This is a tale of two customers, Katy and Ron. The two have never met. They were born two decades apart and live hundreds of miles from each other. Ron is a long-time customer of a leading mobile carrier. Katy uses another. The one thing they do have in common is their desire for a new phone. This leads them to the same website – where, despite their similar goals, they’ll end up having very different experiences.

Katy needs a new phone and has been thinking about changing plans. Her carrier doesn’t have any options that excite her, so she goes to another mobile company’s site hoping to find a better plan and a deal on a phone. Because this is her first time on the site, she’s unknown to them. But her browsing behaviours begin to shed some insights to help them tailor her experience.