Identifying Archetypes
Researching the client, we learned that findability of users was key, which depended on quantifiable factors around business size, age, supply chain, production, and so on. But having these does not fully help with understanding distinct user needs. So we evolved a new framework that captured behavioral attitudes of SMB owners in relation to their intent, goals, desires and experience.
SMB Journey
Mapping an overarching journey for all user archetypes, we defined the key stages that trigger specific activities and needs. SMBs struggle with distinct issues depending on the stage, and identifying their current situation would help in marketing relevant products and services.
SMB Defining Moments
We mapped heightened moments of user need along the SMB journey, helping our client teams focus on specific times that users are looking for help. Using quotes, stories and references to previous research initiatives, we helped our client understand the users’ state of mind, needs, and the opportunity.
SMB Touchpoints & case studies
Further developing nuanced information about users, we defined various touchpoints to communicate with each archetype along their defining moments. We strengthened the clients’ understanding with a future scenario and relevant case studies.