Air New Zealand Cargo knew they needed to understand their B2B customers better, but their customer knowledge was scattered across different departments and individual experiences. We helped them create comprehensive customer personas that transformed abstract customer data into tangible insights that every team member could use to make better decisions.

The Challenge

Air New Zealand Cargo's team was making decisions about customer experience and service delivery without a unified understanding of who their customers really were. Different departments had different perspectives on customer needs, priorities, and pain points.

They needed a way to consolidate their customer knowledge into something practical that could guide decision-making across the organisation. The challenge wasn't just about research. It was about creating artefacts that would actually be used and referred to in day-to-day operations.

How We Approached It

We conducted comprehensive customer research to understand the different types of businesses and individuals that rely on Air New Zealand Cargo's services. Rather than creating digital personas that would live in forgotten folders, we designed high-fidelity physical artefacts that could become part of the office environment.

We developed detailed customer personas including Business Managers and General International Freight Forwarders (GIFF), capturing not just demographics but real motivations, frustrations, goals, career opportunities, communication preferences, and Air NZ touch points.

What Made It Special

Most customer personas end up as PDFs that nobody looks at after the initial presentation. We created beautiful, poster-sized artefacts designed to be displayed prominently in the office. These weren't just decorative. They were practical tools that staff could reference during meetings, planning sessions, and everyday decision-making.

Each persona told a complete story about real customer archetypes, making it easy for staff to ask "What would Rosie the Line Operator need in this situation?" rather than making assumptions.

The Reality

We delivered comprehensive B2B customer personas that transformed how Air New Zealand Cargo thinks about their customers:

High-fidelity persona artefacts designed as office posters for daily reference 

Detailed customer insights covering goals, frustrations, and communication preferences

Practical decision-making tools that inspire staff to consider customer perspectives

Office-ready displays that keep customers at the centre of every conversation