Material Differences

Project background

 

How it started:

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• What user problem are we looking to solve?

  • The age range for Elephant's target audience proved to be too broad (24-54). The audience age range was too wide to market to efficiently and achieve target KPIs (conversions). In order to develop a more targeted approach to marketing spends, we needed to identify where to not spend the marketing budget for segments of the age groups.​

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• Stakeholders:

  • Marketing​

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• Research goal:

  • Primary goal:

    • I needed to narrow down what general areas of marketing content were not appealing to different segments of the broader 24-54 age group.​

  • Secondary goal:

    • Accessing the segments emotional sentiments and communication styles

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My Role

 

• UX Lead

 

Method

 

• What are the methods I chose?

  • Survey​

  • Ranking

  • Qual / Quant

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• Why did I choose these methods instead of the others?

  • To measure and compare interest levels in product lines and weigh out the differences between the 3 audiences.

 

Challenges and Limitations

 

• What challenges did I face during this research project?​

  • Edits to the persona groups and age segments were necessary. Some of the pre-determined filters on testing platforms were not constant were not conducive to drawing marketing content barriers at the evaluative stage.​

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• What were the limitations on budget and timeline?

  • The limited timeframe from stakeholder strategy implementation.​

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Crucial Findings

 

• The more maturity each segment had, the more interested they were in adding things to their insurance package

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• Specific product offerings were more appealing to younger ages than others

 

Implementation:

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• What was achieved?

  • The audiences for email and targeted digital campaigns were edited accordingly based on the outcome of this study - helping whittle down which products were to be featured to which audience, and just as importantly, which products were not necessary to each audience now that we have a clearer understanding of which product is more relevant to Julio, Peter, and Eugenia.​​​

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Stakeholder Impact

 

• How did I collaborate with stakeholders?

  • ​Brand team members were able to use the data I accumulated during this study to help articulate a refined view of the target marketing personas.

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• What KPIs were impacted?

  • Funnel starts​

  • Email conversions

  • Brand likeability 

 

Follow-up from this project:

• Following up more on each general interest in various products, the next evaluative study will include a prioritization exercise. For example, if users were given $100 to spend and there's an array of 11 products that cost about $18 each, which will the segments lean towards? Which are they willing to break the budget for? Which are the non-negotiable have-to-have products for each segment?​

 

My learnings

 

• If I did this again, how would I do this differently?

  • I learned to triple-check the audience settings in the testing platform to make sure the surveys are launched to the correct audiences. Persona alignment with survey audiences is a critical step in delivering the correct results to stakeholders.​