Defining personas and the customer journey

Problem

Which customers to focus on when you are developing a service that has a very large and diverse user base? GoWorkaBit had a lot of data about their users but they needed help analysing it. They wanted to understand the customer personas that have the highest lifetime value and return rate potential. The team had conducted interviews with their users but needed help structuring the results and defining the next step to tailor their service.

Process

As a first step, we mapped the potential personas based on existing data through 2 workshops together with the GoWorkaBit team. As the data was a bit inconsistent we continued to do 13 semi-structured interviews with users from 2 predefined groups. Through analysis of the insights from the workshops and the interviews we concluded 2 specific personas representing users that had the highest lifetime value potential for the company. We also mapped the customer journeys along with the key pain points along the way. As one of the key areas for development turned out to be how people search for temporary job opportunities, we suggested updating search filters as the next step of the project.

Results

The project resulted in a clear understanding about how to group the user base. Knowing your most important customers helps GoWorkaBit to tailor the service as well as marketing activities to the personas with the highest value. We also mapped out some of the areas in the UX that could be updated based on the customer research.

Data

• 13 interviews
• 2 key personas
• More than 200 000 users