Objective:

The client had an existing service they wanted to provide to a new customer cohort. We wanted to understand whether the needs of the two groups of customers were the same, as this would tell us if the service was fit for purpose or needed to change to suit these new customers.

Key Insight:

What we found was that essentially, the two customer groups had very similar needs. The differences existed within the customer cohorts themselves. Customers could be segmented based on their needs and this resulted in a more refined outcome than one based on demographics alone. What was interesting, was that the new segmentation took into account behaviour, which with certain cohorts had a significant impact on the outcome. We were able to use this new needs-based segmentation to specifically target solutions to certain customer types.

Output:

• Customer segments and personas

• Customer model for service delivery

• Insights and presentation

Activities:

• Customer research

• Synthesis and design

• Strategic storytelling

My role:

I was the Design Director on the project and was responsible for the overall project delivery, strategic direction, large amounts of the report writing and presentation