The Art of It - Episode 2 - Crypto NFT's & Tidal

MSTQ founder and principal product designer Yazin Akkawi discusses why he has moved away from demographics and toward a five-factor OCEAN model to build more accurate and useful buyer personas, and how user-centric design can enhance the entire customer journey.

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Full Transcript:
Announcer: You’re listening to The Kula Ring, a podcast made for manufacturing marketers. Here are Carman Pirie and Jeff White.

Jeff White: Welcome to The Kula Ring, a podcast for manufacturing marketers, brought to you by Kula Partners, an agency made for manufacturers. My name is Jeff White, and I’m the co-founder of Kula Partners. Joining me today is Carman Pirie. Carman, how are you doing today, sir?

Carman Pirie: I am doing well, sir. And you?

Jeff White: I’m doing great. Yeah. No, it’s-

Office Picture from @unsplash

Reimagining the Brand

Carman Pirie: Nice. Okay. I think today’s show is… I hesitate to say this to our listeners, because maybe they’ll all stop listening, but I think it’s gonna be kind of a good episode for marketing geeks, you know? Like the kind of people that think maybe a little too hard about this stuff sometimes, then it might be just about right.

Jeff White: Yeah. Yeah. For sure. I know I’ve been nerding out about it just to get to speak about user interface, and UX, and things like that on the podcast, for sure.

Carman Pirie: Yeah, so folks, what we’re hoping to chat about today is really, I guess it kind of all starts with the notion of as marketers, who do we create, who are we creating for? And today’s guest brings a kind of an interesting insight from the… based upon the work that he does, I think just challenges how we think about who we’re marketing to, who we’re building for.

Jeff White: Absolutely.

Carman Pirie: So, why don’t you introduce our guest?

Jeff White: Absolutely, so joining us today is Yazin Akkawi of MSTQ, and Yazin is the founder and principal product designer there, and we first met at the MAPI ManufacturED Summit, and got to talking about some of the things that he was doing, and he spoke there, and found it really interesting. Anyway, welcome to The Kula Ring, Yazin.

Yazin Akkawi: Thanks for having me guys.

Carman Pirie: Yazin, it’s a pleasure to be chatting, and yeah, I’m excited to kick this around a little bit, see where we get. So, let’s just start by understanding a bit more about the work that you do at MSTQ, the types of clients that you work with, and kind of the area of focus.

MSTQ founder and principal product designer Yazin Akkawi discusses why he has moved away from demographics and toward a five-factor OCEAN model to build more accurate and useful buyer personas, and how user-centric design can enhance the entire customer journey.

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