Create Three Persona Profiles

James

‘I just want to

buy what I

need and get

out’

Key goals We must

We must not Behaviours

• Knows what he wants to buy

• Avoid spending time browsing

• Get something balanced between price and quality (look is not

important

• Clearly show key features of each

product

• Provide easy comparison between products

• Show him relevant offers

• Gets bored shopping and easily

frustrated

• Wants tried and trusted products

• Happy to let others do the thinking

for him

• Easily influenced by discounts

• Don’t focus on fluffy descriptions of

products

• Don’t overwhelm him with choice