User personas – B2B – Established Co.

User profile
1. Ankit Shah aged 55 years
2. Head of Design- BMW AG
3. He lives in Berlin

Behaviour
1. Creative
2. Team Player
3. Extremely busy at work
4. Extremely organized

What Dropbox product user has?
Enterprise Business Plan (Advanced)

Devices using
Smartphone (iOS), Tablet (iOS), Laptop (Windows)

Tech savvy-ness
Familiar with technology but struggles with complicated applications

Problem User is facing:
1.Collaborating with team & accessing documents while traveling
2. Difficulty sharing design templates and documents across devices and different OS
3. Keeping track of multiple documents across multiple Channels 4. Space constraint for heavy files

What are the use cases of user for Dropbox?
1. Uses Dropbox to work collaboratively with his team across various locations
2. Stores media such as photos, design blueprint, documents
3. Auto saving of important project files
4. Storing of heavy files and keeping his physical devices free
4.Document Watermarking

User Personas – B2B – Startup Co.

User Profile
1. Rohini aged 25 years
2. She is a Sr. Developer at Perfios
3. She lives in Bangalore.

Behaviour
1. Logical
2. Team Player
3. Flustered when too many tasks
4. Task Oriented

What Dropbox product user has?
1. Enterprise Business Plan (Standard)
2. eSignature API (HelloSign)

Devices using
Smartphone (Android), Laptop (Linux)

Tech savvy-ness
Well versed with Technology

Problems User is facing:
1. Inability to stay organised with increasing workload
2. Co-ordination with team, clients and vendors
3. Data theft, security of confidential information

What influenced user to use Dropbox?
1. Uses Dropbox to share meeting notes & spreadsheets with her Team
2. Automatic Backup of computer data
3. Integrates Dropbox Business API in their product (particularly E-signing feature)
4. Integration and implementation requires few lines of codes

User personas – B2C – Student

User profile
1. Asmita aged 19 years living in hostel
2. Her coursework requires her to study in groups
3. She has a smartphone and a laptop but she prefers to use library desktop

Finances
She gets a monthly allowance of Rs.5000.By the month, her allowance is used up

What influenced user to use Dropbox?
Asmita choose Dropbox basic as her group mates and friends are using the same.
She also heard that Dropbox is relatively safer than Google drive

Tech savvy-ness and brand affinity
Asmita is fairly comfortable using online tools.
She has medium brand affinity based on friends’ reviews

Problems user is facing
1. When she does her group projects, it becomes quite chaotic as how to share the material.
2. When is trying to focus on studies by using library desktop, she still needs to carry her laptop as larger files cannot be sent via email

Solution user may prefer
A way to synchronize the data irrespective any device by using cloud storage. Asmita prefers to have a folder system which will help her separate her personal vs coursework files.
The option should preferably be free of cost so that Asmita does not need to reduce her transport and food allowance.

User Personas – B2C – Family

User profile
1. A nuclear family living in Mumbai suburbs.
2. The family has a 10years old kid and new born baby boy
3. The family is connected other relatives via WhatsApp group and they usually meet them during festival
4. Mr. Sharma is a bit paranoid regarding online security given the recent news articles

Problems user is facing
1. When she does her group projects, it becomes quite chaotic as how to share the material.
2. When is trying to focus on studies by using library desktop, she still needs to carry her laptop as larger files cannot be sent via email

What influenced user to use Dropbox?
Sharmas choose Dropbox Family as Mr.Sharma’s company is using the same and is more comfortable given the security protocols

Mr.Sharma is quite concerned with regards to security the online storage provides.

Solution user may prefer
A way to synchronize the data irrespective any device by using cloud storage. Sharmas prefers to have a folder system which will help them separate their personal vs kids/family pictures with restricted access.

Sharmas willing to pay money in order to have dedicated storage online with tight security

Tech savvy-ness and brand affinity
Sharmas are comfortable using the cloud storage. Their 10 year old watches youtube videos and has learnt few tricks as well.

Based on Mr.Sharma’s research, he has high brand loyalty to Dropbox

Finances
Father, Mr. Sharma earns around 1L per month. Mrs. Sharma earns 1.2L per month but currently she is on Maternity Leave.

User personas – B2C – UX freelancer

User profile
1. Ankita is a freelancer for UX/UI designs.
2. Clients reaches out to her via social and networking platforms like Linkedin, Instagram, etc.
3. She takes on between 1-2 projects based on her bandwidth.

Finances
Anikta earns between 1-2 Lac per month depending the amount of hours she spent on the projects.

What influenced user to use Dropbox?
Ankita uses Dropbox Plus, Onedrive, Googledrive based on what complies with the clients

Problems user is facing
Her project deliverables are huge in size. Sometimes she visit’s the client’s office to transfer the files but at times due to time crunch or not being in same city, Ankita has to travel and then share the deliverables to comply with company’s legal and regulatory policies’

Solution user may prefer
Ankita would prefer a cloud storage and sharing option that has strong regulatory policies that can comply with the client’s policies

Ankita is comfortable paying more bucks to get a secured cloud storage to calm her client’s legal department

Tech savvy-ness and brand affinity
Ankita works on software UX design and is very much comfortable with cloud storage.

Ankita has low brand loyalty as she changes her cloud storage based on client preference

Interview script for B2B

Hi My name is ……… I’m a PM working @Dropbox. We have launched new products and wanted to ask few questions to help strengthen our product offerings to our users. For the same, we are conducting few user interviews from our regular enterprise users to understand the usability score and to identify any opportunity. The interview could last 30-45 mins. Shall we begin?

  1. What domain of business you are in and how many employees are employed currently?

  2. How long has the company been in business?

  3. What influenced the company decision to take up cloud storage?

  4. How is the cloud storage strategically aligned with the business goal?

  5. How do employees collaborate while working on projects?

  6. would the cloud storage be applicable across all business units or there is a particular team in questions?

  7. How did the team realize that the teams(s) needed to move to cloud storage?

  8. What solutions did you try?

  9. Why did those solutions fall short?

  10. How did those problems impact your business?

  11. How would define the success metrics for cloud storage implementation?

  12. How would the business/teams use the cloud storage?

  13. What process did you go through to make a purchase?

  14. Who was involved in the purchase decision?

  15. What are 2-3 reasons your company might recommend our solution/company? Why?

Interview script for B2C

Hi My name is ……… I’m a PM working @Dropbox. We have launched new products and wanted to ask few questions to help strengthen our product offerings to our users. For the same, we are conducting few user interviews from our regular users to understand the usability score and to identify any opportunity. The interview could last 30-45 mins. Shall we begin?

  1. What do you do for a living?

  2. How much do save in a month?

  3. How do you spend your day?

  4. Do you use any non-cloud storage device?

  5. Do you use online cloud storage facility?

  6. How did you come to know about the cloud storage?

  7. What do you look for in a cloud storage and how would rate them in order of preference?

  8. WHat are the different cases in which you prefer cloud storage over any non cloud storage?

  9. There are multiple players in the market, which product do you prefer and why?

  10. If you use one product, then why?

  11. If you use multiple product, then why?

  12. Is security a concern for you ?if Yes, then what product would you prefer?

  13. Under what circumstances, would you prefer taking paid services?

  14. when you prefer a paid cloud storage service against choosing an offline hard disk?

  15. Does the new product satisfy all the needs for file sharing and syncing?

  16. Any feature that would help in your day-to-day work?

When Shrey interviewed Sayan to evaluate and categorize into a user persona

Hi My name is Shrey. I’m a PM working @Dropbox. We have launched new products and wanted to ask few questions to help strengthen our product offerings to our users. For the same, we are conducting few user interviews from our regular users to understand the usability score and to identify any opportunity. The interview could last 30-45 mins. Shall we begin?

  1. What do you do for a living?
    Working as Senior Product Manager for the Digital lending division of Tata Capital

  2. How much do save in a month?
    Let’s let that be.

  3. How do you spend your day?
    Start my day with workout, reading the newspaper. Attend meetings and complete office work till 7pm. Followed by watching movies or reading a book in the evening.

  4. Do you use any non-cloud storage device?
    Use hard-disks, pen drives, laptop/mobile phone memory

  5. Do you use online cloud storage facility?
    Google Drive & Google Photos

  6. How did you come to know about the cloud storage?
    Came integrated with Android

  7. What do you look for in a cloud storage and how would rate them in order of preference?
    1. Security
    2. Ease of usage across various OS
    3. Storage space

  8. What are the different cases in which you prefer cloud storage over any non cloud storage?
    1. Heavy files which eat into my phone/laptop memory
    2. Files which has to be backed up and is not lost with the device (Photos, Videos)
    3. Files which i need to refer to while traveling

  9. There are multiple players in the market, which product do you prefer and why?
    Google Drive since it has a seamless experience across all my google accounts on all devices and I like the whole google ecosystem.

  10. If you use one product, then why?
    Like to keep my files and documents in one place.

  11. Is security a concern for you? If Yes, then what product would you prefer?
    Yes, I think Google Drive is pretty secured.

  12. Under what circumstances, would you prefer taking paid services?
    If I need to buy more storage space.

  13. Will you prefer a paid cloud storage service against choosing an offline hard disk?
    For sure.

  14. Does the new product satisfy all the needs for file sharing and syncing?
    Yes.

  15. Any feature that would help in your day-to-day work?
    E-signature

    He falls into First User Persona – B2B. Ankit Shah.

Disclaimer: This case study is based on the time when Dropbox must have have just started off. Kindly view it in that light. However, your suggestions are most welcome. Thanks!