Download 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!
QuickTi me™ and a
T IFF (Uncom pressed) decom pressor
are needed to see t his pict ure.
Exchange is the process
where you willingly give
something of value to
another, in return for
getting something of value
to you
QuickT ime ™an d a
TIFF ( Uncomp res sed) deco mpre ssor
ar e need ed to see this pictur e.
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I’m thirsty
QuickT ime ™an d a
TIFF ( Uncomp res sed) deco mpre ssor
ar e need ed to see this pictur e.
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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