Defining, & designing for, B2B & B2C audiences
UX lead, & facilitator for a series of workshops with stakeholders which identified audiences, personas, journeys & outcomes. The insights informed new journeys, content strategy, IA, & strategy, tailored to the needs of the diverse audience.
Challenge
This mature startup had grown fast, meaning that the website did not cater to the needs of a diverse B2B & B2C audience.
Who are the audience? What do they need from the site? And, how can it be provided?
Approach
Starting with identifying the audience, a series of workshops with stakeholders sequentially built a picture:,
- Personas & empathy maps
- Journeys & outcomes
- Content gaps
Workshops were written up each afternoon. Played back the next day, their insights fed into the next workshop. The insights gained informed development of a strategy for the new site:
- Content gaps to fill & content strategy
- Strategy - goals, outcomes
- Journeys for each persona
- UX & IA to support strategy
Impact
Building on discovery work, the definition recommendations provided a structure for the site that was, based on evidence, and matched both strategic business needs and these of the audience.