Defining Your Audience through Persona Types Jewelry For All (Mock Website) Audrey Ostoyic www.livinlyfe.com firstname.lastname@example.org
Name:Mike TilleyBackground:Mike was born and raised in asmall town outside of Nashville, TN wherehe lived with his wife of 20 years and 2daughters. Recently he took a job as aFinancial Adviser in New York City, NYand had to move his family as well as leavehis mother and father behind. He is adedicated family man and has managed tomove up the ladder in the corporationbecause of his commitment not only to hisfamily but to his job also.Demographics:Mike is in his mid-40’s and earns $100,000 a year plus bonusesanywhere from $25,000 a year to $50,00 a year. Graduated with a Masters in Accounting.Persona Type: Mike is the Humanistic persona type. He is always thinking of others andit brings him much joy shopping for them.Role: Mike would be purchasing the jewelry for not only his wife but also his mother.Buying Habits: Is online all day but his wife is usually the one doing the onlineshopping. Although he has purchased items online before, he still feels a little intimated bythe whole process.Media Consumption Habits: Mike subscribes to RSS feeds containing some of theindustriesConversion Goals: The websites goal should be to comfort Mike through his purchasingexperience. Also by giving him reviews of other men that have purchased jewelry for theirwives and mothers will give him even more confidence to buy online. The site also needsto have a place to request more information or even a brochure.
Name:Joanne TaylorBackground:Joanneis a single mother of 2young sons and works 2 jobs to make endsmeet with just enough left over to have a bitof play money. Her friends are her supportsystem since she lives so far from her family.She is a secretary in a prestige law firm andhas been there for 15 years now. Joanneloves to shop and find deals. Since she is on atight budget she loves picking up great deals.Demographics:Joanne is in her mid 30’s and earns $45,000 a year. She has graduatedHigh School and has started taking night classes at the local College for BusinessAdministration.Persona Type: Joanne is the Spontaneous persona type but has had to learn to be theMethodical persona type. She sometimes has a hard time deciphering what she needs andwhat she wantsRole: Joanne would be purchasing the jewelry for herself but she also likes buying stufffor her friends as a “Thank You” gesture.Buying Habits: Ebay.com is her middle name. Joanne buys jewelry, clothes and shoesonline all the time from Ebay.com. She is an avid shopper and the better the deal the bettershe feels.Media Consumption Habits: Joanne reads Yahoo.com news faithfully every morning.She also subscribes to Family Circle, People Magazine and has to check her Facebookaccount everyday to keep up with everyone.Conversion Goals: The websites goal should be to point Joanne to all the great specialsand sales that are going on and make her feel that she has just got the deal of a lifetime.Another goal would be to make sure that the checkout process is quick and easy. With 2little boys her time is very valuable.
Name:Jasmine StewartBackground: Jasminewas born and raised inMiami, Fl. but is now attending BerkeleyCollege in New Jersey where she is in herfinal year of pursuing her Bachelor’s Degreein Marketing and Advertising. She has beendating Rafael for 2 years now and knows thathe is about to pop the question, “Will youmarry me?” She is ready to settle down andknows that Rafael is the guy for her.Demographics:Jasmine is in her early 20’s and is enrolled at Berkely. She is currentlyworking as a waitress at night making $20,000 a year. By living off campus withroommates this helps Jasmine put money aside for her future with Rafael.Persona Type: Jasmine is the Methodical persona type. Ever since she was younger shehad her life mapped out, even down to the age she would get married…23 years old.Role: Jasmine will be shopping for the ring that she wants but it will ultimately be Rafaelthat will pay for it. Jasmine and Rafael will be shopping together for his wedding bandbecause they want to make sure that their bands match perfectly.Buying Habits: Jasmine has been shopping online since she has been in college. She hasher own credit card but really does not like to use it unless she has to. She has an accountset-up at Amazon, Ebay.com and other online retailers.Media Consumption Habits: Jasmine is constantly checking both her Facebook andMySpace accounts. She is on Twitter and has her own blog. She subscribes to theindustries RSS feeds of Marketing and Advertising and Marketing Magazines. Sherecently began a subscription to The Knott and other Bridal Magazines.Conversion Goals: The websites goal should be to have engagement rings and weddingbands prominently placed where she can view them. Pictures and detailed descriptions iswhat Jasmine wants to see. She also wants to be educated about the different stones andbands that are available. Since Jasmine will visit the site over and over before she makesher final decision a Box with her favorites should be easily accessible to her along with theoption to request more information and/or a brochure.
Name:Meredith Bawlings Background:Meredith was happily married to her High School Sweetheart, Dale for almost 50 years. They both were born and raised in California where they had 5 children together and now have 13 grandchildren and 2 great grandchildren. Dale had his own Dental Practice that gave Meredith the opportunity to stay at home and raise their children and it gave them the freedom to travel when the kids were older. Dale recently passed away of Cancer and to keep herself busy Meredith frequently travels to visit the kids and is learning about the computer through them.Demographics:Meredith is in her late-60’s with a yearly income of over $100,000.Although she has never had to work a day in her life, Meredith is very big on educationand all 5 of her children have gone to college.Persona Type: Meredith has a Spontaneous persona type. Since money has never beenan issue for her when she sees something she likes, she buys it.Role: Meredith will be purchasing the jewelry for not only herself but for her daughters,daughter in-laws, grand daughters and nieces.Buying Habits: Meredith’s grand children are keeping her up to date with all the newtechnology. She is from the old school rule that you NEVER give out your credit cardnumber to anyone but she has seen items online that she would like to purchase.Media Consumption Habits: Meredith loves to check her e-mail account daily. It isthrough e-mail that she keeps in contact with her children and grand children. She loves tocook and watching the Cooking Network most of the day and faithfully watches the newsat 5 p.m.Conversion Goals: The websites goal is to calm Meredith’s fear of giving out her creditcard information. Once that fear has been tamed then the steps to buy an item need to beas streamlined as possible. Need to have lots of pictures and larger font size with the BuyNow button being larger also.