Reflection

After working on this project for the majority of the semester, I have realized that the concept of creating a persona is crucial for understanding the needs of a particular segment. I really enjoyed this part of the project because it allowed me the opportunity to see what makes a customer segment unique.  Creating the persona at the very beginning of the project before diving into any research was insightful because it allowed me to lay out my biases and stereotypes on the table. It helped me flush out the characteristics that I thought were part of the customer segment. When hashing out this persona, it gave me the opportunity to generate proper and relevant research questions. One of the goals of the research beyond the persona was to find out if the assumptions made were true or not. It was helpful to see what makes a particular segment unique, and it helped me avoid making generalizations about a certain demographic. With personas and customer segments, you can see that there exist various groups within a particular demographic. Before, it was simply about the age, gender, and location of a customer segment. With our persona, I can see that it goes beyond those statistics. There are things that make a persona different from others, and this portion of the class really helped me drill down on how to arrive at these conclusions for future projects.

The second skill that I understand better as a result from the project and class is prototyping. Prototyping allows you to solve a problem with more than just words. This is the time to create a product for a customer. It can be a tangible product, or it can be a virtual product. After gathering our research, it was very difficult to figure out what our problem statement was. There were a lot of statements that were thrown around from the beginning that could be classified as causes rather than the root problem, itself. One of the most important parts of prototyping is thoroughly understanding the problem you are trying to solve. If that is not set correctly, then you can be creating a solution that does not address the real issue. However, once we had our problem statement ready, it was a different experience trying to create an actual solution. Each of the group members had a different idea of what could be used to solve our problem. Once we had completed our first iteration, we took our product back to our research participants to gain feedback. This was such a helpful step because we could see what we had misinterpreted in the first step. It gave us the opportunity to take the new feedback and create a new version of our product. I think that prototyping lets the customer and the marketer get on the same page for possible solutions.

I think that every step of our project was helpful and brought value to our project. However, I did think that the time constraint was the only part of the project that did not bring as much value to the entirety of the project. We had such a short turnaround for each submission that it became difficult to be detailed and thorough as was necessary. I understand that this is naturally going to occur as this is only a one semester course. However, it was a challenge to conduct our research, evaluate it, and find insights in such a small amount of time.

I felt that there were plenty of occasions where I was not on the same page as my fellow team members. I think that had to do with the fact that I am an MIS major, and they are all marketing majors. I think it is very easy for me to take everything in such a literal and direct manner that it became challenging for me to think outside the box. I felt that this was especially apparent when we were creating our persona. I wanted to get all of my biases on the table, but to my group members, it may have felt that those biases were way off base and not relevant to our persona. After overcoming that first hiccup, I think we were able to work more efficiently as a team. As for the course and the instructor, I very much enjoyed the class, and I looked forward to coming to class each day. I was frustrated with a small part of the process of the project. Again, the biggest issue I had was the time constraint. It was very difficult to complete each part in such a short amount of time especially when each of our group members had other competing goals. It was also frustrating that we had to get everything completed over the Thanksgiving holiday. However, aside from the time constraint issue, I really enjoyed class each day, and I think the group portion helps give each student an idea of what it may be like to work on a team in the future.

Ethics

As business professionals, we often come across an issue that must be solved. We must come up with a solution, and in some cases, the solution may not meet the standards of what is considered ethical. The solution we may provide might meet the legal standards addressed in state, national, and international laws; however, the solution is not always ethical. Because ethics are a set of moral principles, it is difficult to determine a standardized list for all individuals to follow because ‘being ethical’ can meet two separate things for two different individuals.

A prominent business field that is emerging is that of data collection. With the ever increasing presence of the World Wide Web, it has become common practice for individuals and organizations to collect information about users in both a passive and active manner. As the Google and Apple article mentions, before the emergence of smartphones and cell phones with internet capabilities, the data collected about individuals was completed on desktops and laptops. Search engines could store the data you were searching for, and they could generally pin point your location based on the location of your assigned IP address. Cookies placed on your machine by websites could also track information about you to use as they saw fit. Now, with the fast growing user base of smartphones and other mobile devices, such as tablets, it is easier to track information about a user’s exact location.

The primary ethical concern behind this particular form of data collection is gaining too much information about a user’s location and other sensitive information, such as passwords. Most users would probably agree that this new data collection is a breach in privacy. With the location data they are gaining, organizations will be able to track almost each location a user visits. Google, Apple, and other organizations with have the data stored to know exactly where each person was at any point in time. One of the original appeals of the internet was the ability to anonymously visit stores. A user could visit a store without literally having to step foot in the “brick and mortar” location. Now, however, we can see that this is not necessarily a very good positive to the internet as there are currently many websites and other mechanisms that track your online activity. However, it was not apparent that this was also the case with mobile devices. There exist some extreme cases in which the information collected about a user can be harmful. For example, a person under the witness protection program could potentially be tracked down even if they are under a new identity. If that identity was to be figured out, it would not take much longer for someone to find the physical location of the user. Other ethical concerns with data collection arise from a recent news story that came forward with an Apple App that allowed users to track other users. The app allowed customers to opt in and out, but it would not be too difficult to override those controls and gain the location of other users without their consent. This particular app gained a lot of notoriety when it helped a user uncover the infidelities of the spouse.

One solution proposal is the ability to let users opt out of such services. Though it already exists in most applications, it needs to be more apparent in each application as well as each operating system. Rather than just have some obscure message somewhere detailing the general information that is to be collected, the applications and operating systems of smart phones should make it a top priority to inform users that this can happen. When a user first obtains a new phone, one of the opening set up dialogues can have a quick presentation of what information can be gathered, and it can let the user determine whether or not they want to participate. If the organizations present a compelling argument in how that particular type of information can truly help transform the current state of cell phones, then users might be more willing to let that information be captured. However, it will need to be the user’s decision to let that information become a part of Google, Apple, and other organization’s databases.  

Amazon.com

I am almost certain that everyone has had at least some type of contact with Amazon.com and its services. Whether this contact has come through a personal purchase or through another website using Amazon’s technology services, Amazon.com has a really big presence among consumers in the United States and around the world. Amazon.com is an online retailer that sells its own products to customers, but it also connects many third party retailers to prospective buyers. What some people do not know, however, is that Amazon serves as a provider of technology infrastructure to different businesses. This service is commonly referred to as cloud computing. Amazon competes in many different industries, such as consumer electronics (kindle product line), online retailing, music, books, etc.

I chose this company because of the range of products and services they offer. They are able to compete in many different industries through their technological innovations. Though they were not the inventors of the e-book, they were able to reinvent the publishing industry and make it easy for consumers to read books electronically without having to carry the physical books. As an MIS major, I’m fascinated by the current popular concept of cloud computing. With Amazon Web Services (AWS), Amazon is able to provide scalable, low cost technology options. They offer software as a service, platform as a service, and infrastructure as a service. They make it simple for businesses and online websites to use their databases for storage or application development.

The first customer segment that I would like to analyze is small business and website owners. This segment benefits deeply by AWS. They can really use these services as an advantage to scale up to a larger organization without the inherent costs of purchasing and installing the necessary infrastructure to support higher traffic.  With the range of services that Amazon offers, this customer segment can flexibly choose the different services that fit their needs.

The second customer segment that I would like to analyze is pre-professional students. This segment can include people aged 16 – 22. These are the students that will be seeking a professional career, but currently do not have the best resources to make higher cost purchases. As a customer in this segment, I think these students like the presentation of products through the Amazon.com website. It allows customers to see the lowest priced products, and it offers customers different shipping options.

The third and final segment that I would like to analyze is what I call “entertainment seekers.” These are the people that like their entertainment content all in one place. These people buy the consumer electronics products that Amazon has to offer, such as the Kindle and Kindle Fire. With this technology, consumers can buy all of their reading material (books/ebooks), music, and movies/television shows through amazon.com.

I think the value proposition for each segment is very different. The first segment might value the flexibility and security that Amazon includes with the services they provide. This segment is looking for reliable technology infrastructure needs. Amazon provides the second segment with convenience. Specifically, it provides a “one-stop shop” for this customer segment. This segment can save time by only having to visit one website. Another value for this segment can include trust. Amazon.com has implemented many data mining techniques into their website that provide customers with new suggestions. This can lead to a benefit of reliability and trust on Amazon to know what it would like. For the third segment, Amazon provides a value in price. They connect these prospective buyers with the lowest priced options.

Bibliography

“AWS Products & Solutions.” Amazon Web Services. Amazon.com, n.d. Web. 16 Oct. 

     2012. <http://aws.amazon.com/&gt;.

Caruso, Jeff. “IaaS vs. PaaS vs. SaaS.” Network World. Network World, n.d. Web.
17 Oct. 2012. <http://www.networkworld.com/news/2011/
102511-tech-argument-iaas-paas-saas-252357.html>.

One Direction: The Customer Experience*

*

These boys pictured above have a few things in common, but the biggest connection between them is that, together, they comprise the five members of the UK boy band, One Direction.

A Brief Bio

Before they became the worldwide phenomena that they are today, each of the members auditioned as solo artists in the UK version of the X Factor. They proved to be missing just a bit more of what the judges were looking for, and they were cut from the second stage of the program. However, the judges and producers of the show decided that these boys would work well together in a group, and that is how they became One Direction. Their story has been captured and widely publicized from the very beginning.

The Customer Experience

The experience itself cannot be boiled down to the simple exchange of money for the physical CD in the store. Instead, the experience manifests itself much earlier and continues to a point beyond the purchase. For me, the experience began with a performance on a popular US TV show, Saturday Night Live, where the group were set to perform. It then sparked an immediate interest that included a few YouTube video performances and interviews by the group. These showed that they were not just an auto-tuned group designed to appeal to younger girls and out to take everyone’s money. The performances demonstrated a group that was fun to listen to, and the interviews made these young “lads” a fun and approachable new artist. This eventually led to a yearning desire to have their physical CD in my hands, so I made the decision to go to the store and buy it. I felt that I was not just satisfying my wants, but, in a way, helping them succeed as well. I remember popping the CD in my car and listening to the entire album before concluding that I absolutely loved this band.

Sense

Part of this experience appeals to more than one sense. Obviously, it appeals to the auditory sense as it is music. It enables the listener to go back to a youthful occasion. It has strong, power pop melodies to the music which typically appeals to the younger, female demographic. However, it also has the capability to transport the listener to a carefree state of mind- a place that is not inhibited by the worries of school, work, or social pressures. Aside from the auditory response, it also appeals to the sense of sight. These young guys are your prime example of “the boy next door.” They have a certain boyish quality to them that is “easy on the eyes.”

Feel

As a child, I grew up in a primarily Mexican household. I was never in tune with the American popular culture. Instead, I was brought up to watch Mexican soap operas with my parents and listen to traditional “conjunto” and “norteño” music. I remember talking to my friends in elementary and middle school and having absolutely no idea who the “Backstreet Boys” were or who“`NSync” was. Most of my friends had their posters in their rooms, concert tickets, and plenty more memorabilia with them at all times. It was an obsession that I was never a part of. Now, as a college student, I feel that I am finally living out those pop culture obsessions that are very present in the teenage mindset.

Relate

To say that this boy band has a huge fan base is an understatement. It is so easy to relate yourself with people of similar backgrounds that also enjoy their music. It is also interesting to see someone that you would otherwise have nothing in common with, however, One Direction is a commonality between the two. For me, I can sometimes feel very childish when I realize that more than half of their fan base has not even graduated from high school. Yet, when I find that some of my closest friends here in college share the same affinity, I feel that I can relate a lot of our same experiences.

Think and Act

As for these particular portions of the framework, there does not exist a clear example to illustrate these points. As much as can be said about the boy band, they do not exactly spark intellectual conversations or thoughts, nor do they clearly delineate physical, lifestyle interactions.

*excuse the “fan-girl” in this particular blog

Meet Celine

Celine is perhaps my favorite person on this planet. She can make almost anyone laugh with her witty remarks, spontaneity, and her go-getter attitude. She is someone that I have the upmost respect for because she has one of the most vibrant personalities that I know of, and to be honest, I have always been a little envious of her infectious charisma. She has never been the type to don a sort of “poker face”; rather she always wears her heart on her sleeve. Celine is: * about to turn 30 years old in a couple of months * a high school chemistry teacher * living at home with her parents * in a long-term relationship * Hispanic and my sister.

What does she think and feel?

The thing that matters most to Celine is feeling appreciated. She is a very generous person, and she never hesitates lending her family members money to help them when it’s needed. She doesn’t mind driving an extra 30 minutes out of her way to help a coworker move an appliance. She values her friendships highly and is always doing everything she can to maintain them. Oftentimes, her generosity can be a weakness, and she can be taken advantage of whether she recognizes it or not. One of her biggest worries comes from her job. She is in a constant battle to produce the appropriate test scores to satisfy the school districts expectations. As a bachelor’s degree holder, she aspires to obtain a higher level of education. Though she loves her job, she hopes to obtain a master’s degree soon.

What does she see?

Celine’s daily routine:

Celine wakes up every morning at 6:00am to get ready for work. This includes a surprisingly quick shower because she doesn’t pay much attention to her hair’s health. The time she saves there is immediately used to determine her outfit for the day given that she is definitely not the most organized person. This part of her routine can take as much as 30 minutes because some days, she feels “unattractive.” The final step is applying her makeup. She is very meticulous with her eye makeup because she feels that these are her best feature. She tends to stick to earthy tones because she feels these best complement her tan skin tone.

Celine gets to work close to 30 minutes before her first class. She uses this time to quickly assess her notes for the day and go over the lesson plans dictated by the science department each week. This section of the day comprises the majority of her environment and what her world revolves around. Teaching in a low income school, she is constantly faced with students that lack motivation and discipline. She is always struggling to find the right motivational tools for her students. Therefore, she is always scouring through different online teaching websites so that she can look for support and get helpful hints to inspire these students. She spends much of her time trying to express the difficult chemistry material in a manner that the students can understand, and she is constantly looking for fun and exciting ways to teach materials that some would consider boring. When trying to accomplish this task, Celine often spends a lot of her own money to obtain materials that will help illustrate certain science concepts. For Celine, spending her own money doesn’t bother her because she loves what she does. She loves getting through to students and seeing that expression change in student’s faces when they are able to grasp a difficult subject.

This is also the place where Celine has most of her friends – her colleagues. During passing and conference periods, Celine is able to keep up with the daily goings-on of her friends. She absolutely loves these parts of her day because she feels appreciated by her fellow teachers. Celine is able to bring a fun attitude to the table at times when it is needed. For Celine, feeling included and acknowledged for her good work is extremely important. Though she loves feeling accomplished all on her own, she also gets a rush from the acknowledgement of her supervisors.

At the end of the day, she will do one of two things, either visit her boyfriend in a neighboring town or go home with her parents. In typical Hispanic households, it is very common for the eldest female child to stay at home with the parents and care for them. Given that her both of her parents are in their sixties, she has taken on the primary responsibility of paying some of the bills of the house while one of her parents has retired.

What does she say and do?

Celine is an extrovert and gets much of her energy by surrounding herself with others. Whether at a restaurant ordering food with a waiter or standing in line at a grocery store checkout, Celine finds a way to spark a fun conversation. Though she will never admit it, you can catch Celine harmlessly flirting with those around her. It’s just ingrained in her nature. For Celine, the way she presents herself through her appearance is a big deal. She is a very trendy person who loves bargain shopping. Though she doesn’t have many expenses as she lives at home, she still loves to shop at sales. This may be due to the fact that she grew up in a working class family who didn’t experience many luxuries. The savings that Celine sees through her clothes and accessories quickly dissipate when she goes shoe shopping. This is the one area where Celine allows herself to spend more money. She can spend as much as 300 dollars for a pair of shoes.

What does she hear?

Her friends say that she is so much fun. They love to talk to her about their problems because she is so easy going. What they don’t know is that she is a horrible listener, yet she has a calming attitude that keeps her friends close. Her supervisors will, at times, say that she needs to distinguish herself more from her students. Though she is about to turn 30 in a few months, she has the spirit of a teenager and is always mistaken for a 19 year old. Aside from this request, her supervisors usually compliment her on her fresh ideas that she brings to the science department.

What are her pains and gains?

One of Celine’s biggest fears and frustrations is never marrying and forming a family. She is currently at a point in her life where most of her friends are married and have children. For Celine, it can sometimes feel like a race, and she is definitely behind. Celine has two nieces that she loves to spoil. Parenting comes natural for Celine, but she hasn’t been given the opportunity to create her own. Though she is in a long-term relationship at the moment, there has not been any discussion of marriage in the future. As mentioned earlier, another point of pain for Celine is her education level. She holds education in a high regard, yet she finds it difficult to fit a master’s program into her schedule. Taking a break from teaching would be the best solution to continue, but she loves it too much to do that just yet. Evening courses would prove to be too difficult for Celine to handle as she has a full time job, and the local University is an hour away. There just are not enough hours in the day for Celine to accomplish this goal of hers at the current moment. For Celine, the ultimate measure of success would include a master’s degree along with a family.