Ontella picdeck case essay

Client persona is a conceptual and fictive character of whom could be the normal customer. Shorter, it gives all of us a “realistic” kind of buyer (with socioprofessional situation, love-making, age, and so forth …). Naturally it’s possible to possess several client persona (like in the Ontela case study). A user character is a portrayal of the desired goals and habit of a hypothesized group of users.

2-Which segment(s) should Ontela target?

Our company is comfortable choosing the young professional, I contemplate the father or mother a viable part.

The small professional will definitely utilize the services in their business and will begin to see the value to hold over make use of for personal images thus raises their utilization and dependency of the services (or vice versa). We believe given age group of this kind of persona they shall be quick to adapt to the modern technology once they commit to using it. Once they agree to using it we expect it will be a thing that will be challenging for them to quit so they are a regular client.

However , our company is concerned about the quantity of potential customer with this persona. We wonder how many 28 year olds are like Dorrie when he says he was “the last of his close friends to wake up on the newest technology”.

3-Based on feature/benefit analysis, what positing statements are likely to be appropriate for each of the consumers?

SarahSteveRegina

Simply how much do consumers in the portion want/need the product/service? 2/53. 5/55/5 Most engaging ontela featureeasyUseful-easyFast-easy

Most engaging benefit to get the consumerSave precious momentDoing business quicker from just about everywhere to every placeShow pictures Worth to Ontela and companions

Segment size

This kind of persons is obsolete about technologies, especially in mobile phone domain. That they prefer to stay with their practices because they finally discovered how to use this. If they change, the old phone should be broke (and often , they will try to find similar phone or maybe a similar one) or it must be really easy. Ontele promise all their software is convenient but we are able to not the same regarding the support (the framework). USA: 15 millionSteve is usually not a user of new technology but he knows this. Today, we could assume that a new professional of 27yo has to have new technology because it can really helpful for their work (especially for estate agent) and because to possess a smartphone gives entertainment.

USA: 10% of 153 , 000, 000 = 12-15. 3 , 000, 000 (actif)Regina is the typical woman of Z generation. The girl who has its iphone, via a central class. The girl with always connected thanks to internet and mobile phone internet. She’s able to better know excellent tech that may serve her easier, faster, more usefull.

USA: twenty million

Willingness to payWill think about the relatives budget before the allWill have the ability to pay easilyPocket money Notice:

As we are able to see, Sarah is usually not this sort of target who will go on internet to search information (because your woman doesn’t know really how to use it), and as she has not any smartphone with appstore, you will never target her by this. Regarding specialized publication, she will become not interested as much. And about specialized TV/radio program, she cans be targeting nonetheless it will be a pure hazardous. Therefore it will cost a whole lot if we plan to touch her, even if the item currently gives a response to her demand. Sam has know-how in IT and is prepared to change the mobile phone. So he will usage of appstore, search information on internet, his colluagues already work with their cellphones to send photos. So he will be simple to touch.

4-Identify the key styles that should be highlighted in the messaging for the PicDeck in order to your chosen focus on.

Chosen focus on: Steve, the Young Specialist

After the segmentation market, Ontela Pickdeck goal will be Charlie, the Fresh Professional. The Ontela Pickdeck’s offer as well as the Steve’s profile are connected. For us, Sam is the best focus on.

Steve is definitely 27 years old, he is “cool” and a new active adult desiring for connecting with friends. Steve can be described as “hardworker” who have knows the modern technology and who uses very often the newest technologic connection for his work.

This can be a easy goal to way because he needs this type of program to make simpler his way of living and his operate. For Sam, the essential crucial themes must be “professional” and “easy to use”.

Professional:

-You may use their phones to take pictures of houses just to save and send out instantly to clients. -You can be linked all the time with clients and colleagues with cellphone. -“He uses email at work, although prefers the phone”. Now with our product, he will are able to use only the telephone for his work and to be attentive to his customers everytime possibly on the road.

Simple to operate:

-If your telephone is dropped or taken, your photographs are safe.

-Every photo you undertake your camera phone can be emailed to you, automatically.

-Sets up on your mobile phone in about one minute.

-There is usually nothing to learn or remember… just take images and picture sender gives them immediately.

-Easy delivery to your email, your personal computer, and your Photobucket, Yahoo! Flickr, Snapfish or perhaps Google Blogger accounts.

To approach better Steve, we now have chosen several promotion helps.

Application Retail store:

– It is needed for us, to have an application on the Apple Store and Android to down load the product also to promote even more efficienly due to a popular site.

Internet:

-Ontela PicDeck’s Site

-Ontela PicDeck’s Fb (connected with individuals of sociable networks)

-Technologic sites about fresh technologies

-Blogs

Specific magazine:

-Magazine Immobilier

-La vie immobilière

-Immoxia

-Phone press, software magazine

WOM: With all his colleagues and the real estate universe. This type of merchandise can change real estate agent job.

5-What will be the risks of using qualitative personas to select target client segments? The main risk for it is that client personas are only a representation of your typically customer and only related to the product and also the company. It will not care about the geography, sociocultural differences, etc … The other is actually that qualitative personas avoid show the quantity of customer and so the real potential of a number of customer. We cannot understand how much “Regina” are inside the segment targeted. Shorter, the problem of employing qualitative is that it’s an assumption with no quantitative evidences and no descriptives. The organization risks to focus on their customers simply linked with their very own personas

“There’s no quantitative evidence. The most typical pitfall in persona creation occurs when ever someone demands, “How shall you be sure all of our users are like the few you spoken to? ” Qualitative matrimonios are based on the idea that you can speak to a small number of users and see habits that affect all of your users. In other words, the risk of being incorrect is bigger compared to creating a large test size to back you up. If the stakeholders need quantitative facts to buy into your process, might disregard your personas being a creative nevertheless ultimately hard to rely on tool. Some people simply require the “proof” of hard data. And who can blame these people? If you’re gonna be making essential business decisions based on these types of personas, you better be as certain as is feasible of their accuracy—and be able to convince others.

Existing assumptions no longer tend to always be questioned. You already know your business, and you have assumptions about who the users are and what they need. When any person interviews users, he or she without doubt brings these assumptions towards the research. The result: People get what they’re looking for. Subconsciously, people seek out the things that backup their own assumptions, so that instead of discovering impresses, they simply validate an existing worldview. Too often, their segmentation can look exactly like their original presumptions instead of suffering from the research. It’s not going to always happen this way, but it’s a critical risk when doing qualitative segmentation. “

1

Tweet