Creating personas & segments

Problem:

Zenni Optical wanted to conduct a complex segmentation study that highlighted new personas & a stronger understanding of total addressable market (TAM).

Solution:

I built a multi-step approach to understanding Zenni’s current customer & future audience:

  1. Managed RFPs & partner selection

  2. Segmented customers & built personas

  3. Published an executive report giving Zenni a multi-year runway to engage new customers.

Results:

  1. Improved retention & outreach efforts.

  2. Improved friction points across the entire customer journey.

  3. Increased YoY (year over year) sales & conversions for Marketing/Product teams

  4. Shifted Zenni from limited analytics to a complete view of their current customer with a multi-year runway for success.