designing web pages for dual personas - slides
TRANSCRIPT
![Page 1: Designing Web Pages for Dual Personas - slides](https://reader033.vdocuments.site/reader033/viewer/2022052706/58edca8e1a28ab4f468b46e3/html5/thumbnails/1.jpg)
Multiple Personality ReorderDesigning B2B Webpage for Persona Pairs
@kayak360 #personasflow
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Who are you designing your website for?
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Make decisions but don’t do research
Decision Makers InfluencersDo the research but can’t make decisions
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Make decisions but don’t do research
Decision Makers ResearchersDo the research but can’t make decisions
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Both will visit your websiteBoth are looking for answers
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Two Visitor Types = One Persona Pair
Decision Maker – InfluencerTransactional – Consultative
Skimmer – Diver
Top of Page – All of Page
Visits minimal pages – Visits multiple pages multiple times
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Often C-suite or V-suite
No time for research
Looking for big picture benefits
Wants to know you are credible and reliable
Decision Maker
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Often Manager or Operations level
Needs to research multiple solutions to a problem
Looking for details about how solution would work to solve their problem
Wants to know you are credible and reliable
Makes recommendation to Decision Maker - needs to be confident your solution will make them look good
Influencer
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Distinctly different intentions
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Persona Flow(aka Going down the rabbit hole)
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What are this persona’s primary concerns?
How will this persona find your website and/or where is their entry point?
What are the key pages that will answer his or her primary concerns?
What action will they take after visiting the key pages?
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It isn’t until you understand the flow of actual user experience that you see that the imposed hierarchy of
websites is an illusion.
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Forget hierarchy
Home
Service ContactAbout
(Old school sitemap)
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Embrace the flow.
Home
ContactAboutService
(Decision Maker)
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Embrace the flow.
Content
Content
Content
(Influencer/Researcher)
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Persona flow visualizes UX and informs link strategy
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Related
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Speak to both sides of your pair on every page for success.
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Imposed hierarchy of websites is an illusion #personasflow
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@kayak360
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