Gruner + Jahr. Brigitte Persona Development

The Brigitte.de portal is targeted at women from all social classes between the ages of 20 and 60. Social network offers are the basis for the increase in interaction between women in the younger end of the target group. The goal is to create a balance within the Brigitte brand landscape and between an easy and inviting portal and progressive Web 2.0 functionalities for optimal exchange, discussion and dialogue.

Observe & Ask Questions
The Insight & Strategy Team at Neue Digitale / Razorfish identified user needs and satisfaction according to quantitative website statistics, Brigitte.de user surveys and detailed click path analysis. They compared user expectations with how users felt their needs were being met on the actual Brigitte.de website.

Compare & Consolidate
Insight & Strategy developed topic clusters and criteria to describe, compute and analyze the target group segments. And then they consolidated the resulting assumptions with significant characteristics from the Lifestyle Milieus (Sinus/SIGMA).

Simulate & Define
Neue Digitale / Razorfish developed four user types in preparation for the more detailed online scenarios. The four personas were surfers, egoists, social networkers and connectors. This gave them a critical psychographic picture of the user groups and the development of relevant page content and features.  

Four specific personas representative of four different web personality and behavior types.  The focus is on personal attitudes and authentic desires instead of just demographics.  Four detailed, tangible and valid user types simulate real women with individual interests, lifestyles and digital needs.  It is a helpful tool for the development of the new portal and content structure. The expertise of information architects plays a role in making a relaxing web environment and an optimal brand user experience.