Here is a persona we have not used anywhere yet. It is partially based on Gizmodo%u2019s iPhone demographics article (http://gizmodo.com/tag/iphone-demographics/)
Name: Christine Martinez Age: 31 HHI: $82,000 Location: NYC Education: Bachelor%u2019s degree, Communications Job title: Human resources generalist Marital status: Single, involved in relationship Internet IQ: High Shopping IQ: High Adoption segment: early majority, fashion forward Favorite TV shows: Dancing with the Stars; Grey%u2019s Anatomy; Men in Trees Reading now: Ad Age, Ad Week, BrandWeek, Outliers, The Time Traveler%u2019s Wife Primary goals related to cellphone purchase: Email access, web browsing, car safety Most relevant features: Touchscreen, Pandora access, voice activated dialing, social media app integration Drivers: Convenience, customer service, cost of phone data plans, in-sync with trends Loyalty: High, despite frustration, does not want hassle to switch. Favorite web sites: Zappos.com, Amazon.com, Hotels.com, woot.com Internet profile: 2 hours per day of Internet usage, not including email Technology profile: Dell laptop (provided by job); iMac at home; iPod touch; iPhone 3G Social media profile: Averages 30 minutes per day on Facebook, Twitter, LinkedIn Characteristics that impact purchases: Tracks deal web sites like woot.com and , always searches for coupons, willing to spend to not appear out of touch, does not monitor bills Business value: Periodic high impulse spend despite cautious purchase patterns; refreshes technology every 2 years; open to fashion add-ons Purchase barriers: What she reads has a big impact on purchase decisions. Negative remarks in Twitter or other social media interpreted as fact. Depends heavily on smart search feature to find products. Wants to see how she or home will look with product, so she often won%u2019t buy until her friends have it. Purchase Tunnel Dropoff: Difficulty viewing total price before purchase, lack of clear arrival date, lack of clear return policy, better deal on similar item that has same appearance value Requested content/features: High-level comparison that includes discounts, feature demos, toll-free customer service that is in USA with phone number on web site home page Switch behavior: Low-switch behavior. Unlikely to switch complex services unless she feels customer service has cheated her. For non-complex switch situations, e.g. cable TV, will switch when she sees an ad with clearly superior pricing and equivalent feature set. Unlikely to switch for features. Quotes: - I am on a mission. I go to the Internet with a specific purpose in mind. I don%u2019t browse around for no practical purpose (except Zimbio and YouTube) - I want to see what other people say about it before I make a decision. If a product is good, it will be popular. - I don%u2019t trust those companies you never heard of before. - I don%u2019t want to start from scratch every time I go back to a web site. I like stores and web sites to remember me, the ones I trust, that is. - I bought it at Best Buy because I had a 10% off coupon - I don%u2019t like a lot of marketing noise. I don%u2019t trust it and when I see a lot of mixed marketing messages it makes me think that they are desperate and confused about what they are selling. Method for tracking this customer type with web analytics: - Entry through marketing campaign on affiliate site that has content targeted to 30 yr. old single female - Purchases fashion accessory that has higher than average price - Views many photo pages, does not view many detailed specs pages - Responds to clickthrough articles and ads with fashion and appearance as main topics - Search terms: most popular, best deal Typical purchase scenario: - Sees ads on TV and billboards - Sees friend with product - Google search - CNET review - Discussion forums (professional, technical) - View in store - View cost breakdown - Search for coupons, deals - With a discount, on occasion when she feels prosperous, takes the plunge, buys 2 or 3 accessories to make product look better Experience gaps: - Product links from Facebook pages of friends to catalog - Realistic visual cost meter on services - Customer service guarantees - In-store video product details mixed with humor, popularity, and deals; accessible on web site for replay (Copyright, 2009, Usography Corporation. Permission granted for single use with disclosure of source.) Paul Bryan Usography Corporation (www.usography.com) Linked In: http://www.linkedin.com/in/uxexperts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Posted from the new ixda.org http://www.ixda.org/discuss?post=45396 ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [email protected] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
