Personas & Journeys

As new audiences enter a product ecosystem, traditional viewing patterns are eroding while consumer driven choices are the center of attention. These trends are driving new patterns and change in how we design and develop products. Mobile, social and connected devices continue to outpace traditional models. Therefore, we must look closely at how and where people are consuming content.

Aligning with NBC current and future business goals, my teams developed a series of data driven behavioral personas and journeys to drive product design, marketing direction, content discovery and engagement models.

THE PROJECT

The XD Team conducted a 6 month study that included ethnographic, panels, data science and in person interviews to understand a wide range customers, their consumption patters and preferences. After collecting and researching key data, we developed 5 core behavioral personas and 5 relational personas to inform and drive new consumer facing products, applications, features, and marketing.

THE RESULTS

The XD Team delivered a set of key personas and journeys that provided a clear voice with valuable insights for use across the entire digital and marketing ecosystems. Additionally, we worked closely with Programming, Strategy & Sales groups to find opportunities that would ultimately grow audiences as a holistic customer and brand experiences across multiple product lines and customer touch points.

KATE: Age 38 | Married with 2 Kids

Kate is married and has 2 kids. She plans every minute of her day, and manages the family calendar and schedules. A work/life balance is extremely important to her, so she makes sure there is dedicated time to focus on work, which she enjoys, and plenty of family time. However, because of this, there is very little "Kate" time. So for the few hours she does have to herself, she is super selective on what she spends those valuable minutes on. She is extremely organized, and is rarely ever without her iPhone.

MARYANNE: Age 42 | Married with 3 Kids

Maryanne is married and has 3 kids. She loves being a mom and teaching her students. She enjoys crafting DIY projects and scrapbooking. She is the family organizer, event planner, child wrangler and scheduler. As a teacher, she often brings her work home. Because she also has 2 pre-teen boys and 1 girl, she has her hands full - so she looks forward to her daily escape to the city of Salem.

SARAH: Age 42 | Single

Sarah is happily single and enjoys spoiling her 2 cats. She is successful, addicted to work and prefers her independent lifestyle. She is almost always connected to work, and rarely shuts down. As part of her work, she constantly keeps herself informed on what’s current in politics, finance and world news. She still makes time to date, hang out with friends and travel - however she always checks her iPhone. She enjoys having the latest and popular trends in tech, but doesn’t know how to use all the bells and whistles.

ZOE: Age 28 | Single

Zoe works full time and has an active lifestyle. She usually has something planned for weeknights and weekends with her friends. She is always connected for work. She spends a lot of time on her phone, both for business and pleasure. Zoe is known to be on top of the latest news and trends. Zoe always makes time to take care of herself. She enjoys yoga and hiking. 

MATT: Age 37 | Married with 2 Kids

Matt is married and enjoys spending time with his wife, 2 kids and their dog. He's extremely tech savvy. Popular digital and tech products and trends are heavily integrated in Matt's daily life. He uses the latest apps, owns the newest devices, and subscribes to several services. He is also a big car and sports enthusiast and always makes time to hit the gym. He leaves the social planning to his wife, and acts as a helpful resource for her, recommending any apps or sites that would make her life easier. He's always connected online, and feels uncomfortable if he has to disconnect.