YOUR GUIDE TO
Strong journey’s begin with solid foundations — understanding who our users are, what they truly need and how their various journey’s intertwine. By getting to know our personas, we gain a shared perspective on the audiences we’re designing for, ensuring that every touchpoint and every processes they go through feels relevant, purposeful, and intuitive. With this grounding, we can craft journeys that not only meet our business objectives but also resonate with the people who matter most: our users.
- PERSONAS
- CUSTOMER DECISION JOURNEY
- ACTIVATION FRAMEWORK
We have X personas that help us to understand our processes. They are important because they align teams around a clear understanding of who we’re designing for, helping ensure that solutions are relevant, empathetic, and user-centered. Let’s have a look:
“I'm interested in product specs that can get me to testing. Before I try a product out I need detail like shelf life, cure time and performance history. Show it to me in action! I like to form a picture in my mind of how this will work.”
The Solution Seeker selects products, and designs solutions. He wants to be knowledgeable and find the best solution
Application / Manufacturing / Design Engineer, Project Manager, Technician
- Selecting and comparing solutions
- Locating current specs
- Building supplies expertise
- Envisioning processes
- Selecting manufacturing equipment
- Keeping production moving
- Get info from my Henkel fall-guy
- Customer testimonials
- Knowledge
- White papers
- Events
- Google
- Shared cloud space in beginning of project
- Other suppliers
- KAM
- Lack of knowledge on new options and potential
solutions (leads to relying on existing relationships) - Lack of quality information
- Limited access to thought partners
- Switch between different websites and platforms
- No visual idea of how it works
- Difficult to navigate the content on the website and
find the right information
- Lack of resources to qualify (e.g., time, materials, investment etc.)
- Long waiting times to receive an answer from
customer service
- Identify solution (or substitute) to existing application
- Locate technical documentation of possible product
solutions
- Compare product information between selected
solutions - Envision application process of a specific product
solution
- Contact a relevant technical expert in the company
- Order product sample of expected solution
- Test solution on expected application
- Work with manufacturer on expected results
- Receive ongoing technical support
- Become certified to apply solution
- Selecting and comparing solutions
- Locating current specs
- Building supplies expertise
- Envisioning processes
- Selecting manufacturing equipment
- Keeping production moving
- Get info from my Henkel fall-guy
- Customer testimonials
- Knowledge
- White papers
- Events
- Google
- Shared cloud space in beginning of project
- Other suppliers
- KAM
- Lack of knowledge on new options and potential
solutions (leads to relying on existing relationships) - Lack of quality information
- Limited access to thought partners
- Switch between different websites and platforms
- No visual idea of how it works
- Difficult to navigate the content on the website and
find the right information
- Lack of resources to qualify (e.g., time, materials, investment etc.)
- Long waiting times to receive an answer from
customer service
- Identify solution (or substitute) to existing application
- Locate technical documentation of possible product
solutions
- Compare product information between selected
solutions - Envision application process of a specific product
solution
- Contact a relevant technical expert in the company
- Order product sample of expected solution
- Test solution on expected application
- Work with manufacturer on expected results
- Receive ongoing technical support
- Become certified to apply solution
LARGE ACCOUNTS - SME - DISTRIBUTOR / RETAILER
”I need to train my staff to use the products properly to ensure their safety. When facing challenges or issues in the application of the products, I need quick support during trouble shooting to get production running again.”
The application integrator is maintaining machinery and processes during production on site. They are introducing new products, training the staff to ensure their safety, and need to balance between meeting tight production deadlines and ensuring reliable and smooth operations.
Machine operators, Shop floor supervisors, Production coordinators
- Debugging and root cause analysis
- Improve production
- Keep up to date with product usage & applications
- Prepare documents with all relevant product
information for the shop floor - Train staff and ensure their safety
- Minimize down-times
- Find the balance between maintenance and
production
- Get info from my Henkel fall-guy
- Knowledge
- White papers
- Google
- Other suppliers
- KAM
- Difficult to find all relevant product information at
a glance (switch between pages / countries / …) - Lack of product education leading to
implementation challenges and down time - Wrong or late product delivery
- Lack of guidance around predictive maintenance
and balancing production and maintenance - Lack of reliable support from suppliers and
timely responses
- Prepare product introduction on the floor with
briefing materials - Train employees and ensure all departments
adhere to the safety policies and procedures - Implement the usage of products
- Create and implement machine & robot
maintenance procedures - Plan and manage all repair and installation
activities - Track expiration dates, contamination, or any
adhesive mal-functions - Assist process technicians in trouble shooting
in the event of a problem - Continuously optimise manufacturing processes
(ensure efficiency & high quality) - Document daily progress reports and
maintenance logs - Supervise machinery and processes
- Debugging and root cause analysis
- Improve production
- Keep up to date with product usage & applications
- Prepare documents with all relevant product
information for the shop floor - Train staff and ensure their safety
- Minimize down-times
- Find the balance between maintenance and
production
- Get info from my Henkel fall-guy
- Knowledge
- White papers
- Google
- Other suppliers
- KAM
- Difficult to find all relevant product information at
a glance (switch between pages / countries / …) - Lack of product education leading to
implementation challenges and down time - Wrong or late product delivery
- Lack of guidance around predictive maintenance
and balancing production and maintenance - Lack of reliable support from suppliers and
timely responses
- Prepare product introduction on the floor with
briefing materials - Train employees and ensure all departments
adhere to the safety policies and procedures - Implement the usage of products
- Create and implement machine & robot
maintenance procedures - Plan and manage all repair and installation
activities - Track expiration dates, contamination, or any
adhesive mal-functions - Assist process technicians in trouble shooting
in the event of a problem - Continuously optimise manufacturing processes
(ensure efficiency & high quality) - Document daily progress reports and
maintenance logs - Supervise machinery and processes
LARGE ACCOUNTS - SME
”I need access to Henkel to research, purchase and manage my purchases of solutions to be sold or used in production. It is important that I have easy access to all the related documents for my products and orders so that I am prepared and efficient. I want to go to the website and type in the product code to get everything I need: SDS, TDS, Shelf-life, all on the page with the product. Not me going to one site for the SDS or over here for another part.”
The Procurement Specialist uses the Henkel website to identify, vet, locate and purchase the adhesives to be used in production. They want to feel well prepared and efficient.
Purchasing Manager, Buyer
- Build supplier lists by product offering
- Gather product data for comparison
- Ensure strategy alignment
- Place and track orders
- Vet materials and gather force majeure
- Maintain inventory levels
- Provide teams with language-appropriate supply
specs and data
- Get info from my Henkel Sales Contact or
customer service - Personal – Trust based relationships
- KAM
- Events / Fairs
- POD / E-Shop
- Other suppliers
- Print catalogs
- Newsletter
- TDS
- Lack of quality information
- Difficult to get a first price indication
- Long lead times from suppliers and distributors
make amplify this - Switch between different websites and platforms
- Lack of flexibility in quantities and delivery timing (inconsistent with consumer-buying expectations)
- Missing updates around availability or changes in
product specs - Ability to reliably forecast, especially given
unpredictable company growth, manual processes,
and non-uniform structure - Difficult to find a place to buy
- Lack of quick re-order options
- Complex buying process (paperwork, delayed
orders, bad batches) - Lack of real-time delivery tracking
- Identify the right company to work with
- Locate resellers of Henkel products
- Compare products and package sizes
- Gather Safety Data Sheets for specific products
- Contact purchasing/invoicing department in Henkel
> Get product price or quotes - Check product availability against production
schedule - Access the Henkel Adhesives E-Shop
- Order specific products from seller
- Track orders from seller
- Receive order from seller (incl. order +
product documents) - Reorder products from manufacturer
- Sign and Review contract
- Build supplier lists by product offering
- Gather product data for comparison
- Ensure strategy alignment
- Place and track orders
- Vet materials and gather force majeure
- Maintain inventory levels
- Provide teams with language-appropriate supply
specs and data
- Get info from my Henkel Sales Contact or
customer service - Personal – Trust based relationships
- KAM
- Events / Fairs
- POD / E-Shop
- Other suppliers
- Print catalogs
- Newsletter
- TDS
- Lack of quality information
- Difficult to get a first price indication
- Long lead times from suppliers and distributors
make amplify this - Switch between different websites and platforms
- Lack of flexibility in quantities and delivery timing (inconsistent with consumer-buying expectations)
- Missing updates around availability or changes in
product specs - Ability to reliably forecast, especially given
unpredictable company growth, manual processes,
and non-uniform structure - Difficult to find a place to buy
- Lack of quick re-order options
- Complex buying process (paperwork, delayed
orders, bad batches) - Lack of real-time delivery tracking
- Identify the right company to work with
- Locate resellers of Henkel products
- Compare products and package sizes
- Gather Safety Data Sheets for specific products
- Contact purchasing/invoicing department in Henkel
> Get product price or quotes - Check product availability against production
schedule - Access the Henkel Adhesives E-Shop
- Order specific products from seller
- Track orders from seller
- Receive order from seller (incl. order +
product documents) - Reorder products from manufacturer
- Sign and Review contract
LARGE ACCOUNTS - SME - DISTRIBUTOR / RETAILER
When we view customer decision journeys as an interconnected system rather than isolated paths, we uncover how each journey influences and depends on the next. A single decision rarely happens in a vacuum—awareness leads to consideration, which in turn shapes purchase, onboarding, and beyond. By mapping these journeys together, we can see the critical touchpoints where they intersect, overlap, or transition, helping us identify dependencies and moments of impact. This holistic perspective allows us to design experiences that flow seamlessly from one stage to another, ensuring continuity, reducing friction, and ultimately guiding users toward long-term engagement.
An activation framework is a structured approach that outlines how to engage and guide users through key actions that deliver value early in their journey, as well as highlight business goals. It works to create clarity, consistency, and focus, ensuring that users experience meaningful progress while organizations drive adoption and long-term retention.