It's Personal.

To create experiences with meaning, we first need to experience what it means to be your customer.

Here are 3 simple steps to persona-led design.

Understand
the heart.

Decisions are made..... gut reactions.... unconscious.... feel... motivations.... concerns.... deep rooted.... trigger.... colours, symbols, shapes, sounds, language, smelly welly... why they... how they feel... what feel....

Understand

the head.

Post rationalisation... assurances... trust... sense checking.... logical... balance.... protecting your ass... justification... stated reasons... mixture of both ends up in a decision....

&

Step 1.

Understand

Connect the Commonality.

Tribes, societies, cultures, groups, communities, nations, empires.... common interests and value systems... strong relationships... effective communication.... breaking through... common understanding 

Respect the Differences.

Example - few of us would reject the notion of FUN - but Greg's idea is different to mine while we still believe in a common overview, big picture.... technology can handle individual narratives... but don't deviate from what unites...

&

Step 2.

Articulate

Harness the Technology.

We don't reinvent.... capitalise on the tech people are using and enjoying... makes it easier... efficient.... interact with people at crucial points (buying process, user journeys)... drive motivations... appease concerns... friction points... 

Enhance with 

The Data.

We've done the research but things don't always turn out the way you imagine.... learn.... fail fast.... adapt... iterate... justify spend.... support campaign.... evidence.... budgets.... empirical proof..... optimise performance..... connect the dots... insights...

Step 3.

Design

&

It works for brands of all shapes & sizes.

We work with experienced corporates, ambitious SMEs and exciting start-ups of all sizes and budgets.