A persona is a great tool to test ideas or user interfaces. But it is a bad tool to create new ideas or design user interfaces. In practice, I even find that it is much nicer to leave personas for what they are and involve real users. And I promise you that real users will surprise you with the bottlenecks they encounter and react a lot more independently than the invented personas.
d utility' can be described as an extra service that is linked to a product or brand. A service that offers the user added value and makes life easier. The added value that the utility offers must be so great that a customer feels more connected to your product or brand than to any competitor. And that is exactly what ultimately contributes directly or indirectly to sales.
To offer such added value, a branded utility must meet a number of conditions:
Show thermostat appIt must be usable on a turkey phone data daily basis
It must meet the needs of your customers
It has to be personal
You should miss the utility if you stop using it.
A good example is the Toon thermostat from Eneco. This allows you to control the temperature of your home remotely and gives you insight into the current energy consumption everywhere.
What is the difference with a branded app?
A branded utility is often used in the form of an app. However, not all branded apps that are offered are a form of branded utility. The difference with a branded app is that a branded utility adds value based on the function of the product or service. A branded app focuses only on engagement with the brand. For example, think of a game that strengthens the brand. The Star Player game offers continuous exposure of the Heineken brand to players of the game during Champions League football matches.
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