WORKSHEET DESCRIPTIONS
PERSONAS define who we’re designing for and talking to
BUSINESS MODEL CANVAS looks at our client and identifies key propositions and opportunities CUSTOMER EXPERIENCE BLUEPRINT explain their mindset, behaviors, pain points and gains
CREATIVE BRIEF uses data and insights from the above tools to provide a clear focus and direction for the work MEASUREMENT FRAMEWORK judging the effectiveness of our work by channels and engagement, how will we know we’ve succeeded?
PERSONAS
STRATEGY; ACCOUNT MANAGEMENT ANALYTICS; CREATIVE; PROJECT MANAGEMENT
TOOL COMPONENTS Introducing Show a picture! Give this persona a name How would you describe them in paragraph or two? What’s important to them in their wider life? Don’t go straight to their attitudes to our product or category Media Habits What are their media habits?
Attitudes To Brand & Category How does this audience feel about the category & our brand? What are they motivated by? Are they passionate, cool or hostile? What specifically do they love and hate? Transactional Behaviour What prompts them to buy our brand/category? How often do they buy? Where/how do they buy? How much do they spend on each occasion?
Digital Lifestyle How do they live their lives digitally?
Key Influences What are the key influences on consumers in this category e.g. experts, peers, celebrities?
Interests What passions & interests of theirs could we tap into?
Category customer journey Key Insights/Opportunities
PERSONA WORKSHEET INTRODUCING
GETTING TO KNOW THEM
HOW DO THEY RELATE TO THE CATEGORY?
CATEGORY CUSTOMER JOURNEY AWARENESS
CONSIDERATION & RESEARCH
CONVERSION
FIRST USE
STRATEGY; ACCOUNT MANAGEMENT ANALYTICS; CREATIVE; PROJECT MANAGEMENT
CONTINUED USE
ADVOCACY
REPEAT PURCHASE
WE INTERPRET A MORE INSIGHTFUL PICTURE OF INDIVIDUAL CONSUMERS USING CULTURAL, SOCIAL, DIGITAL, SEARCH, AND PURCHASE DATA
BUSINESS MODEL CANVAS
STRATEGY; ACCOUNT MANAGEMENT ANALYTICS; CREATIVE; PROJECT MANAGEMENT
“TO GET TO GREAT WORK, WE BRING TOGETHER DIVERSE MINDS IN AN ENERGETIC, ITERATIVE WAY” –WUNDERMAN
TOOL COMPONENTS Key Partners a. List and describe the role of main partners and suppliers Key Activities a. List out distinct business activities Value Propositions a. Describe value being offered to each customer segment Customer Relationships a. Explain customer relationships maintained with each segment Customer Segments a. List out and prioritize different customer segments
Key Resources a. List our essential resources Channels a. Set out the distribution channels for our product/service Cost Structure a. Set out main categories of costs Revenue Streams a. Set out distinct revenue streams generated
BUSINESS MODEL CANVAS WORKSHEET “TO GET TO GREAT WORK, WE BRING TOGETHER DIVERSE MINDS IN AN ENERGETIC, ITERATIVE WAY” –WUNDERMAN
STRATEGY; ACCOUNT MANAGEMENT ANALYTICS; CREATIVE; PROJECT MANAGEMENT
CUSTOMER EXPERIENCE BLUEPRINT WORKSHEET
AWARENESS
STEP IN CUSTOMER EXPERIENCE
INDIVIDUAL NEEDS (INFORM WITH DATA) EMOTIONAL STATE (PLOT AS GRAPH) IS THIS A MOMENT OF TRUTH (POSITIVE) OR A PAIN POINT
WHAT TOUCHPOINTS COULD BE IN ACTION?
WHAT MESSAGES ARE IN ACTION? WHAT OPPORTUNITIES ARE THERE TO PROVIDE UTILITY TO MEET THEIR NEEDS
CONSIDERATION & RESEARCH
CONVERSION
STRATEGY; ACCOUNT MANAGEMENT ANALYTICS; CREATIVE; PROJECT MANAGEMENT
FIRST USE
CONTINUED USE
ADVOCACY
REPEAT PURCHASE