In the following, we present an exemplary persona. As a background, we are using a fashion company that wants to design an online store. In order to find out what the target group likes, the company conducts numerous interviews.
Persona: Safety-conscious with an affinity for technology
Name: Sandra Smith
Gender: Female
Age: 30 years old
Family situation: Married, one child
Profession: Supermarket manager
Address: Ruth, Michigan
Quote: “Safety first!”
Goals & Values: Sandra is constantly striving to create stability for herself and her family no matter what the situation. This starts with healthy food and ends with a building savings contract. However, this doesn’t mean that Sandra is boring: She’s interested in new trends and fashion, but she doesn’t take them too seriously. She will only spend money on a luxury item if she is really convinced of the product.
Technical knowledge & online life: Sandra grew up in the digital age and spends a lot of time online every day in her free time and at work. In her professional life, the use of computers is a matter of course for her. Although she does use social networks, she is reluctant to do so, and does not reveal much about herself through these channels. Sandra is secretive of her personal information as a result of data theft.
Hobbies & freetime: Sandra is very family-oriented. Therefore, she spends most of her free time with her husband and child. This includes planning everyday life. The role of branch manager also applies to her home life. She likes nature and plays sports once a week. On other days, she tries to go jogging. Every two weeks or so, she meets with her girlfriends to have some drinks or go for dinner.
Product expectations: Sandra enjoys shopping on the internet because she has the opportunity to buy brands and designs online that are not available to her in her place of residence. She also saves time by buying online. However, because she is familiar with technology, she knows about the dangers that can arise when ordering over the internet. That’s why she makes sure that the process runs safely and smoothly, that no error messages occur and that mechanisms known to her are used. If a problem occurs during the purchase, she won’t take any risks and would rather cancel the order completely.