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NBN PERSONAS
Client: nbn Co
Project type: Persona Creation
The Challenge
Create personas so that the CX team can embed empathy for the end user across nbn, its retail service providers & delivery partners so that they can be better served
Research approach
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Captured findings - using existing customer research - resulting in the following themes:
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motivations
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jobs to be done
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goals
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expectations
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attitudes to technology
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technical capability
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devices
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pricing & value
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relationship with providers,
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behaviours - changes to use & future use
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user’s experience at each stage of the customer journey
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Synthesised research to identify patterns amongst end-users, key insights & a list of discriminators to help identify different groupings
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Plotted each research participant against discriminators & created clusters - visually & statistically
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Robust testing against different discriminators, identified 7 proposed ‘personas’ for verification
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Re-organised findings by the 7 personas & synthesised the data to verify the groupings, and in the process narrowing the cluster to 5 personas
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Identified insights to build-up & describe the personas by key characteristics and along the customer journey
Key deliverables
Creation of five personas focussing on the end user’s mindset, needs, goals (jobs), expectations, behaviours and motivations across the customer journey. The personas were presented in different formats, including a powerpoint deck, summary handout for staff, posters, and the creation of a User Guide
My role
Leading the project, and working with one member of the nbn CX team, identified existing satisfaction research which could be re-purposed for persona creation. Captured findings from audio/transcript files. Synthesised the data to create themes & discriminators. Plotted individual participants against discriminators to identify persona clusters. Created clusters and statistically verified the clusters. Wrote persona descriptions & user stories across the 6 stages of the customer journey, and the content for the User Guide - all the while working with a visual designer to present the Personas in different formats required by the client
Impact on the business
The personas have used by the CX team during co-design workshops with internal stakeholders, retail service providers & delivery partners to bring alive the end user when designing new initiatives or redesigning existing services & product offerings