![]() Eleanor works in a creative field as an administrative assistant and is making an entry-level salary: roughly $43,000 a year.Įleanor is looking for a local florist to help her decorate her first office event-a baby shower for a colleague. She’s in her mid-twenties, lives in a big city, and has a bachelor’s degree in English literature. Why do they need your product or service, both practically and emotionally?Īs a test case throughout, let’s say we’re florists and that our primary customer persona is “Eleanor the event planner.” Consider what’s at stake for your customer. Journey mapping is vital to this process. ![]() Try to see your customers’ emotional buying journeys from their perspective. It all starts with a need: someone experiences a real-world problem-a pain point-or becomes aware of something they’re missing that could make life easier, better, or more enjoyable.
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