Dickies Digital Personas
[PROJECT]
Dickies needed to understand who comes to their website and how they could make better use of their site data.
I lead a project team to develop personas based on behavioral analytics, enriched with quantitative survey attitudes, and integrated a solution into Google 360 for direct creative testing.
[OBJECTIVE]
In order to drive a stronger relationship with users, Dickies must develop a deeper understanding of who is visiting their website.
What’s unique about this project is the integration of Google Analytics data to determine what users actually do.
[WORK]
Project leadership
Leading a team of myself, a data scientist, and a segmentation researcher, I designed research that integrated Google Analytics behavioral data with attitudinal data from a survey.
Information architecture
I created a classification scheme based on the Dickies site map in order to interpret clickstream analytics. This helped differentiate browsing, searching, and buying for different product categories, making our analysis smarter and more meaningful for the product design team.
Collaborative analysis
Partnering with a segmentation researcher, I analyzed survey data to understand who these users are and what they need from Dickies, bringing the personas to life.
Actionable insights
I worked with Dickies’ analytics team to integrate seed data back into Google Analytics to set the stage for future site personalization.
[IMPACT]
Innovation Award
I was recognized with an innovation award for integrating digital analytics data into an established segmentation research approach.
Dickies socialized the personas with marketing and design teams and established a personalization pilot program.
Data Governance Challenges
Using new types of data presented a challenge for our client’s internal organization, particularly in light of new privacy regulations.
We helped the client get legal approval to use first party and survey data for our research.