In this section, you’ll find the personas that define our audience on Dow.com. Each persona has a mapped-out journey that highlights the touchpoints they’ll interact with on our website.
Understanding these personas and their desired journeys helps us create intuitive and impactful experiences tailored to their specific needs.
Dive in to explore how we guide each user through their journeys:
The buyer persona centers around placing orders and managing transactions. They want to find a specific product or brand and learn about availability, sourcing, pricing, and delivery. Much of this is done with My Account features and on PDPs. They are often hoping to jump directly to a specific product and expedite their journey using search functionality.
Roles
- Purchasing Agent
- Procurement Leader
Sample Journeys
- Home Page > Sign In / Register > My Products > Track Sample/Purchase
- Home Page > Sign In / Register > Order Management
- Home Page > Support > Contact Us > Technical Inquiries, Product Sale Inquiries, Regulatory Inquiries, General Inquiries
- Search Bar/ Engine > Brand > PDP > Sign In / Register
- Search Bar/ Engine > PDP > My Account
The decision owner persona is tasked with making the final decision on signing off any major purchases. Generally, this means their activities are further down the funnel or typical Dow.com journey as they review the information supplied to them by the other personas such as Specifier or Influencer. However, they may also take other journeys themselves to help qualify their final decision such as accessing information on Dow corporate to help inform them if Dow is the right partner for them.
Roles
- President
- General Manager
- Product Manager
- Director
- VP
Decision Owners can also include C-suite Executives.
Sample Journeys
- Home Page > Brand pages, Application pages (Case Study content)
- Home Page > Sign In / Register > Access Products & Resources
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Home Page > Support > Product & Technical, Health & Safety, Regulatory
Dow Corporate > About Dow
The distributor persona tends to carry out activity further down the funnel. Generally, they will come to Dow.com to either register or access their existing account/profile. They will carry out activities such as accessing price lists, technical support information, tracking their sample requests, as well as managing leads and opportunities. They are less concerned with accessing content on taxonomy pages.
Roles
- Seller
- Sales Manager
- Buyer
- Technical Consultants (tech support / application expertise)
- Executive Manager
Sample Journeys
- Home Page > Search Bar > Product Catalog Results > PDP > Pricing/Sample Request, Technical Documentation Download, etc.
- Home Page > Sign In / Register > My Account
The influencer persona provides expert consultation on emerging problems, opportunities, and industry trends. They offer valuable insights and opinions that help shape broader discussions, playing a crucial role in identifying specific opportunities within a customer’s project. By leveraging resources on Dow.com they enhance their expertise, providing expert advice to support the specifier’s queries.
Roles
- Consultant
- Marketer
- Research
- Designer
- Compliance
- Architects
- Advisor
- Trendsetters
- Brand Owner
- Regulator
- Downstream Value Chain
Sample Journeys
- Home Page > Market > Submarket > Application
- Home Page > Market > Submarket > Brand
- Home Page > Market/Other Page > Microsite
- Home Page > Product Technology > Brand
- Home Page > Product Technology > Product Group
- Home Page > Sustainability > Sustainability page > Search > PDPs
The specifier persona identifies materials suitable for their specific use. Most of the information they are looking for is found on PDPs, with different journeys guiding them to the applicable product options. They leverage product comparison tools, selection guides, technical data sheets, and formulations integrating these insights into their material selection process. They order samples and eventually advise the buyer on which products to purchase.
Roles
- Electrical Engineer
- Architect
- Building Engineer
- Formulating Chemist
- Chemical Engineer
- Designer
- Research Scientist/Chemist
- Downstream Value Chain
Sample Journeys
New Visitor
- Home Page > Market > Product Group > PDP > Contact Us
- Home Page > Market > Submarket > Application > Search/Product Results > PDP > Contact Us
- Home Page > Market > Submarket > Brand > PDP > Contact Us
- Home Page > Product Technology > Brand > PDP > Contact Us
- Home Page > Product Technology > Product Group > PDP > Contact Us
- Home Page > Search Results > Product Comparison > PDP > Contact Us
- Home Page > Sustainability > Sustainability page > Search > PDPs > Contact Us
- Microsite > Brand > PDP
- Microsite > Market > Submarket > Application > PDP
- Microsite > Product Technology > Product Group > PDP
Return Visitor
- Home Page > Market > Submarket > Application > Search/Product Results > PDP
- Home Page > Market > Submarket > Brand > PDP
- Home Page > Product Technology > Product Group > PDP
- Home Page > Support > Technical Inquiries, Product Sale Inquiries, Regulatory Inquiries, General Inquiries
- Home Page > Sustainability > Sustainability page > Search/Product Results > PDPs
The user persona directly interacts with the purchased product. As part of their responsibilities they will track sample requests, address any complaints that may arise, track the progress of their purchase order, access PDPs, download technical guides, and safety information using SDS finder. They will have less reason to access Dow.com taxonomy pages as the information gathering phase will largely be carried out by other personas earlier in the funnel.
Roles
- Warehouse
- Plant Operator
- Builder
- Quality Engineer
- Supply Chain Individuals
Sample Journeys
- Home Page > Sign In / Register > My Products > Track Sample/Purchase
- Home Page > Support > Contact Us > Technical Inquiries, Product Sale Inquiries, Regulatory Inquiries, General Inquiries
- Search Bar/ Engine > PDP > My Account