ensuring positive user experiences

UCD is an important element of the goal of marketing - to create
mutually beneficial exchange
 But it is not the whole story

Creating mutually beneficial exchange requires a combination of
elements - usually called the marketing mix

Marketers use marketing strategy to develop unique offers for each
target customer that create a strong positioning in the mind of that
customer

UCD basis its personas and scenarios of the segments chosen in the
marketing strategy

Positive user experience is a powerful tool to help develop positioning

UCD develops user requirements that feed into the product element
of the marketing mix
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Next week
 Hoorcollege - preparing for the exam
 Werkcollege - blok assignment presentations
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