As the digital space blew up, particularly with online shopping and web self service (who wants to ask for help these days anyway, right?), we wanted to fully understand our customers. To do this, we set up a six month project that followed the lives of several people from different backgrounds. We monitored their daily moves from the moment they woke up to the moment they slept – with their permission of course. Every action on their phone was tracked, and each night they were required to provide a video blog to us about how they interacted with the technology and brands in their lives. We also regularly met up with them to interview them and catch their thoughts on our observations. The result? Three key online personas for the Vodafone brand in Australia. With this comprehensive information, we were able to better identify our audience and tailor seamless user experiences, brand messaging and products based on their needs and technological abilities.
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