Equinix Personas

The Challenge

Equinix, a world-leader in colocation and digital services, was facing a crossroads: deciding how much to pivot their business approach to attract new digital services customers without alienating their existing customers. 

The tricky part was that, in providing so many different services - from traditional colocation services to more cloud-based offerings - their customers' needs varied greatly. Equinix needed to understand their customers' needs, as well as those of any new customers they hope to attract.

The Approach

We first conducted interviews with PMs from Equinix's various product areas to learn about their current offerings, customers, their needs, known pain points, and what a pivot to the business might look like for them.

Then we ran a workshop PMs and other stakeholders like marketing, sales, and more, to collaborate on a large-scale survey sent to existing and potential customers. 

 

The Impact

From the survey results and follow-up interviews, we generated a new set of 5 personas capturing Equinix's existing and potential customers. 

​

We also mapped out each persona's unique user journey in learning about, purchasing, and using different colocation and digital service offerings, including pain points and key touchpoints.

This helped our client better understand how to best position their product-led growth strategy with these customer types in mind.

​