Persona by Ethnography

BAYNOTE, part of Kibo Commerce, is an advanced personalization platform powered by conversion optimization, real-time marketing, e-commerce, site search, segment discovery, multi-channel optimization, and merchandising.

Leadership wanted a better understanding of the product’s users, their role in the company, and when/how they use the product online.

Industry: Software Technology
Website: Baynote.com
Role: UX DIrector

Approach

Build a product that customers will find delightful.
Gather information and get agreement within departments having differences and commonalities.
Conduct ethnography research with key customers.
Validate questions from leadership.
Discover pain points, opportunities, and expectations.
Share key findings with leadership and team.

Results

Customers continue to rely on Baynote services to manage their personalization which has been provided as a free service. Baynote will pivot and provide a service model to enterprise customers at a fee.
The self-service model will continue to exist for smaller and start-up companies, those who cannot afford the high ticket service. Training will be provided for the first 6 months.

Learn, Gather Information

Field Study Interviews and Findings

Interview Plans

10 PSOs – 10 Customers.
A series of exercises which begin with an introduction: “Tell Us About Yourself “

UX Exercises

A Day in the Life of the Customers
Using Personalization Product
Favorite Toolkit Maps

Customer Relationship with the Brand

There is a strong bond between Baynote’s customers and the brand.
Rates an exceptional support team, as evidenced by their high satisfaction ratings.
Customers typically assign 1-2 individuals to personalization tasks.
Feels that dedicating time to personalization detracts from their real work.

Customer Experience Finding

The process of personalization should be effortless and require no additional time.
If someone is working on the product, it means there may be an issue with conversions.
Desires to receive alerts when something goes wrong
More often, customers call on Baynote Customer Service or Solution Architect to troubleshoot the problem.