Embedded Files
Consumer Carrie
Consumer Carrie
Overview:
Carrie is a 38 year old consultant in Palm Springs, CA. She juggles work, home and family. She doesn’t have time to research her purchases, so she goes by her friends and family's recommendation. She then reads customer reviews. Finally she visits the brand site to get the hard facts, rarely watching product videos, preferring the spec sheets and detailed product descriptions. She returns to watch videos post-purchase for maintenance and installation. She wants to find what she needs and then seamlessly make her purchase. She is accustomed to intuitive design and expects great experience.
Things they say:
“I need to trust a company to do business with them. In some cases they are really important to my daily life running smoothly.”
"If I can’t find it quick, I'm gone."
”My family is better with tech so I trust their opinions."
“Most of the time looking at this stuff on my mobile."
Influences:
Brand recognition and reputation are big influencers
Friends, family and colleagues’ opinions are considered and weighted based on their expertise in the area.
Third party and retail aggregator reviews are considered the most trustworthy
Channels: 1.Word of mouth 2.Facebook & Blogs 3.Twitter & Newspapers 4. Linkedin
Challenges:
Poor design and functionality make the company look out of date or unprofessional.
Any negative impression of a brand, whether through media, reviews, or personal experiences are almost impossible to change.
Interests:
Customer reviews and written word is more important than video when researching a product, more so than any brand produced content, sway purchases.
Video assistance post-purchase to install or troubleshoot products.
Reliable, High tech & quality products with maximum functionality.
Enablers:
Google search for research and funnels into Amazon for quick comparisons.
The consumer is living a hectic life and value any tools that help them to be efficient
Well-designed websites and mobile access are important for usability and the general impression of the brand.
Tailored, fast site search and filtering are important to make the experience easy and fast
Julie needs deep content related to her product during the consideration phase. As she is making her final purchase decision she needs highly visual content. Video aids become important for ongoing management and installation.
Home
Search Results
Product & Services
Observations on most used pages by consumers:
The Product & Services navigation is the most relevant on the home pg, but they often go to Consumer Products block, which is only focused on a single product.
The rotating banner displays what we want viewers to know versus what they want to see.
The P&S page uses a organizing structure which doesn't match our Consumer's Product oriented mindset, as we currently provide categories like “Installed”, “Portable”, etc.
The current design persists non-consumer options which adds unnecessary clutter and irrelevant navigational options.
Search is used when they fail to see what they expect.
Search results provides large number of results with repeated images which confuse users. Filters and sorting options required here.
How can we help Carrie?
Overall, Carrie needs to trust a brand before letting them into her life. She is using social media and her trusted advisors to validate products before deeper exploration. A lot of the time this occurs face-to-face depending upon the scale of the purchase decision. If it’s a time sensitive purchase that needs to be acted upon immediately, mobile access is important. With all the consumer data breaches in the news consumers are really re-evaluating who they transact with.
Carrie often abandons the site and returns to Google search to find the Honeywell product she is looking for.
Actions: Provide
Contextual consumer content.
Better organization of products.
Simplify Search and Actionability.
Videos organized by product and content
Make it easy to share product information
Simplified navigation
Easy access to customer service or problem resolution
Clear purchase pathways to SBGs
Highlighted customer reviews
Leverage positive/constructive social media mentions
Investigate building a blogger network around product
categories for better third party perspective
Contractor Chris
Contractor Chris
Overview:
Tim is a 32 year old technician working with a mid-sized security installation firm. His company exclusively uses Honeywell, so his product choices have already been made for him. He knows the brand well, but still needs support from Honeywell representatives. The constant technological advances, however, make it hard to stay completely versed in every product. Tim expects honeywell.com to educate him on new products, inside and out. He needs to find product info and data sheets quickly with no hassle. When he’s onsite he needs a mobile friendly experience to show installation videos and offer tech support. Tim needs Honeywell to keep up with him and help in his job all day, everyday.
Things they say:
I know my stuff but I’m in the field 80% of my day and if I need support, it better be at my fingertips.”
Honeywell representatives are great so a lot of the time I end up just calling.
I have gone to honeywell.com but I ended up getting lost...It's frustrating for a guy onsite when he can’t find installation info and has to google it.
All of us have iPads and iPhones with useful measuring apps and other digital tools.
Influences:
Sales reps very influential when considering new product purchases
Brand awareness and familiarity will determine how much time they invest in learning a new technology
Channels: 1. Word of mouth. 2.Linkedin, Blogs, Newspapers. 3. Facebook & Twitter (hardly considered)
Interests:
Detailed product info, specs and comparison reports
Easy Part Number search capability to limit time onsite
Step-by-Step installation and troubleshooting videos
Helpful contacts and service representatives
Enablers:
Easy search to access specs, installation manuals, etc. is imperative
Mobile is important for onsite reference
Videos organized by product would be helpful for educating technicians
Live chat and help-lines by industry would be a welcome addition
Challenges:
Currently contractors defer to Google or their sales rep to avoid the confusing nature of hon.com
They bookmark their SBGs once they find them because they find the navigation difficult
Home
Search Results
Product & Services
Observations on most used pages by contractors:
The Product & Services navigation is the most relevant on the home pg, but they often go to Contact Honeywell, but only if they expect quick response.
Contact Us page does not have a Contractor option.
The rotating banner displays what we want viewers to know versus what they want to see.
Safety & Security is well organized and reflects Tims interests at a basic level.
The current design does not orient users by mode of use like Service, Installation or Troubleshooting.
Search is used when they fail to see what they expect.
Search results provides large number of results with repeated images which confuse users. Filters and sorting options required here.
How can we help Tim?
Tim expects honeywell.com to be a reliable source of support for him in his moment of need. Though technicians and contractors often have an existing relationship with the brand through their employers, they need to feel they are being personally supported on-site as well. Ever evolving technology and product lines necessitate constant education, and contractors need to be able to access those educational tools. Most of this education and troubleshooting occurs on site, away from a desktop computer, so mobile needs to be not only accessible but optimal.
Tim doesn’t feel recognized or supported.
Actions: Provide
Contextual contractor content on Honeywell.com.
Videos organized by product and featuring their company's purchases from Honeywell
Enhanced search, indexing and filtering of content
Responsive mobile design
Detailed FAQ for troubleshooting
Easy access to phone numbers for direct contact
Segmented customer support. Live-chat support
Simple navigation
Aggregate conversation on professional networks (i.e. LinkedIn) to further influence and engage this persona.
Employee Evan
Employee Evan
Overview:
Evan has been working at Honeywell for a several years and in that time has made several horizontal position shifts. He has been able to see the company from many perspectives, experiencing the breadth of its reach. He looks to honeywell.com to add a level of accessibility and transparency to the overwhelming enormity of Honeywell. He wants to stay up to date about what is happening outside of his division in the company. He also wants greater visibility into his own long distance colleagues, researching them on hon.com and LinkedIn. Above all, Evan views the Honeywell domain as an opportunity to connect him to what’s going on and how it effects him. He particularly wants to see Honeywell as a future forward company he can be proud to work for.
Things they say:
“This is an enormous, complex corporation and it’s easy to feel lost in the scale of it.”
“For me, honeywell.com is a way for me to stay connected to what’s going on throughout the company”
"To me what is missing, is really a strong Honeywell positioning... something that is much more dynamic"
"Let me accurately understand a part of Honeywell, let me understand what they do from a customer side, or a business entity side, what business they’re in, what businesses they own.”
“With all our new technologies and advancements it makes me proud to work here.”
Interests:
Understanding shifts in the corporate landscape of Honeywell
To research their colleagues across SBGs
Content that expands upon events or activities Honeywell has engaged in.
Download Today’s Honeywell
Directors of SBGs will audit hon.com to understand how their area of interest is being represented on hon.com, and its ease of navigation
Enablers:
Advanced Search options for fast information finding
Concise, straightforward content, for video and written word is most helpful.
Clear charts about the structure of the company and organization of hierarchy are used often
Products & services, and solutions and technologies are considered confusing
Influences:
•Emails or notifications of shifts in the company
Speeches from leadership
Internal conversations with peers
Channels: 1. Word of mouth. 2. Linkedin & Facebook, Twitter & Newspapers. 3. Blogs(hardly considered)
Challenges:
Difficult navigation, both personally and in facilitating a customer, causes frustration.
Search is thought to be ineffective and most just Googled information in hopes of finding the page they were looking for.
Many employees were unclear on the purpose of the corporate site.
Employees were concerned about the impression a consumer may have after visiting the site.
Home
News
News> CEO Speeches
Our Company
Observations on most used pages by employees:
News link in header gives him the latest info.
Employee Access link in the footer is used when intranet access is needed.
Investor, Consumer product and What happeneing Blocks is important to keep him abreast of important products and info, though employees don't seem to care much.
The Hero banner is used when focused on the business. (NN/g: Auto-Forwarding Carousels and Accordions Annoy Users and Reduce Visibility )
About us is used but is seen as boilerplate and sometimes stale.
Overall since employees are already “insiders” providing further related content provides a valued service.
The current Newsroom page is providing the latest and up to date information that employees want.
Even with its breadth of content it still needs the story of mission connectivity that drives every move.
Accessing CEO Speeches is straight-forward but uninspiring.
•Our Company tells a connective story but is not integrated with fresh and engaging content.
It’s rational but not emotional.
How can we help Evan?
Evan expects honeywell.com to be a reliable source of support for him in his moment of need. Though technicians and contractors often have an existing relationship with the brand through their employers, they need to feel they are being personally supported on-site as well. Ever evolving technology and product lines necessitate constant education, and contractors need to be able to access those educational tools. Most of this education and troubleshooting occurs on site, away from a desktop computer, so mobile needs to be not only accessible but optimal.
The Honeywell story is being told, but Evan has to piece it together across the site.
Actions: Provide
A clear articulation of company composition and any new moves that impact Mark’s life.
Corp. Comms organized by date, subject, and area of relevance.
Global navigation or filtering of the business.
Visually appealing storytelling devices
Concise, “snackable” articles
Searchable videos by subject
Enhanced filtered search
Related article prompts
Clearer navigation to SBGs
More dynamic branded content
Distributed content in professional networks like LinkedIn.
Easily shareable content across social networks.
Media Influencer Max
Media Influencer Max
Overview:
Max is an established media professional working the technology beat for a major metropolitan newspaper. As the journalistic world moves into the ever evolving digital environment, Max’ employer has been asking for a wider range of material. Max needs to not only write articles, but also blogs and posts for social media. These new mediums rely even more heavily on agility, quickly dispersing accurate information to the readers. Max needs to be able to access information about the company through the website and through social media accounts, quickly and easily to get his stories out.
Things they say:
"If I’m at your site, I need to easily find the content and related information I need for my job or provide me access to an expert to get it."
"Sometimes people present stuff in industry lingo or terms that aren't known to outsiders so you have to take some interpretation that you have to translate and decode it for your audience."
"I’m using more tools and creating more content types than ever before. It's changed the job description, you can't do one thing anymore."
"Anything that becomes prevalent in the social sphere can definitely generate stores."
"Most journalists have to do a variety of things that they didn’t have to do in the past."
"The percentage of my traditional readership is quickly being eclipsed by my blog."
"I’m using more tools and creating more content types than ever before. It's changed the job description you can't do one thing anymore."
Interests:
Quickly identify and access Media Contacts by subject matter
Obtain high level company information quickly
Easily navigate and search through press releases and internal articles
Financial Releases
Find information for their concentration, i.e consumer facing vs. B2B
Enablers:
Rich media assets to support article subject
Reliable keyword searches
Well organized lists of corporate communications
Intuitive navigation to financials
Links to company social media accounts
Responsive mobile design
Influencers:
Innovative new technologies
Notable earnings reports
Sizable shifts in the organization
Notable new leadership
Channels: 1. Newspaper. 2.blog 3.Linkedin 4.Twitter 5.Facebook
Challenges:
Media Contacts buried in the content or not associated to releases
Ineffective filtering of articles
Dense, time consuming content
Decentralized high level company information
Sub-par site search capabilities
Dense industry jargon
Disorganized press releases, financial reports, speeches, etc.
Home
News
News/CEO Speeches
Our Company
Observations on most used pages by Media influencers:
Max is primarily subject oriented during his visits to honeywell.com. Depending on the nature of his story he has a few clear options to progress.
News link header is where Max feels the content might be freshest and associated to contact information.
Products & Services in header is helpful if the story is about new product roll outs.
The about us section could provide better background information.
Resorts to search if all else fails.
The current Newsroom page is providing the latest up to date information for the influencer
Even with its breadth of content it still needs the story of mission connectivity that drives every move.
Straight forward press releases but lacking supplemental content
Our Company tells a connective story but is not integrated with fresh and engaging content.
It’s rational but not emotional.
How can we help Max?
Max expects honeywell.com to be a reliable source of support for him in his moment of need. Though technicians and contractors often have an existing relationship with the brand through their employers, they need to feel they are being personally supported on-site as well. Ever evolving technology and product lines necessitate constant education, and contractors need to be able to access those educational tools. Most of this education and troubleshooting occurs on site, away from a desktop computer, so mobile needs to be not only accessible but optimal.
Max has many information options available to him but the format isn’t compelling
Actions:
Consolidated company information destination
Categories of communication contacts
Define and present SME’s to connect with digitally
Searchable press releases
Intuitive navigation to global newsroom
Filtering of news content
Searchable financials
Press release filtering and abstracts
Comprehensive media contact list
Enhanced search capabilities
Increase outbound communications via social media.
Provide access to feeds of information targeted by subject
Enable Honeywell SME’s to provide perspective
Investor Irene
Investor Irene
Overview:
Irene is a 40 year old director of sales for a manufacturing company. She is the primary financial decision maker for her household, making purchases, balancing the checkbook, and choosing stocks and ETFs to diversify her and her husband’s portfolios. She views her portfolio as a way of reflecting her values, so she is invested in sectors that support them. When making a new investment decision she reviews her current holdings to evaluate potential industry gaps. Then she looks at financial news and cultural trends to choose her next investment. Her final step is to vet the company or brand, looking at their financial trends, business ethics, and expense ratio of their stock before making her purchase.
Things they say:
“My investment portfolio is reflective of my values and to secure the future of my family. I need all the information to know I’m making a smart long term choice.”
My portfolio is about 50/50 Stocks and ETFs.
When I commute I do all my investing on my phone
“When I see multiple negative stories about a company it gives me pause and I might reallocate.”
ETFs give me the ability to follow trends in the market
“When I commute I do all my investing on my phone."
Influencers:
Financial news reports
Knowledgeable friends and family
Information on innovative new technologies
Jumps in the market
Cultural trends i.e. “green”, social tech, biotech, etc.
Channels: 1. Word of mouth & Blogs 2. Facebook, Linkedin & Newspapers 3. Twitter
Interests:
Quickly access financial reports
Obtain high level financial company information
Find detailed information on the earnings, output, capital reinvestment of the stock
Easily navigate through press releases, new product announcements, etc.
New technologies
Culture and mission of the brand
Enablers:
A single page information sheet with company’s financial overview
Intuitive simple navigation
Organized information based on subject
Compiled list of relevant company enhancements
Well articulated mission statement and beliefs of the brand
Challenges:
Time consuming and confusing financial reports
Disjointed brand identity makes a company seem less stable.
Financial Releases aren’t easily searched through
Poor mobile design
Company data dispersed across multiple pages
Observations on most used pages by Media influencers:
Irene is primarily subject oriented during his visits to honeywell.com. Depending on the nature of his story he has a few clear options to progress.
Investor link in header is the default choice because of the wealth of relevant content.
Investor news block is powerful depending on company performance.
Hero banner is great to get a sense of the future.
News link in header is good to see what happened recently.
About us in header provides background.
Corporate citizenship shows her that Honeywell cares
How can we help Irene?
Irene is a very conscious investor, she of course wants a sound investment but she applies another overlay of her values on the decision process. All of the companies she does business with must align with her perspectives on sustainability and ethics. Because of this when she visits us we need to provide access to an integrated company storyline that helps her understand that this company is not only financially sound but also that it aligns with her values.
Irene is provided a rich and rational story but she wants an emotional story.
Actions:
Thoughtful storytelling of Honeywell’s mission and goals
Compelling media showcasing Honeywell’s technologies
Better messaging of what Corporate Citizenship means to Honeywell
Searchable financial reports
Intuitive navigation for company information
Easily identified links to relevant news within the organization
Enhanced indexing and filtering of content
Well organized second tier navigation
Well articulated company values
Visually appealing storytelling devices
Consolidated company information destination
Solution Designer Sam
Solution Designer Sam
Overview:
Sam is a 37 year old mid-level design engineer for a medical device manufacturer and he is constantly researching new components for his work. He supports the product management teams and interfaces with customers and manufacturing regularly. His daily activities revolve around research for new applications and retrofitting existing applications based on his customers requirements. His company has been working with Honeywell for certain solutions for over a decade and they are a trusted partner.
Things they say:
“We want application information…more detail beyond the overview.”
“The Web should be a Super Silent Solution Partner.”
“With new applications I want to know what the component can do and why it’s better than my other choices.”
“I don’t like reading fluffy paragraphs. I won’t read it. I don’t have time to read it. But if this drilled to a point-form, direct description with as much technical information as possible.”
“I do some research on prospective suppliers. And we have our own system where I will gather and store it.”
Influencers:
Industry Conferences
Industry Periodicals and newsletters
Digital Publishers and Professional Networks
Colleagues and peers
Channels: 1. Word of mouth, Newspaper & Blogs 2.Linkedin 3. Facebook 4.Twitter (hardly considered)
Interests:
Find detailed application information
Find detailed pricing information
Ordering sample components
Contact information for product specialist
Find warranty and service information
Find a service and/or sales representative
Enablers:
Printable specs to bring for approval
In-depth product information
Engaging & interactive content on proven business benefits
Clear contact info to get in touch with a sales reps
Challenges:
No way to quickly identify component updates and enhancements
Inconsistent product browsing formats
Confusing product organization, nomenclature and navigation
Difficulty finding the appropriate sample ordering instructions
Home
Search Results
Product & Services
Observations on most used pages by Solution Designer:
Sam is primarily solution oriented during his visits to honeywell.com. He needs fast access to technically oriented content about product components and applications related to his industry
He needs to see the options available to him correctly organized with industry standard terms and nomenclature when researching a new application. When dealing with existing applications he needs to be able to search by part number and be updated about any new evolutions of the product of interest.
The Product & Service navigation is the most relevant.
Solutions is investigated for a broader understanding
Search is used if we fail to connect with him immediately
The current Healthcare & Medical page is organized cleanly but branded nomenclature inhibits him from truly understanding the offering.
He wants to be updated proactively about advances but nothing is indicated as newly introduced or updated.
Lack of filtering result set by application or updates is a negative
Solutions & Technologies label seemed to be relevant but didn’t deliver an industry or application orientation.
How can we help Sam?
Sam is currently managing over 10 different products and clients. Some of these are solutions that pre-date his employment and others are designed from the start by him. His clients are constantly updating the solution specifications and so he needs to understand all the options available to him to do the job right. Incremental updates to component lines are of real interest to him but he has little time for researching all of this.
Sam needs us to speak industry accepted language and reflect his mode of use
Actions:
Technically oriented documentation
Application oriented content organization
Component upgrade information
Industry solution/application filtering
Performance based information
Easy access to sample components
Industry accepted language not fluff
Search enabled by component name or number
Engineers view of Honeywell
Initiate conversations on LinkedIn around Targeted Industry Conferences
Form partnerships with Industry Periodicals and newsletters
Form partnerships with Digital Publishers and Professional Networks
Enable sharing of content into relevant networks
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