Multiple Personality Reorder

Multiple Personality Reorder
UX to speak to your multiple visitor roles with Randy Milanovic 

Brief Notes:
Designing web pages for multiple personas

Address two different types of people on the same webpage

for persona pairs

higher ticket price/b2b
convince people you are the right option for them

decision makers don’t have time
time limited
don’t visit many pages on a site
mostly above the fold
executive similar

product or service impulse is the shopper - branding, price, availability

Researcher/ Influencer on the decision maker
role - does the research, does not make the decision
has more time to read more content
does look lower on the page and will consume
click for info, download, reach out
become committed to you and essentially your service or product

now they have the ability to reach out to the influencer

Design pages for both types.
Characteristics
Decision Maer
Transactional
Skimmer
Above the fold
Visits minimal pages

Influencer
Consultative
Diver
Below the fold
Visits multiple pages multiple times

Muamar- above the fold
it used to exist
good copy/create interest/desire/action
if the site is interesting enough they will explore

Whatever fits on screen

Influencer may come back several times evens on the same day

Decision maker
often C or V-suite
not time for research
looking for big picture benefits
wants to know you are credible

Influencer
Manger or Operations
research multiple solutions to a problem
look for details about how solution works to solve problem
want to know credibility and reliability
makes recommendation - needs to be confident your solution will make them look good

Persona creation tool

distinctly different intentions

How to deal with them within the website

Marty
b2b sales world - often many stakeholders involved
two-tab event
technical decision and executive decision (due diligence)
Depends on the product

process- many middle management and budget
effects performances of the business

size, complexity, external stakeholders

Persona Flow
going down the rabbit hole

Prompt Next steps for decision maker and influencers

primary concerns

find and entry point (blog or google search)

what are the key pages that will answer primary concerns

what actions will they take or do we want them to take

It isn’t until you understand the flow of the actual user experience that you see the imposed hierarchy.

Forget hold fashioned sitemap and think about flow

Home - service - about -contact

transactional only, not research

in sales mode without pre qualification

researcher
content-content-content
have really bought in otherwise they wouldn’t search/read more

Persona flow visualises UX and informs link strategy

researcher does more clicking
tools for different stages

link on page- still exploring (not ready to act)

contextual navigation (sidebar)-group related content
don’t have to go far to find related information

actionable - download - cta (people avoid banners) use square
button - tell what they get
whole image clickable but they push the button
higher intent

willing to pay with contact details

middle of the funnel

create contact - use buttons
Let’s Talk - marketing qualified

Speak to both sides of your pair on every page for success.

A more complex process

Download and tool

Peter

decision makers find the synopsis easier to deal with
structure site conceptually
concise information


800-100 words for first view
decision maker needs met there- credibility, reliability

then elaborate

the overview of all the value

Kate -
automation tools
identify the user and change the website

atomic reach and Hemingway

what really matters and then talk to the topics

recognise search information

Leading for tracking

test language level

like to have real conversations

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