Greenpeace Persona Spectrum

The Problem

A international NPO was looking to connect on a deeper level with their supporters. They wanted to understand who their supporters were and how to reach them more effectively. Their ultimate goal was to adapt their advertising and marketing campaigns to reach more supporters. 

 

The Solution

Instead of personas, we developed persona spectrums. The persona spectrums were based on their current supporter base and was designed as a tool to improve conversion of potential supporters along a behavioural scale.

 

The Process

We started this process with an initial workshop on designing for impact to get the entire team to understand how to use human-centred design for impact. We then started to analyse the current user base, using existing surveys, demographics, social media interactions and all other data they had available. We then went on to do further research to develop the persona spectrums that could be used in all campaigns across the company for this particular region.

 

Snapshots

Data Analysis

To understand Greenpeace’s existing supporters, I had to analyse existing data that was available. This came in the form of surveys, population statistics, analytics, social media posts, demographic data and previous research.

 

 

 

 

Surveys

Once we had a good idea about the different groups of supporters there were, we developed surveys to dig a little deeper into their motivations for supporting the NGO.  This was also a way to get supporters to opt-in for further discussions about their support for the organisation.

 

 

 

Interviews

We conducted in-depth PET interviews with supporters and donors to understand exactly what drives and motivates them to support the NGO. Interviews lasted around 1 hour each.  A lot of rich data was collected via this method. This data was triangulated with other data collected.

 

 

 

 

Data Analysis & Synthesis

There was a lot of different sets of data to analyse. The data had to be analysed individually, as separate subsets and then we also had to synthesise the findings to understand the bigger picture and context around the data. There were many different layers of meaning to extract from the research.

 

 

 

 

Detailed Drive Analysis

The drives and blocks represent motivators and inhibitors for desired behaviour. We analysed the data collected during surveys and interviews and synthesised them into these advanced Empathy-Drive maps. These advanced empathy maps help inform campaign strategies for each persona spectrum

 

 

 

Reflection

This was a very interesting process.  We were not trying to sell a product, but we were trying to change behaviour (for good) using marketing campaigns.

We had to understand user behaviour on a very deep level and the usual persona-style research was not sufficient or fit-for-purpose, so we developed persona spectrums with advanced empathy maps as a tailored solution to the UX problem.

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