Engagement Goals
Creating a more engaging online experience that encourages users to visit the site more often, create content, and share content with others.
Facilitating desired user actions that connect key user activities to PlayStation business goals.
Targeting relevant messages to different types of users based on their needs and PlayStation priorities.
Audience & Messaging
Profile Criteria
Consumer research established behavior patterns that were used to identify five distinct PlayStation user profiles. Based on the research, a simplified set of criteria were created to identify PlayStation users moving forward.
Seeker
Are not or do not know if they are a PSN member.
Explorer
Are a PSN member and login less than once a week. Don't visit blogs/forums more than daily.
Believer
Are a PSN member and login at least once a week. Don't visit blogs/forums daily. Compare trophies at least once a month.
Enthusiast
Are a PSN member and login at least once a week. Visit blogs/forums at least daily. Post to the blogs/forums weekly. Compare trophies at least several times a month.
Evangelist
Are a PSN member and login at least once a week. Visit blogs/forums at least daily. Post to the blogs/forums daily. Compare trophies at least once a week. Have generated a Portable ID.
Messaging Criteria
Content and messaging on PlayStation needs to support the engagement goals for the PlayStation user profiles.
Educate
Teach users about PlayStation products and services to generate purchase interest and position the site as a helpful resource.
Support
Help users understand how to use their PlayStation products and services with timely, relevant content.
Engage
Connect users to the PlayStation brand and the online community to extend and enhance their gaming experience.
Personas
Seeker
Who They Are
- Low engagement PlayStation users
- New console owners or purchase intenders
- Interested in hardware and games
- Not PSN members
What They Need
- Information about hardware features and benefits
- Direction about where and who to buy PlayStation consoles and games
- Details on new and upcoming game releases
- Game trailers
Explorer
Who They Are
- PlayStation console owners
- Low site visitation frequency
- Average of 1-5- friends in their PSN friends list
- Motivated by trophies/achievements
What They Need
- Official PlayStation support content
- Encouragement to learn new ways to use their console
- Details on new and upcoming game releases
- Information about downloading from the PlayStation Store
- Game trailers
Believer
Who They Are
- PS3 owners who are more likely to own multiple consoles
- Average of 6-20 friends in their PSN friends list
- Visit the PlayStation website on a weekly basis
- Get advice and learn from others in PlayStation blog and forums
- Connect with friends through PSN
What They Need
- Details on new and upcoming game releases
- Latest updates on trophies earned
- Ways to connect with friends on PlayStation Network
- Support content from PlayStation and the community
Enthusiast
Who They Are
- PS3 owners who are more likely to own multiple consoles
- More likely to visit the site at least once per day
- Post to the forums on a weekly basis
- Daily trophy comparison
What They Need
- Details on new and upcoming game releases
- Timely updates around PSN, games, and hardware
- Highlights about friends' PSN activity
- Easy way to share PlayStation content online
- Incentives for creating content online
Evangelist
Who They Are
- Own multiple consoles, including PS3
- Highly engaged online users
- More likely to visit the site several times a day
- Regular content creation through ratings, reviews and posts
- Use and share PSN features on a daily basis
What They Need
- Details on new and upcoming game releases
- Timely PSN, game and hardware updates
- Highlights about reviews and forum posts from friends
- Rewards and acknowledgement for content creation
