{"id":17489,"date":"2024-01-22T17:16:29","date_gmt":"2024-01-22T16:16:29","guid":{"rendered":"https:\/\/userlutions.com\/clients\/case-studies\/personas-insight-guides\/"},"modified":"2024-01-22T17:24:31","modified_gmt":"2024-01-22T16:24:31","slug":"personas-insight-guides","status":"publish","type":"page","link":"https:\/\/userlutions.com\/en\/clients\/case-studies\/personas-insight-guides\/","title":{"rendered":"Insight Guides Case Study Personas"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” admin_label=”section” module_class=”white-section” _builder_version=”4.16″ custom_padding=”54px|0px|0px|0px” custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=”” transparent_background=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”off” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_row padding_mobile=”off” column_padding_mobile=”on” admin_label=”row” module_class=” et_pb_row_fullwidth” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”89%” width_tablet=”80%” width_phone=”80%” width_last_edited=”on|desktop” max_width=”89%” max_width_tablet=”80%” max_width_phone=”80%” max_width_last_edited=”on|desktop” make_fullwidth=”on” use_custom_width=”off” width_unit=”off” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.19.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_style=”solid” global_colors_info=”{}”]<\/p>\n

How ‘Insight Guides’ discovered that their customers want to have breakfast with gorillas<\/h1>\n

Successful user-centered design of a new online travel platform thanks to personas<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_class=”light-blue-section” _builder_version=”4.16″ custom_padding=”8px|0px|54px|0px” custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=”” transparent_background=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ padding_mobile=”off” column_padding_mobile=”on” module_class=”column-align-center et_pb_row_fullwidth” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”89%” width_tablet=”80%” width_phone=”80%” width_last_edited=”on|desktop” max_width=”89%” max_width_tablet=”80%” max_width_phone=”80%” max_width_last_edited=”on|desktop” make_fullwidth=”on” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.19.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_style=”solid” global_colors_info=”{}”]<\/p>\n

The challenge: Who is the target group of this innovative travel platform?<\/h3>\n

Are you working on a new, digital business model<\/strong> and want to get to know your target group’s requirements<\/strong>? When Insight Guides wanted to implement an innovative travel platform, they were unsure how to best meet the needs of their future users.<\/p>\n

The Apa Publications Group, based in London, Singapore, Hong Kong and Warsaw, has been publishing travel guides under the Insight Guides brand since 1970. Increasing digitalization is increasing the competitive pressure in the publishing industry enormously.<\/p>\n

CEO Ren\u00e9 Frey therefore wanted to create a new type of online travel platform that is completely geared to the needs of users and offers tailor-made trips in the high-price segment.<\/p>\n

But which expectations do the target groups have<\/strong> of such a platform? The aim was to discover this together with Userlutions –
with a surprising result.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/userlutions.com\/wp-content\/uploads\/2017\/01\/Insight-guides-logo.png” alt=”Insight Guides Logo” align=”center” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ max_width=”300px” use_border_color=”off” border_color=”#ffffff” border_width=”1px” border_style=”solid” animation=”off” sticky=”off” always_center_on_mobile=”on” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_class=”postit” _builder_version=”4.16″ saved_tabs=”all” global_colors_info=”{}”]<\/p>\n

Facts about the project<\/h3>\n\n\n\n\n\n\n\n
Customer<\/strong><\/td>\nInsight Guides<\/td>\n<\/tr>\n
Product<\/strong><\/td>\nWebsite<\/td>\n<\/tr>\n
Duration<\/strong><\/td>\napprox. 3 months<\/td>\n<\/tr>\n
Method<\/strong><\/td>\nFocus group, in-depth interviews, online survey<\/td>\n<\/tr>\n
Result<\/strong><\/td>\nvalid personas<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/et_pb_text][et_pb_image src=”http:\/\/userlutions.com\/wp-content\/uploads\/2017\/01\/arrow-up.svg” align=”center” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ max_width=”20px” custom_margin=”-30px||10px|” use_border_color=”off” border_color=”#ffffff” border_width=”1px” border_style=”solid” animation=”off” sticky=”off” always_center_on_mobile=”on” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_style=”solid” global_colors_info=”{}”]<\/p>\n

Personas are concrete descriptions
\nof your central user groups<\/em><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_class=”full_width_image_section” _builder_version=”4.16″ custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=”” transparent_background=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_row padding_mobile=”off” column_padding_mobile=”on” module_class=” et_pb_row_fullwidth” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”89%” width_tablet=”80%” width_phone=”80%” width_last_edited=”on|desktop” max_width=”89%” max_width_tablet=”80%” max_width_phone=”80%” max_width_last_edited=”on|desktop” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/userlutions.com\/wp-content\/uploads\/2017\/05\/Case-Study-Personas-Insight-Guides.jpg” alt=”Personas Case Study” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_width=”1px” border_style=”solid” animation=”off” sticky=”off” always_center_on_mobile=”on” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_class=”white-section” _builder_version=”4.16″ custom_padding=”33px|0px|54px|0px” custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=”” transparent_background=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”off” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ padding_mobile=”off” column_padding_mobile=”on” module_class=” et_pb_row_fullwidth” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”89%” width_tablet=”80%” width_phone=”80%” width_last_edited=”on|desktop” max_width=”89%” max_width_tablet=”80%” max_width_phone=”80%” max_width_last_edited=”on|desktop” custom_padding=”28px|0px|0px|0px” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_style=”solid” global_colors_info=”{}”]<\/p>\n

The process: Derivation of personas through focus groups, in-depth interviews and quantitative surveys<\/h3>\n

Userlutions conducted user research<\/strong> for Insight Guides to create personas for the new travel platform.<\/p>\n

Personas describe the specific characteristics and needs of the key user groups<\/strong> and offer Insight Guides certainty for their decisions around the travel platform.<\/p>\n

More than 80 questions for an online survey on travel requirements were derived from focus groups and in-depth interviews<\/strong> with the affluent target group. These were then quantitatively validated with hundreds of participants<\/strong>.<\/p>\n

More about personas<\/a><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.19.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_style=”solid” global_colors_info=”{}”]<\/p>\n

The target group’s needs were analyzed in focus groups<\/em><\/p>\n

[\/et_pb_text][et_pb_image src=”\/wp-content\/uploads\/2017\/02\/arrow2.svg” align=”center” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ max_width=”120px” custom_margin=”-20px||10px|” use_border_color=”off” border_color=”#ffffff” border_width=”1px” border_style=”solid” animation=”off” sticky=”off” always_center_on_mobile=”on” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/userlutions.com\/wp-content\/uploads\/2017\/05\/Personas-Zielgruppe-analysieren-e1655822795955.jpg” alt=”Personas focus group” align=”center” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_width=”1px” border_style=”solid” animation=”off” sticky=”off” always_center_on_mobile=”on” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_class=”light-blue-section” _builder_version=”4.16″ custom_padding=”54px|0px|28px|0px” custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=”” transparent_background=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ padding_mobile=”off” column_padding_mobile=”on” module_class=” et_pb_row_fullwidth” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”89%” width_tablet=”80%” width_phone=”80%” width_last_edited=”on|desktop” max_width=”89%” max_width_tablet=”80%” max_width_phone=”80%” max_width_last_edited=”on|desktop” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” custom_width_px=”1080px” custom_width_percent=”80%” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.19.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_style=”solid” global_colors_info=”{}”]<\/p>\n

The findings: Target groups differ in their need for luxury and unique experiences<\/h3>\n

The statistical analysis of the online survey showed that the target groups move along two dimensions: Luxury aspirations and the desire for unique experiences. Three personas were created from these results.<\/p>\n

Brought to life: Larry Luxury, Monique Unique, Emily Family<\/strong><\/p>\n