1. Alumni & Development
Audience Personas
Tuesday, September 15, 2015 1
Research Lead: Angela Boodoo
Digital Team
19 March 2015

2. Executive Summary
Purpose
The Alumni & Development Team
requested a facilitated Digital
Proposition session involving
senior management at the
University to ensure:
-a shared vision and purpose of
the new Alumni website was
established and agreed
-team members have the
opportunity to share audience
insights and product requirements
Digital Proposition Session
Tuesday 15 September 2015 2
Output
-A 1.5 hour stakeholder workshop
lead by the digital researcher
-A set of Alumni audience
personas

3. Methodology
– Desk research
– Kick-off meeting
– Interviews (stakeholders)
– Stakeholder workshops
– Telephone Interviews (users)
– Persona creation
Tuesday 15 September 2015 3

4. What is a persona?
A set of Alumni audience personas were created for the session to illustrate
and support user-centred decisions on prioritising requirements for the new
website build.
The personas were based on “pen portrait” qualitative information provided by
the Alumni & Development team supported by audience input gathered via
telephone interviews.
Tuesday 15 September 2015 4

5. Tuesday, September 15, 2015 5
PROFILE NEEDS
QUESTIONS
Norma &
Philip
KEY ATTRIBUTES
Knowledge
Experience
Confidence
Help required
Low High
• Age 65-90
• Strong community
links
• Appreciate tradition &
formality
• Nostalgic
• Be able to reflect on
their life experiences
• Share knowledge and
give their opinion
• How can I get to
events if I have
mobility restrictions?
• What refreshments
will be served?
Battersea graduates
Print
INFORMATION ACCESS
Landline

6. Tuesday, September 15, 2015 6
PROFILE NEEDS
QUESTIONS
Anita
Laptop Tablet Phone
KEY ATTRIBUTES
Knowledge
Experience
Confidence
Help required
Low High
• Age 21-80
• Active brand
promoters
• Active within the local
community
• Do something worthwhile
with an organisation they
care about
• The right opportunity that
fits into their time
availability
• Is micro-volunteering
an option?
• I am entering the
Surrey half marathon
and want to give my
sponsorship money to
Surrey. How can I do
this?
Volunteers (non-financial)
INFORMATION ACCESS
Print

7. Tuesday, September 15, 2015 7
PROFILE NEEDS
QUESTIONS
Anita
Laptop Tablet Phone
KEY ATTRIBUTES
Knowledge
Experience
Confidence
Help required
Low High
• Age 21-80
• Active brand
promoters
• Active within the local
community
• Do something worthwhile
with an organisation they
care about
• The right opportunity that
fits into their time
availability
• Is micro-volunteering
an option?
• I am entering the
Surrey half marathon
and want to give my
sponsorship money to
Surrey. How can I do
this?
Volunteers (financial)
INFORMATION ACCESS
Print

8. Tuesday, September 15, 2015 8
PROFILE NEEDS
QUESTIONS
Harry
INFORMATION ACCESS
Computer Print
KEY ATTRIBUTES
Knowledge
Experience
Confidence
Help required
Low High
• Age 55+
• Strong community
links within
Guildford/Surrey
• 5 years’ + service to
the university
• Feel included in the
Surrey community
• Clear way to
contribute time,
effort, knowledge,
skills
• What events are going
on that I can attend?
• What will be the
impact on the green
belt with all the new
buildings?
• How can contribute to
Retired Staff
40% 60%

9. Tuesday, September 15, 2015 9
PROFILE NEEDS
QUESTIONS
Jia-Min
Laptop Tablet Phone
KEY ATTRIBUTES
Knowledge
Experience
Confidence
Help required
Low High
• Graduated between
2000-2010
• High socio-economic
background
• Respects customs &
traditions
• Keep connected for
professional and social
reasons
• Maintain links to the
UK
• How can I get involved
from my country?
• What are the benefits
of being a Surrey
Alumni?
International Graduates (last 15 years)
INFORMATION ACCESS

10. Tuesday, September 15, 2015 10
PROFILE NEEDS
QUESTIONS
Oliver
Laptop Tablet Phone
KEY ATTRIBUTES
Knowledge
Experience
Confidence
Help required
Low High
• Age 21-31
• Second largest alumni
group 21k
• Paid higher Surrey
tariffs
• UK & International
• Professional & social
networking
• CPD opportunities
• I would like to keep in
touch as I may
continue my further
education at Surrey
eg: MBA
• How can I get involved
if I am time-
limited/moved to
another area or
country?
Recent Graduates (past 5 years)
INFORMATION ACCESS