"While those questions matter, the secret sauce is understanding the context behind a person's interaction with your brand at a given moment. A frequent traveler might visit an airline's website one day to research a family vacation. The next time they see, they might be booking a flight for work. Their attitudinal profile hasn't changed, but what their context - and therefore what they want from you - has."
"In a retail example, a business might focus on a customer trying to return an online purchase in-store, mapping out two paths - one before the brand's return window has technically closed and another after the return window has closed. Regardless of segment, the intended result is the same because the context is the same. In both scenarios, you want to think about how each of your behavioral segments would react and what information they'd need to feel comfortable moving forward."
Personalization succeeds when behavioral segments are combined with the user's immediate context to produce relevant responses. Scenarios define specific situations, goals, and likely next steps, mapping deterministic decision points and pathways. Scenario-based design enables brands to tailor experiences for identical segments in different contexts, such as a traveler researching vacation versus booking business travel. Retail scenarios map branches like in- or out-of-window returns and design frictionless paths to the intended result. Each scenario branch can require new processes, content, channels, or tools. Those operational requirements are mapped, documented, and integrated into delivery workflows.
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