Persona Case Study: California Closets
Understanding customer mindsets at their “tipping point” moments
The Problem
California Closets, an long-established and beloved custom closetry and home organization brand, has a passionate customer base of homeowners who hire the company again and again. But the company wanted to deepen its understanding of the new customer mindset, especially at the earliest stages of their customer journey. What were the tipping point moments and related emotions that spark a customer’s first call to the company? And how can California Closets best find, reach, and serve them?
The Program
We first performed desk research on consumer trends, then held interviews those who are on the front lines with customers: designers and customer service liaisons. We then conducted a “hypothesis workshop” based on current customer behavior and consumer trends. That led to our survey of hundreds of customers nationwide. Our analysis of all resulted in three psychographic personas, as well as a slate of “up and coming” future customers for the brand to consider.
“I showed the three psychographic profiles to one of our designers and she immediately ‘got it’. She told me she recognized them, could name customers who align with them, and that they are ‘spot on’.”
— Samara Toole, Chief Marketing Officer, California Closets
The results:
Our psychographic profiles for California Closets help the brand:
Perform more efficient, intentional, and creative marketing.
Develop purposeful content that aligns with audience needs.
Ensure that brand messaging effectively connects with those it intends to reach.
Develop and evolve brand offerings (product design) and positioning (communication design) toward true customer-centricity.
