global
communications

buyer journeys & customer personas

8x8
Buyer Journeys, Personas

Customer Insights for Global Cloud Communications

gotomedia partnered with 8x8 to conduct UX research in multiple phases to better understand their customer segments and provide insights to reimagine their website and digital workflow. The research outcome helped 8x8 understand their core segments’ decision making processes, motivations and triggers for buying or switching communication solution providers.

Uncovering Key Insights interviews

gotomedia conducted a series of both stakeholder and user interviews that formed the backbone of the journey maps, content analysis, and personas that followed. Stakeholder interviews helped define key business priorities and goals, while user interviews gathered insights into the purchase process.

15 Stakeholder Interviews
34 User Interviews

Capturing Motion and Time interactive journey maps

Interactive Maps

Each interactive journey map provided an easy-to-reference overview of the key points of activity throughout the customer lifecycle. They identified both the persona’s role within the larger customer team and what type of assistance the persona desired throughout company engagement and key touchpoints.

Dissecting content content analysis

As part of the research, gotomedia explored the types of content that were of primary importance to prospective customers for completing their understanding of the product and company in order to facilitate customer engagement & acquisition.

Content Rating by Segment
Content Type Distribution

Indentifying Key User Types personas

gotomedia provided 8x8 with 12 research-based personas for key customer types within each of the four segments. The personas served as an easy-to-reference snapshot of customer needs, behaviors and motivations.

12 Personas
4 Project Type & Customer Need Segments
Two overlapping screenshots show both a breakdown of the defining aspects of the four persona segments used in the project as well as where each persona lands in those segments.

persona segmentation

Segmentation is the practice of dividing all customer types into groups based on a defining, shared characteristic in order to make them more manageable & meaningful. For 8x8, persona segmentation was restructured from Company Size to Project Type in order to gain a more granular understanding of specific customer needs and the ability to accurately service them. 

persona components

Research backed and behavior based personas provide clarity around the target audience for design, messaging and support. The components of the persona offer deeper insights.

Two overlapping screenshots show both the broad timeline of account egagement through the purchase pathflow as well as a detailed info box around the various factors that influence a single moment on that flow.

account maturation timeline

An understanding of the combined activities and content needs of all personas provided an opportunity to model insights into where the company is within the larger process.

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