Personas
After analyzing the interviews I created two different personas. These personas highlight some of the biggest takeaways from the interviews. For example, a lot of Oliver Farms' older customer's only use Facebook and see it as a place to build community with people they know rather than get interrupted with ads that are just selling to them and weirdly relate to the product they talked about five minutes ago.
Design Tenets
Customers already expect a weekly menu and crave consistency. Creating consistency inside and across each platform as well as post types and a schedule will help satisfy this desire.
Oliver Farms' customers span a wide age range and behave online in different ways. Meeting different customer groups on different platforms and with different types of digestible content is crucial.
Users want to know what is going on at the farm on the daily and see what is currently being offered. They want to feel valuable
The farm has a lot to offer and a lot of things that make it special. Users want to be entertained and informed via stories of endeavors on the farm. They want a look into the process of how things go from farm to table.
These interviews also lead to the design tenets I plan to incorporate into my digital strategy. The first one, be consistent, refers to creating a consistent brand across all platforms and posting regularly. This will help to keep the brand recognizable and keep our audiences' expectations satisfied. I also believe that with our large audience we need to be widely available in order to meet them where they’re at. Implementing a “keep me in the loop” and “teach me” mindset will help us to connect with our audience on a deeper level and build trusting, engaging relationships. Keeping our audience in the loop regarding what is currently going on at the farm and showing what is currently being offered and teaching them about the farm and what makes it special will help them feel valuable, entertained, and informed.