16. 1990 – 1995
Education: Radio- und TV Technician
Experience:
Cinema Projectionist 35 mm
Cinema Manager - Assistent
Commercial scripts for radio stations
Editor for a PC magazine
Waiter & Audio Technician in a Jazz Club
Tele Sales (some weird worthless coins)
Marketing research (on shopping streets)
Radio Broadcasting Technician
TV Computer graphics
17. Insight: I have to create my own job.
„Creative stuff with
Computers & Media.“
22. 3D AnimationWebsites
E-Commerce
Games
Online Advertising
Newsletter Social Media
Post Production
Blogs
Apps
Virtual RealityBanner
Motion CaptureTV Commercials
Simulations
Configurators
Landingpages
Lead Generation
Shops
Service Design
UX/UI
Strategy User centered communication
Process Optimization
61. Global Environment
Company, Product
& Brand
Local
Environments
Needs
Expectations
Opinions
Values
MotivationStance
I/O Framework
Understand the customer,
environment and value creation
Peers
Technology
Capabilities
Ressources
Demands
Knowledge
62. Socio-Cultural
Sinus-Milleu
Hobbies
Favorite Music
Favorite Food
Favorite Vacation
Fashion style
Nature- or City?
Political View
Grade of Connectivity and Network Role
(Friends, Family, Peer Groups)
Buyer-Readiness & Competition
Buying Cycle:
Comfort Zone, Need Recognition, Information
acquisition, Provider Selection, Test & Try,
Decision Making, Price Bargain, Purchase,
Usage, Service, After-Sales, Loyalty-Programs
Rolle in the Buying Center:
User Influencer, Buyer, Decider, Gatekeeper
Umfeld Benchmarking, Produktanalysen,
Payment-Preference (Online, Mobile, Offline, …)
Current costs in the context
Demographics
Name
Age
Sex
Education
Job
Income
Life situation:
Family, Siblings, Relationship
Status, Habitat, size of household
Persona Canvas
Project: Version:Persona Name:
Psychographics
Values, Emotional Trigger, Motives,
Decision-Preferences
(e.g. Limbic Map, MBTI, etc.),
Personal Goals & Advantages
Technology
Used Infrastructure & Devices,
Experience in Usability,
IT Security Needs & Awareness
(e.g. Nametests.com)
Media
Preferred News-Plattforms,
Searchengines, Social Networks
Social Media-Type:
Lurker, Default, Influencer, Gatekeeper
Situations & Contexts, Moments of Truth
Knowing Feeling
in context
64. 5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, Zivilisation
Bürger, Citoyen
Kooperationsmarkt
Beschaffungsmarkt
Menschen
Material
Dienstleistungen
Kapital
Institutionell
Known Unknowns
Forschung
Privat
Eigentümer
Unknown Unknowns
NGOs
Parteien
Verbände
Standort-Markt
Infrastruktur
Steuern
Regulation
Gesetze
Institutionen
Aufmerksamkeitsmarkt
& Medien
Absatzmarkt
IP
KnowHow
Bildungsmarkt
Kommerziell Nicht-Kommerziell
Potentielle
Kunden
Kunden
Leads
Neu
Bestand
Verlorene Kunden
Konkurrenz
A
B
C
Employer Value
Purchaser Value
Collaboration Value
Financial Reliability Value
Cooperation Value
Educational Value
ComplianceValue
Shareholder
Value
Science Value
Political Value
Story Value
Brand Value
Customer Value
Public
Value
Kunst
Gesundheit
D
InspirationValueHealthValue
Permanente
strukturelle
Kopplungsprozesse
Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc.
Sport
Well being Value
Unknown Unknowns
Unknown Unknowns
Unknown
Unknowns
Unknown Unknowns
Unknown Unknowns
3-4-5 Manage & Control
2/3* Infrastruktur
2/3* Finance
Sales Value
Reihenfolge PV + XX
65. 5
4
1
1
1
Beschaffung
Produktion
Vertrieb
Gesellschaft, Welt, Zivilisation
Bürger, Citoyen
Kooperationsmarkt
Beschaffungsmarkt
Menschen
Material
Dienstleistungen
Kapital
Institutionell
Known Unknowns
Forschung
Privat
Eigentümer
Unknown Unknowns
NGOs
Parteien
Verbände
Standort-Markt
Infrastruktur
Steuern
Regulation
Gesetze
Institutionen
Aufmerksamkeitsmarkt
& Medien
Absatzmarkt
IP
KnowHow
Bildungsmarkt
Kommerziell Nicht-Kommerziell
Potentielle
Kunden
Kunden
Leads
Neu
Bestand
Verlorene Kunden
Konkurrenz
A
B
C
Employer Value
Purchaser Value
Collaboration Value
Financial Reliability Value
Cooperation Value
Educational Value
ComplianceValue
Shareholder
Value
Science Value
Political Value
Story Value
Brand Value
Customer Value
Public
Value
Kunst
Gesundheit
D
InspirationValueHealthValue
Permanente
strukturelle
Kopplungsprozesse
Lesehilfe: Shareholder Value + Public Value, Brand Value + Public Value, Employer Value + Public Value, etc.
Sport
Well being Value
Unknown Unknowns
Unknown Unknowns
Unknown
Unknowns
Unknown Unknowns
Unknown Unknowns
3-4-5 Manage & Control
2/3* Infrastruktur
2/3* Finance
Sales Value
Reihenfolge PV + XX
Technology &
Ecosphere