A fluid journey for different customers.

Mapping multiple personas to a digital journey experience for planning.

The Ask

Dow Chemical was planning on overhauling its entire corporate site to support responsive design with actionable guidance in planning. Dow approached us to perform deep user research in brand and persona development with omnichannel recommendations mapped to each persona journey.

The Challenge

Various stakeholders within Dow’s product portfolio and business units served various business customers differently, They required us to evaluate brand and customer personas spanning products, innovation, sustainability and Investor/Media Relations. We need thorough quantitative research from business professionals in brand “benchmarking” research to align stakeholders on marketing teams for buy-in.

Dow North America CMO

“We were lacking a cohesive channel experience to serve our various business customers. We need to specifically connect our innovative culture directly with each one of our customer groups.”

The Approach

Stakeholder Interviews across business units
Review Completed Heuristics Evaluation, Brand Benchmarking, Qualitative
Identify Four Key Personas
Journey Map for each Persona, Omnichannel Relationships
Identify Key Persona Delta Analysis
Final Socialization across DOW leadership

The Delivery

The delivery allowed Dow to progressively socialize and gather consensus within their business units, aligning key stakeholders and holdouts on the omnichannel strategy. The recommendations socialized and resolved anxiety and misunderstanding of responsive content and the impact stakeholder site ownership. This delivery included journey maps of various business units and customer personas.

Prior Heuristics and Benchmarking Provided

Identified Personas

THE FIRST TO MARKET

The First-to-Market’s primary goal is to be a disruptive market leader. They leverage trends in packaging and collaborate with the entire value-chain.
THE CONNECTOR

The Connector is always plugged-in to the market. They see the “art of the possible” to solve problems, leverage relationships, and forge partnerships.
THE TRADITIONALIST

The Traditionalist has an established vision and partnerships. They focus on maintaining a large customer base through quality, price, and supply chain.
THE ENVIRO-DRIVEN

The Enviro-Driven is focused on sustainability and driven by principle. They search for innovation and technology to create an enviro-friendly outcome and market share.