KeyBank Uses "Persona Creation" to Get into the Mind of Web Users
Challenge
KeyBank, one of the nation’s largest bank-based financial services companies, wanted to gain a deep understanding into the online behaviors of their customers. The company engaged Molecular to create customer personas to provide this insight.
Approach
Drawing from an array of quantitative and qualitative tools and methodologies, Molecular created six primary personas for KeyBank that documented the specific goals, behaviors and attitudes of each user, and would ultimately be used to guide decision-making throughout the site design and development process. Molecular’s quantitative approach to persona creation offered the company several key advantages over more traditional methods, including the ability to map the personas back to their existing marketing segmentation and demographic data. This direct correlation provided KeyBank with a three-dimensional picture of customer behavior; the segments revealed what customers are doing, and the personas revealed how and why.
Benefits
- The personas provided KeyBank with a unique perspective on the needs of its customers and helped to refocus the strategy for its next generation web site.
- By providing a more complete view of the user, the personas can be used to customize the experience customers have across all of KeyBank’s channels.
- The quantitative personas not only provide a framework for KeyBank’s site design, but can also be integrated into the company’s overall strategic and marketing planning process.
- KeyBank’s ability to map the personas back to their existing market segmentation and demographic data made the customers come to life for the company and revealed many insights that guide business decisions today.
