MarketPlace Persona Journeys & Site Map
My Research colleague and I initiated this project and created four detailed personas for MarketPlace because we were seeing random-feeling marketing creatives that didn't feel right on our website. We wanted to dive in deeper to understand who was using our site and how to be intentional in our marketing strategies since we were seeing drop-offs. These personas outlined purchase intent, goals, focus areas, frustrations, and delight. By creating these, I was able to to visualize focused user flows highlighting the specific persona journeys over our site map.
We were able to understand specific page needs, navigation, entry points, focus and learning areas as well as a quick purchase path. We then took these persona journeys and created an overlay that predicted purchase intent, time spent in the app (not pictured here), and specific marketing opportunities. This helped our Sales, Marketing and UX team come up with strategies and creatives around things like: up-sale, cross-sale, and bundling opportunities and pin-point those screens to do so. This project was so well received that others used this as reference and inspiration on how to partner with other teams by using Research and UX.
2020
We were able to understand specific page needs, navigation, entry points, focus and learning areas as well as a quick purchase path. We then took these persona journeys and created an overlay that predicted purchase intent, time spent in the app (not pictured here), and specific marketing opportunities. This helped our Sales, Marketing and UX team come up with strategies and creatives around things like: up-sale, cross-sale, and bundling opportunities and pin-point those screens to do so. This project was so well received that others used this as reference and inspiration on how to partner with other teams by using Research and UX.
2020