Bringing the building blocks to life through some sample user scenarios.

1. FOUR STORIES
Bringing the building
blocks to life through
some sample user
scenarios.
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2. FOUR STORIES: TONY
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MEET TONY.
A 32-year-old father of two, Tony has been a Pepsi
drinker for the better part of the past decade, but
a recent annual physical has him rethinking his
sugar intake.
In an effort to make a more informed decision,
Tony visits the Pepsi website searching for details
about the amount of sugar in Pepsi—and Diet Pepsi
too, for that matter.

3. FOUR STORIES: TONY
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4. FOUR STORIES: TONY
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5. FOUR STORIES: TONY
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6. FOUR STORIES: TONY
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7. FOUR STORIES: TONY
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8. FOUR STORIES: TONY
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MEET TONY.
Information
Seekers
Seeking information
that may already exist
Product
information
Cross-channel,
cross-site considerations
Make the pages and
functionality easy
and intuitive

9. FOUR STORIES: ANN
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MEET ANN.
A middle school teacher, Ann enjoys the multiple
varieties in Frito-Lay Flavor Packs: Doritos, Lay’s
Potato Chips and Sun Chips. But Ruffles—those are
her personal favorite.
Ann recently purchased a Flavor Pack that didn’t
have any Ruffles in it. There were still 22 bags in
it, though instead of Ruffles, the pack included
four more bags of Doritos than it should have.
Ann is now visiting the Frito-Lay website looking
for the most direct way to explain her problem and
ask for some form of compensation.

10. FOUR STORIES: ANN
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11. FOUR STORIES: ANN
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12. FOUR STORIES: ANN
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13. FOUR STORIES: ANN
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14. FOUR STORIES: ANN
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15. FOUR STORIES: ANN
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MEET ANN.
Users with
problems/issues
Seeking resolution
on an individual,
specific issue
Needing/demanding
something like a refund,
rebate, etc.
Chat/Virtual
Agent
Tone: Make it friendly
and welcoming

16. FOUR STORIES: MARY
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MEET MARY.
Mary is 48-year-old telemarketer who recently lost
weight on the orange juice diet after having read
about it on a personal health blog.
Firmly convinced of the restorative value orange
juice has on the cells, Mary wants to share her
great experience with others. She’s been a regular
reader of the wall on the Tropicana Facebook page
over the last few weeks, and having gained some
useful information from it, she’s planning to share
a comment there.

17. FOUR STORIES: MARY
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18. FOUR STORIES: MARY
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19. FOUR STORIES: MARY
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20. FOUR STORIES: MARY
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MEET MARY.
Advocates, Friendlies
and Compliment
Droppers
Just wants to give a
compliment
SocialComplete: Don’t
leave the user
hanging

21. FOUR STORIES: BEN
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MEET BEN.
Ben loves Mountain Dew White Out. Every time he
hits the mountain bike trails, he starts his ride by
slamming one of the citrus-flavored beverages.
While he typically buys them at his local grocer, he
recently ran out and opted to stop into a
convenience store for one on the way out to the
trail. No luck—just regular Dew.
Ben is now standing in front of the C-store,
smartphone in hand, accessing the Mountain Dew
mobile site.

22. FOUR STORIES: BEN
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23. FOUR STORIES: BEN
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24. FOUR STORIES: BEN
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25. FOUR STORIES: BEN
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MEET BEN.
Users with
problems/
issues
Seeking information
that may already exist
Company
information
Placement and
consistency
Make the pages and
functionality easy and intuitive