Communicating your Idea Part 2

This lesson drawled on what we had learnt for the previous lesson that being the observation of Argos. What we were asking was to draw on the 3 individuals that were involved in a company which are customers, community and the company. From that, we had been asked to look at if there were any problems that appeared in the customer journey and what possible solutions could be applied to it, all from the viewpoint of a cognitive, emotional and physical need from a customer.

But these simply techniques do not communicate an idea far enough what in this lecture we would be taught is creating a story, but not any story a story using a persona that fits into the ideal customer that the company uses. This better explains and shows any problems in the customer journey where writing it out on paper does not communicate practically the solution/problem. Furthermore by creating a user specific persona the target market is clearly identified and a more understandable and simplistic approach is devised to show practically in understanding the customers cognitive, emotional and physical needs.

In addition upon being ask to identify and discuss who are persona is for a problem/solution could be at Argos we were shown the ‘Girl Effect’. This short video was shown to us as to help us understand the task we had been set. It showed a small girl and the life she led, left her in a poor state because she was effected by these situations which led to the end result, but then going back a making one small change it meant she would now lead a better life. What the point of this video was, was that the story if short created a persona that identified an cognitive, emotional and physical need which was expressed in a short practical and to the point story.

Afterwards we got into our groups and based on the ‘Girl Effect’ video we had just been shown, we were to use a similar format to create a persona on the company we had been assigned to previously which was Argos, and use the problem /solution acknowledged in the customer journey to create a story.

What we came up with was Nikki a 32 year old single mother, with three children has a very busy life by balancing work and taking care of her children. One morning her toaster breaks down, so she sends her kids off to school (without breakfast) and heads to Argos to buy a new toaster. She enters the store and looks at toasters she wants, she finds one and selects it, but the self-service machine displays a message saying “out of stock”. So she queues up at a customer service desk to ask when it will be back in stock. However, she sees a long line at customer services and decides to leave the store as she is short of spare time and has to collect her children from school.

The solution to Nikki’s situation would be for Argos to have a display on the self-service devices telling you when the product is likely to come back into stock without having to wait to talk to someone in customer services.

This persona is indicative of Argos target market which is 18-45 years olds who have child or family dependents and are on middle to lower incomes. So this shows that this sort of thinking in using a persona that recognizes the cognitive, emotional and physical needs of a customer through their journey, and creating a situation where this can be applied coupled with observing the company can create a near perfect representation of a company’s actual market segment.

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