...Marketing Quick Start Guide 7 Marketing Personas What is a marketing persona? Personas are archetypal characters created to represent the different user types within a targeted demographic, attitude or behavior set that might use a site, brand or product a similar way. Personas are often combined with market segmentation to represent specific customers. Why do I need marketing personas? Personas are a way to consider the goals, desires and limitations of your customers. They are used to guide decisions about a service, product, interaction, feature, and visual design of a website. What marketing personas are NOT Marketing personas are not a single user. They are a representation of the goals and behaviors of a hypothesized group of users. In many cases they are captured in a 1-2 page description that include behavior patterns, goals, skills, attitudes, and a few fictional details the make the persona a realistic character. Benefits of personas • Consistency across the business for marketing message and lead definition. • Better organizational understanding of your customer’s needs wants and desires. • Understanding where your customers are spending their time will enable better targeting of content and promotion opportunities. • Better quality sales leads and lead nurturing programs for different personas. • More targeted analytics as you can discover which types of personas make better customers. Example persona questions • What is the segments’ age...
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...User Experience ©Jeff Patton Five topics today: User Experience explained simply and then: Users and modeling what you know about them Usability evaluating & testing it Visual Design guidelines to help visual design to communicate what you intend Emotional Design how do users feel about your software? 2 3 4 User Experience is Built From Dependent Layers Jesse James Garrett’s Elements of User Experience: http://www.jjg.net/elements/ 5 The Surface Layer Describes Finished Visual Design Aspects Surface Skeleton Structure Scope Strategy 6 The Skeleton Describes Screen Layout and Functional Compartments in the Screen Surface Skeleton Structure Scope Strategy 7 Structure Defines Navigation from Place to Place in the User Interface Surface Skeleton Structure Scope modal wizards task panes modal dialogs Strategy 8 The Places in the User Interface are Built to Support User Task-Centric Scope Surface Skeleton Structure Scope Strategy user tasks: • enter numbers • enter text • enter formulas • format cells • sort information • filter information • aggregate information • graph data • save data • import data • export data • print • ….. 9 Business Goals Drive User Constituencies and Contexts Supported To Form Strategy Surface Skeleton Structure Scope Strategy business goals: • displace competitive products • motivate sale of other integrated products • establish file format as default information sharing format...
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...created by PR Smith as a framework for structuring marketing plans. You can read more about it and get Paul’s PDF on how to apply from Amazon at http://bit.ly/smartsostac. For simplicity in creating a strategy can limit to SOST since A is implementation details and KPIs and review process C can be covered under objectives Defining an activity as a “Strategy” against a “Tactic” is open for discussion. So can shorten SOSTAC further to SOS for a quicker review and strategy definition. SOSTAC® Digital Marketing Plan outline incorporating RACE SITUATIONAnalysis of current company marketplace performance and opportunities. Analysis techniques: | Plan | Reach | Act | Convert | Engage | * Create Digital SWOT and key issues summary * Customer...
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...Ontela PicDeck (A): Customer Segmentation Targeting and Positioning Harvard Case Solution & Analysis Introduction Ontela started its operations in the year 2006. The company was established in Seattle. The primary business of Ontela was to offer a technology service to the customer which would allow the users or the subscribers to transfer pictures and other data from their cell phones to their computers, laptops, email inbox and other storage devices. The technology was well received in the media where the service was labeled as “helping bridge the gap between phone and computer”. Basically Ontela offered its customers with the value to the end users or the wireless subscribers by actually providing them with a rather easy to use mobile imaging experience. The company was expecting that the new technology will help to increase the client base for Ontela. The business model for the company encouraged customers to transfer all the pictures from their mobile handsets which was encouraging in terms of increasing the usability of wireless carrier services. The technology of convenient transfer of pictures through cell phones was sold to wireless carriers by the company Ontela who was actually responsible and liable for branding the newly launched product and for its pricing in the market. The business model made the subscribers to pay a monthly fees to the carriers for using PicDeck service. PicDeck was the first offering or the initial product developed by Ontela. Basically...
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...1 Usability Engineering Bettina Thurnher Institute of Software Technology and fS f Interactive Systems (IFS) Vienna University of Technology 2 Outline Definition & Moti ation Motivation The Usability Process y Usability Methods Usability d Process M d l U bilit and P Model Mobile Usability Engineering y g g Web Usability 3 Definition & Motivation 4 What is usability? Usability: a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use Appropriate f a purpose A i t for Comprehensible, usable, (learnable), … Ergonomic, hi h E i high-performance, … f Reliable, robust, … Usability is a quality attribute that assesses how easy user interfaces are to use The word "usability" also refers to methods for improving ease-of-use during the design process 5 What is usability? Five quality components Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency: Once users have learned the design, how quickly can they perform tasks? Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency? Errors: How many errors do users make, how severe y , are these errors, and how easily can they recover from the errors? Satisfaction: How pleasant is it to use the design? 6 What is usability? A model of the attributes of system acceptability 7 What is...
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...MARKET SUMMARY Proton is the Malaysian national automobile manufacturer (Malay acronym for Perusahaan OTOmobil Nasional, 'National Automobile Enterprise'), which was established in 1983 under the direction of the former Prime Minister, Dr. Mahathir Mohamad. Proton Holdings Berhad, the holding company, is listed on the Bursa Malaysia. Based on technology and parts from Mitsubishi Motors, production of the first model, the Proton Saga began in September 1985 at its first manufacturing plant in Shah Alam, Selangor. Initially the components of the car were entirely manufactured by Mitsubishi but slowly local parts were being used as technologies were transferred and skills were gained. The 100,000th Proton Saga was produced in January 1989. Until the end of the 1990s, the car's logo featured the crest from Malaysia's coat of arms, featuring a crescent and a fourteen-pointed star. The new Proton logo features a stylized tiger head. In 1993, a model called Proton Wira was introduced based on the Mitsubishi Lancer/Colt. More than 220,000 units were sold between 1996 and 1998. Proton Perdana, based on the Mitsubishi Galant/Eterna, was first produced in 1995, intended for higher end market. The Proton Waja (Proton Impian in UK), which launched early 2001, is the first car model designed internally by Proton. By 2002 Proton held a market share of over 60% in Malaysia, which was reduced to barely 30% by 2005 and is expected to reduce further in 2008 when AFTA mandates reduce import...
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...MARKET SUMMARY Proton is the Malaysian national automobile manufacturer (Malay acronym for Perusahaan OTOmobil Nasional, 'National Automobile Enterprise'), which was established in 1983 under the direction of the former Prime Minister, Dr. Mahathir Mohamad. Proton Holdings Berhad, the holding company, is listed on the Bursa Malaysia. Based on technology and parts from Mitsubishi Motors, production of the first model, the Proton Saga began in September 1985 at its first manufacturing plant in Shah Alam, Selangor. Initially the components of the car were entirely manufactured by Mitsubishi but slowly local parts were being used as technologies were transferred and skills were gained. The 100,000th Proton Saga was produced in January 1989. Until the end of the 1990s, the car's logo featured the crest from Malaysia's coat of arms, featuring a crescent and a fourteen-pointed star. The new Proton logo features a stylized tiger head. In 1993, a model called Proton Wira was introduced based on the Mitsubishi Lancer/Colt. More than 220,000 units were sold between 1996 and 1998. Proton Perdana, based on the Mitsubishi Galant/Eterna, was first produced in 1995, intended for higher end market. The Proton Waja (Proton Impian in UK), which launched early 2001, is the first car model designed internally by Proton. By 2002 Proton held a market share of over 60% in Malaysia, which was reduced to barely 30% by 2005 and is expected to reduce further in 2008 when AFTA mandates reduce import...
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...Step one re-learn re-learn by: Shifting Perspective Define The problem Understand your ambitions Challenge your assumptions Research case studies Building Knowledge Get out and look around Map the customer journey Identify barriers Find The Root of the problem Learn from experts Build Personas Understand customers expectations Customer SWOT Competitor Analysis Map the Problem Structure Insight re-learn Define the Problem re-learn re-think re-define launch Define the problem The first thing to be done before attempting to solve a problem, is to have a common definition of what problem the team is trying to solve. Ask yourself these questions 1. Why do we have to solve this problem? _______________________________________________________ 2. What are the benefits to be gained? _______________________________________________________ 3. What do we don’t understand? _______________________________________________________ 4. What isn’t the problem (What is working)? _______________________________________________________ 5. Do we have enough information? ______________________________________________________ re-learn re-think re-define launch Define the Problem: re-learn Understanding your Ambitions re-learn re-think re-define launch Understanding your Ambitions “We need to start with the end in mind”. We need to think within the context of a positive outcome. This will give a sense of direction to our thoughts ...
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...In 2001, there was a history-making conference of software-engineering thinkers in Snowbird, Utah. The product of that meeting was a remarkable document called the Agile Manifesto, a call to overturn many of the assumptions of traditional software development. I, in my capacity as one of the principal theoreticians of open-source development, was invited to be at Snowbird, but couldn't make it. Ever since, though, I've been sensing a growing convergence between agile programming and the open-source movement. I've seen agile concepts and terminology being adopted rapidly and enthusiastically by my colleagues in open-source-land — especially ideas like refactoring, unit testing, and design from stories and personas. From the other side, key agile-movement figures like Kent Beck and Martin Fowler have expressed strong interest in open source both in published works and to me personally. Fowler has gone so far as to include open source on his list of agile-movement schools. I agree that we belong on that list. But I also agree with Fowler's description of of open source as a style, rather than a process. I think his reservations as to whether open source can be described as just another agile school are well-founded. There is something more complicated and interesting going on here. and I realized when I read Fowler's description of open source that at some point I was going to have to do some hard thinking and writing in an effort to sort it all out. While doing research for my...
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...frequently and are so damaging that we believe they are at the root of the vast majority of bad products. In this paper we review each of these pitfalls and describe why it’s so easy to get confused and fall into these traps. Keep this list handy, as it can hopefully serve as a reminder of the dangers to avoid in your own product development efforts. 1. Confusing Customer Requirements with Product Requirements Many product teams look to the marketing function or sales or the customer to define the product to be built. If you’re building a custom product, or doing contract product development work, then letting your marketing or sales organization define your product may be fine. However, if you’re trying to build an innovative product that will meet the needs of a wide range of customers, then this approach will rarely produce the product you want. The logic goes that the marketing organization communicates with the sales organization and the customers, and hence they are in the best position to know what product is required. However, there are several reasons why few good products are created this way. First, customers don’t necessarily know what they want. Not because they aren’t smart, but because it is very difficult to proscribe a specific solution and predict its effectiveness without actually building it, or at least building a prototype. © 2005...
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...Chapter 1 Introduction 1.1 Background of Research The research is align regarding with ‘Purchasing Decisions on Proton Cars’. This study is dealing with Malaysian automobile industry. All Islamic countries hold its pride of producing automobiles by Malaysia. Proton Saga was the first ever which made Malaysia to obtain recognition worldwide for its impressive performance. This national project has progressed extensively merging with the United Kingdom’s well known automaker (Lotus International) in 1996 and the recent introduction of a new engine, the Campro (Rosli, 2006). In the year of 1984, National Car Project by PROTON was the second phase project of the development in the automotive industry. The development based of intellectual property of the industry and increment of technology level was the milestone of this project. The PROTON project, which was a joint-venture programme with Mitsubishi Motors Corporation of Japan, began its production with the PROTON Saga model in 1985 (Arshad & Iswalah, 2006). In the year of 1992, follow up of this success, Perusahaan Otomobil Kedua Sdn Bhd. (PERODUA) was launched. This success was the result of an agreement between UMW Corporation Sdn. Bhd., Med-Bumikar Mara Sdn. Bhd., Daihatsu Motor Co. Ltd of Japan, Mitsui & Co. Ltd of Japan, PNB Equity Resources Corporation Sdn. Bhd., and Daihatsu (Malaysia) Sdn. Bhd (Arshad & Iswalah, 2006). 1.2 Problem Statement Although Proton had gone through numerous achievements...
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...AIPM Website Membership Engagement Project Plan AIPM Website Membership Engagement Project Plan Approvals Name, Project Role & Position Project Manager Sponsor Senior User Representative CEO & Senior Supplier Document Role Date Signature Recommender Approver Approver Reviewer Document administration Development history Version Date Description Created by 0.1 13/02/2014 First Draft – Dissemination to Project Sponsor for review John Walker 0.2 15/02/2014 Second Draft – Inclusion of Business Case David Bryant 0.3 20/02/2014 Third Draft – Update from Margie’s feedback Lee Edmondson 1.0 24/02/2014 First release, reviewed and approved John Walker Contributors The following people provided information and / or were interviewed while preparing this document: Contributor Position & organisation John Walker Project Manager David Bryant Project Sponsor Nicole Walker AIPM Membership Development Manager Linda Chiarella AIPM National Events Manager Lee Edmondson AIPM Communications Manager Margie O’Tarpey AIPM CEO & Senior Supplier Kayleen Lenzo AIPM Finance and Operations Manager Document distribution history The following describes the distribution history of the document: Version Date Distribution recipients 0.1 13/02/2014 Sponsor 0.2 15/02/2014 Project Manager 0.2 15/02/2014 AIPM CEO & Senior Supplier 0.3 ...
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... | Executive Summary Plan Overview: • We made sure to do the SWOT Analysis for BMW. Our strengths are our brand recognition and reputation for quality while our weaknesses are our high repair costs and vulnerability to currency fluctuation. Additionally, our opportunities are increased media attention on the 2012 Olympics and the BMW Championships golf tournament (both of which we sponsor) and our threats are the rising cost of fuel and the severe economic downturn. • We examined several trends affecting BMW and the car industry as a whole. Every automobile manufacturer must find ways to deal with increasingly demanding regulations on emissions and fuel economy from the EPA. Further, BMW’s customers care about being cutting edge, so we must find ways to thoughtfully integrate the latest technologies (navigation system, Bluetooth, HD radio)...
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...criteria for market segmentation. 3. Identify common types of positioning strategies. 5 Suppose you’ve created a great new offering you hope will become a hot seller. Before you quit your day job to market it, you’ll need to ask yourself, “Who’s going to buy my product?” and “Will there be enough of these people to make it worth my while?” Certain people will be more interested in what you have to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among those that do, some will buy a few, and a few will buy many. In other words, in terms of your potential buyers, not all of them are “created equal.” Some customers are more equal than others, however. A number of people might be interested in your product if it’s priced right. Other people might be interested if they simply are aware of the fact that your product exists. Your goal is to figure out who these people and organizations are. To do this you will need to divide them up into different categories. The process of breaking down all consumers into groups of potential buyers with similar characteristics is called market segmentation. The key question you have to ask yourself when segmenting markets is, What groups of buyers are similar enough that the same product or service will appeal to all of them?[1] After all, your marketing budget is likely to be limited. You need to get the biggest bang...
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...Chapter 4 Ethical and Social Issues in Information Systems LEARNING OBJECTIVES After reading this chapter, you will be able to: 1. Analyze the relationships among ethical, social, and political issues that are raised by information systems. 2. Identify the main moral dimensions of an information society and specific principles for conduct that can be used to guide ethical decisions. 3. Evaluate the impact of contemporary information systems and the Internet on the protection of individual privacy and intellectual property. 4. Assess how information systems have affected everyday life. CHAPTER OUTLINE 4.1 UNDERSTANDING ETHICAL AND SOCIAL ISSUES RELATED TO SYSTEMS A Model for Thinking About Ethical, Social, and Political Issues Five Moral Dimensions of the Information Age Key Technology Trends that Raise Ethical Issues ETHICS IN AN INFORMATION SOCIETY Basic Concepts: Responsibility, Accountability, and Liability Ethical Analysis Candidate Ethical Principles Professional Codes of Conduct Some Real-World Ethical Dilemmas THE MORAL DIMENSIONS OF INFORMATION SYSTEMS Information Rights: Privacy and Freedom in the Internet Age Property Rights: Intellectual Property Accountability, Liability, and Control System Quality: Data Quality and System Errors Quality of Life: Equity, Access, and Boundaries HANDS-ON MIS Developing a Web Site Privacy Policy: Dirt Bikes USA Achieving Operational Excellence: Creating a Simple Web Site Using Web Page Development Tools Improving Decision Making: Using...
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