Persona based strategy canvas for online brands: using Global MBA’s homepage as a context for exploration
Date Issued
2008
Date
2008
Author(s)
Kao, Hao Chang
Abstract
The recent rebranding of the Global MBA program is set against a potentially beaming and harsh environment of globalization where MBA brand sites are shown to have a significant influence on overseas applicants by the Graduate Management Admission Council (GMAC). The thesis uses the design research guidelines to explore and develop a tool to communicate and compare online branding efforts from a stakeholder centric viewpoint. Personas are usually fictional devices created to represent a group of users, here, they represent individual stakeholders. Instead of comparing entire websites, strategy canvas, an artifact derived from "Blue Ocean Strategy"? allows stakeholders to document their comparisons of sample homepages. The resulting strategy canvas based on the relevant traits of the stakeholder offers insights into the behavior and motivations of those stakeholders at the proposal stage of the potential web redevelopment project.
Subjects
Branding
strategy
Rebranding
Homepage
Website development
Persona
Strategy canvas
Blue Ocean Strategy
Proposals
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