User Journeys

As new audiences engage with products, old viewing habits are fading, and consumer choices are now the focus. These changes are influencing product design and development. Mobile, social, and connected devices continue to grow faster than traditional models. We need to understand how and where people are consuming content.

Aligning with NBC current and future business goals, our teams developed a series of data driven behavioral personas and journeys to drive product design, marketing direction, content discovery and engagement models.

THE PROJECT

Our team carried out a 6-month study involving interviews, panels, and data analysis to understand various customers, their buying habits, and preferences. From this research, we created 5 main behavioral personas, and 5 relational personas to guide the development of new products, apps, features and marketing strategies.

THE RESULTS

We delivered key personas and journeys that offered clear insights for use in digital and marketing efforts. We also collaborated with Programming, Strategy, and Sales teams to identify ways to grow audiences and enhance customer and brand experiences across various products and contact points.

KATE: Age 38 | Married with 2 Kids

Kate is married with two kids and meticulously plans her day, balancing work and family. While she prioritizes work and family time, she has little time for herself, making her select about how she spends those hours. She is highly organized and always has her iPhone.

MARYANNE: Age 42 | Married with 3 Kids

Maryanne is married with 3 kids and loves motherhood and teaching. She enjoys crafting, scrapbooking, and organizing family events. As a teacher, she often brings work home. With 2 pre-teen boys and a girl, she has her hands full but looks forward to her daily escape to Salem.

SARAH: Age 42 | Single

Sarah is happily single, and is dedicated to work. She stays informed on politics, finance, and world news while maintaining her independent lifestyle. Although she makes time to date, socialize, and travel, she frequently checks her iPhone. She likes the latest tech trends but isn't fully adept at using them.

ZOE: Age 28 | Single

Zoe works full-time and lives actively, often planning weeknight and weekend outings with friends. Always connected for work, she spends much time on her phone for business and leisure. Zoe stays updated on news and trends while prioritizing self-care through yoga and hiking. 

MATT: Age 37 | Married with 2 Kids

Matt is married with two kids and a dog. He is tech-savvy, using the latest apps and devices while following digital trends. He loves cars, sports, and the gym. His wife manages social plans, but he suggests useful apps. He stays connected online and feels uneasy when disconnected.