Transforming User Reviews into Content Strategy Recommendations: Assignment 2
In our recent assignment, we began by examining user reviews from a travel agency. We then crafted two personas out of the two archetypes we've made to better understand our audience, exploring their values and needs. The next step was creating a content strategy that features both basic and high-value content tailored to these personas. Let's dive into the details of each step in this process!
Archetypes
Here we created two archetypes, one known as the "Bond Builder" and the other as the "Terradventurer," based on data extracted from twenty user reviews. These archetypes are a result of analyzing and grouping the reviews, helping us to better understand the diverse preferences and priorities of our potential users.
Personas
In the next phase of our assignment, we transitioned from the archetypes we derived from the initial twenty user reviews and created two distinct personas: Max and Rikki. These personas are meticulously constructed representations of our target audience, complete with detailed information on their preferences, challenges, digital comfort levels, and more. Crafting Max and Rikki personas allowed us to gain deeper insights into the specific needs and behaviors of the individuals we aim to engage with in our content strategy.
Minimal content
In addition to crafting content specific to the values and needs of Max and Rikki, we recognized the importance of minimal content that serves as the essential backbone for the functionality of the website. These foundational pieces of content are indispensable, ensuring that the site operates seamlessly and provides a smooth user experience, regardless of individual preferences. They include vital information and features necessary to navigate and interact with the travel agency's website effectively.
"Figure 4 (Thomas Cook, 2023) a webpage with minimal content for travel websites"
Valuable content
Following the development of Max and Rikki personas, we took the next step by creating two comprehensive mind maps for each of these personas. These mind maps served as the foundation for brainstorming and identifying their unique values and needs. By delving into their preferences and requirements, we formulated ideas on how to translate these insights into tailored content for our travel agency. This process aimed to ensure that our content strategy would align perfectly with the desires and expectations of Max and Rikki, providing them with valuable and engaging travel experiences. Additionally, as an extra touch, we also curated tiny playlists that are based on or similar to the values both personas have, further enhancing their travel experiences through music and ambiance.
Content Matrix
To solidify our content strategy, we developed a comprehensive content matrix. This matrix encompassed all the minimal and valuable content derived from our extensive research, mind maps, and user personas. By categorizing and organizing these content elements, we created a clear roadmap for the travel agency, ensuring that both essential and enriching content were readily available to cater to the diverse needs and preferences of our audience. This content matrix serves as a valuable tool for implementing an effective and user-centric approach to content creation and delivery.
Extra Features
In our quest to enhance the user experience, we explored various websites to gather inspiration for innovative and engaging features. We meticulously reviewed these platforms, seeking out exciting functionalities that could elevate our travel agency's offerings. To ensure transparency and give credit where it's due, we made sure to reference the sources of our inspiration, acknowledging the websites that sparked our creative ideas and contributed to the evolution of our content strategy.
Reflection
When starting this project we were stuck and couldn't get to work because this was the first time we had ever done something in this field. After getting feedback from our lecturers we could finally form the two archetypes and from then on we could smoothly continue. Forming the personas went fine as well but deciding extra features based on the values and needs of the personas was a challenge. The last step was making this Behance page, which went well. We have learned to analyse human behaviour and cater to their needs while remaining unbiased. All of our decisions were made based on the initial reviews and real data.
Bibliography
Figure 1. Allrecipes (2023) Available on October 21st, 2023 from https://www.allrecipes.com/
Figure 2. Tomorrowland (2023) Available on October 21st, 2023 from https://www.tomorrowland.com/home/
Figure 3. Polaroid (2023) Available on October 21st, 2023 from https://www.polaroid.com/polaroid-exhibitions
Figure 4. Thomas Cook (2023) Available on October 21st, 2023 from https://www.thomascook.com/
