Proposal · RFP v2.1
3. Audiences and growth domains
Chrysal Website 2027 · Extended draft · 19 October 2026
RFP-hoofdstuk 03
Target audiences and growth
A logical consequence of the strategic session and the measurement plan: for each target audience and persona, we make clear what they are looking for, which KPIs track them and what that means for the design. Growers, bouquet makers and retailers are central; new domains grow within the same foundation.
Our response & approach
In brief
From strategy and measurement plan to persona and design.
Target groups and growth are the logical follow-up to the strategic session and the measurement plan. We bring the measurement plan to life by translating it further for each target group and persona. This way, all previous steps contribute to one clear picture of whom we serve and how the design helps them.
From strategy to persona
We translate the choices from the strategic session — priority markets, target groups and the role of the website — into personas for growers, bouquet makers and retailers. For each persona, we describe the practical situation, the main questions and the moment when Chrysal adds value. We use Chrysal’s existing knowledge and the analytics as a basis, not a generic profile.
Bringing the measurement plan to life for each persona
We make the measurement plan from chapter 2 personal. For each persona, we record which KPIs and targets apply to them, which events in Google Analytics show their progress and which conversion fits their stage. We measure a grower researching a treatment differently from a retailer downloading material.
Content and findability for each persona
From the SEO/GEO content calendar, we extract the questions and topics for each persona that lead them to Chrysal, including through AI answers. The channel advice shows which cross-media channels they arrive through. This way, we know which content is needed in which place for each persona.
The translation into design
Everything comes together in a design brief for each persona: the entry point from search or a channel, the core content and the evidence, the calls-to-action and conversion points, and the interactions to be measured. That brief guides navigation, page structure, imagery and functional animation. Each design choice can thus be traced back to a goal, a customer journey and a measurable action.
Because the structure is shared, new domains such as potted plants or fruit can later be added as a new persona and route, without redesigning the foundation.
Priority target groups and routes
We adopt the priority from the RFP: growers, bouquet makers and retailers are central. Wholesalers, florists and other relevant professional partners are given recognisable routes. Consumers, potential employees, media and corporate stakeholders can find their information without displacing the main professional routes. This ranking determines the focus in research and design; it does not automatically become the main navigation.
The same words, different needs
The challenge is that different visitors use the same words with a different intention. ‘Flower care’ can mean a bouquet at home to a consumer and a process in the chain to a bouquet maker. We therefore combine navigation based on content and need with filters and context for audience, application and region. A visitor does not first have to complete an extensive profile to be able to view content.
Growth domains in one model
New domains are incorporated into a shared data model. A solution is given attributes for domain, audience, challenge, application and market, for example. Potted plants and selected fruit applications can thus have their own content, experts and evidence, while using the same technical building blocks. New domains only become publicly visible when sufficient approved content and a clear proposition are available.
Target group matrix and market priorities
We deliver an audience matrix, priorities per market and a proposal for introducing growth domains. For example: a retailer finds an overview of relevant challenges concerning quality and presentation. A florist can go directly to product information or care knowledge. Both can arrive at the same approved knowledge source, with a different related solution or next step. This keeps the experience relevant and management clear.
Five interconnected components of every customer journey
We jointly document these components for each included target audience. The elaboration of the six RFP journeys and the prototype validation remain within the agreements for the selected scenario.
- 01SEO & GEO
- Search intent, questions, themes and the reliable answers required. We connect relevant pages and expertise; visibility in search engines or AI is not guaranteed.
- 02KPIs & measurement plan
- The purpose of the journey, appropriate success indicators and measurable events. For example, we distinguish between information use, interaction with evidence and a relevant enquiry.
- 03Website-touchpoints
- Entry page, orientation, deeper exploration, evidence, download and contact. At each step, we make the connections and any friction visible.
- 04Content & evidence
- Which explanation, application, documentation, case study or research source is needed; who supplies the content and who validates claims and currency.
- 05Translation into design
- The required information hierarchy, components, imagery, interactions and next steps. The customer journey guides the design, not the other way around.
Target audience interviews: additional option
We assume the existing audience knowledge at Chrysal. Additional audience interviews are not included and are only used after separate consultation. The user tasks and prototype validation already described are a different component and remain unchanged.
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