User Personas & Value Proposition

Task

Austrian Federal Theatres is Austria’s largest theatre organisation. Burgtheater, Wiener Staatsoper, and Volksoper Wien belong to Bundestheater-Holding, 100%-owned by the Republic of Austria. The enforced standstill during the pandemic put the arts and culture industry in unprecedented challenges, which led to an accelerated digital transformation. Along with this came the need for a better understanding of the wants and pains of existing and potential future customers in the ticket purchasing process, which is now more important than ever. Thus, the task at hand was to put the customers “on stage” and establish this above-mentioned awareness of general customer needs as well as preferences regarding digitalized ticketing systems.

Approach

viable conducted several interviews with stakeholders and used these insights to establish hypotheses on existing and potentially new customers during joint workshops. These hypotheses were further utilized to develop interview guidelines, tailored to different customer groups. While conducting these customer interviews, valuable insights on their motivations, needs and preferences were collected. In the following, this multitude of information was condensed and used to develop detailed User Personas, Customer Journeys as well as Value Propositions. Ultimately, these findings laid the ground for an ideation session to compile functionalities for a new ticketing system.

Outcome

The established User Personas serve as a reliable and realistic representation of key audience segments. While these User Personas do not only facilitate empathizing with different customer segments and are also useful when creating new processes or functionalities (e.g. in ticketing systems), the provided Value Propositions share even deeper, often directly useable insights. Specifically identified pains, gains and customer jobs for each User Persona allowed us to propose suitable functionalities or features through an ideation process. Thus, providing a clear understanding of different customer groups as well as potentially useable functionalities of future ticketing systems were established.