Gain a clear understanding of BMMI Shops' users
Identify and segment target audiences
Value propositions must be relevant to your target market. This means your target audiences must be identified, clearly defined and segmented for overall goals and tactical marketing campaigns.
- Who are BMMI Shops' target audiences? Age, gender, ethnicity, salary range etc
- Where are they located?
- What influences them?
- What do they think about BMMI Shops?
- What would you like them to think about BMMI Shops?
- How will you attract them to BMMI Shops' products or services?
- Who else is competing for their loyalty and devotion?
Create user personas
The purpose of personas is to create reliable and realistic representations of your target audience segments for reference. These representations should be based on user research and analytics. Effective personas:
- Represent a major user group for BMMI Shops
- Express the needs and expectations of the most important user groups
- Give a clear picture of the user's expectations
- Uncover universal features and functionality
- Describe real people with backgrounds, goals, and values
Personas help to focus decisions. They offer a quick and inexpensive way to test and prioritise features and projects. In addition they can help:
- Stakeholders and leaders evaluate new site feature ideas
- Information architects develop informed wireframes, interface behaviors, and labeling
- Designers create the overall look and feel of the website
- System engineers/developers decide which approaches to take based on user behaviors
- Copy writers ensure site content is written to the appropriate audiences
User personas should be created for each overall potential target audience. They will be referenced at the beginning of any project and throughout.
Map out customer experience journey maps to identify weaknesses and opportunities
In most cases the customer journey has changed beyond recognition. Digital has transformed how people find and interact with your business. Understanding what this new experience looks like is crucial to business success.
Customer journey mapping enables the business to understand that experience. To begin to identify weaknesses in the current offering from start to finish. Once identified, weaknesses can be eliminated and the entire customer experience improved.
Customer experience journey maps need to be created for each target audience.
