In my Web Advertising and Design class we were tasked with coming up with user profiles, also known as persona types, for a mock website called Jewelry for All.

1. Defining Your Audience through Persona Types
Jewelry For All (Mock Website)
Audrey Ostoyic
www.livinlyfe.com
audrey@livinlyfe.com

2. Name:Mike Tilley
Background:Mike was born and raised in a
small town outside of Nashville, TN where
he lived with his wife of 20 years and 2
daughters. Recently he took a job as a
Financial Adviser in New York City, NY
and had to move his family as well as leave
his mother and father behind. He is a
dedicated family man and has managed to
move up the ladder in the corporation
because of his commitment not only to his
family but to his job also.
Demographics:Mike is in his mid-40’s and earns $100,000 a year plus bonuses
anywhere 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 and
it 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 online
shopping. Although he has purchased items online before, he still feels a little intimated by
the whole process.
Media Consumption Habits: Mike subscribes to RSS feeds containing some of the
industries
Conversion Goals: The websites goal should be to comfort Mike through his purchasing
experience. Also by giving him reviews of other men that have purchased jewelry for their
wives and mothers will give him even more confidence to buy online. The site also needs
to have a place to request more information or even a brochure.

3. Name:Joanne Taylor
Background:Joanneis a single mother of 2
young sons and works 2 jobs to make ends
meet with just enough left over to have a bit
of play money. Her friends are her support
system since she lives so far from her family.
She is a secretary in a prestige law firm and
has been there for 15 years now. Joanne
loves to shop and find deals. Since she is on a
tight budget she loves picking up great deals.
Demographics:Joanne is in her mid 30’s and earns $45,000 a year. She has graduated
High School and has started taking night classes at the local College for Business
Administration.
Persona Type: Joanne is the Spontaneous persona type but has had to learn to be the
Methodical persona type. She sometimes has a hard time deciphering what she needs and
what she wants
Role: Joanne would be purchasing the jewelry for herself but she also likes buying stuff
for her friends as a “Thank You” gesture.
Buying Habits: Ebay.com is her middle name. Joanne buys jewelry, clothes and shoes
online all the time from Ebay.com. She is an avid shopper and the better the deal the better
she 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 Facebook
account everyday to keep up with everyone.
Conversion Goals: The websites goal should be to point Joanne to all the great specials
and 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 2
little boys her time is very valuable.

4. Name:Jasmine Stewart
Background: Jasminewas born and raised in
Miami, Fl. but is now attending Berkeley
College in New Jersey where she is in her
final year of pursuing her Bachelor’s Degree
in Marketing and Advertising. She has been
dating Rafael for 2 years now and knows that
he is about to pop the question, “Will you
marry me?” She is ready to settle down and
knows that Rafael is the guy for her.
Demographics:Jasmine is in her early 20’s and is enrolled at Berkely. She is currently
working as a waitress at night making $20,000 a year. By living off campus with
roommates this helps Jasmine put money aside for her future with Rafael.
Persona Type: Jasmine is the Methodical persona type. Ever since she was younger she
had 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 Rafael
that will pay for it. Jasmine and Rafael will be shopping together for his wedding band
because they want to make sure that their bands match perfectly.
Buying Habits: Jasmine has been shopping online since she has been in college. She has
her own credit card but really does not like to use it unless she has to. She has an account
set-up at Amazon, Ebay.com and other online retailers.
Media Consumption Habits: Jasmine is constantly checking both her Facebook and
MySpace accounts. She is on Twitter and has her own blog. She subscribes to the
industries RSS feeds of Marketing and Advertising and Marketing Magazines. She
recently began a subscription to The Knott and other Bridal Magazines.
Conversion Goals: The websites goal should be to have engagement rings and wedding
bands prominently placed where she can view them. Pictures and detailed descriptions is
what Jasmine wants to see. She also wants to be educated about the different stones and
bands that are available. Since Jasmine will visit the site over and over before she makes
her final decision a Box with her favorites should be easily accessible to her along with the
option to request more information and/or a brochure.

5. 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 education
and all 5 of her children have gone to college.
Persona Type: Meredith has a Spontaneous persona type. Since money has never been
an 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 new
technology. She is from the old school rule that you NEVER give out your credit card
number 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 is
through e-mail that she keeps in contact with her children and grand children. She loves to
cook and watching the Cooking Network most of the day and faithfully watches the news
at 5 p.m.
Conversion Goals: The websites goal is to calm Meredith’s fear of giving out her credit
card information. Once that fear has been tamed then the steps to buy an item need to be
as streamlined as possible. Need to have lots of pictures and larger font size with the Buy
Now button being larger also.

6. References:
http://www.flickr.com/photos/servamtuan/1472060926/
https://www.calvin.edu/prospective/place/images/200x200-girl.jpg
http://images2.cafemomstatic.com/images/user/gallery/930128_1203831968_med.
jpg
http://www.rebalanceyourhormones.com/debrussell/images/3Grandmas.jpg