Demographic Information: Age - 26: Gender - Female: Race: Black / African American: Occupation:
Office worker.
Job Title or Main Focus of Activity: Mother of two young children (2-year-old daughter and 4-year-old son)
and aunt to newborn baby nephew.
Goals: Research toys to purchase for her two young children and baby gear for her newborn nephew.
Hopes to find good prices on these products. She also hopes to find products in the local area. Lynne hopes
that Fisher Price's website will allow her to achieve these goals in the fastest and most effective way possible.
Environment: Lynne's enclosed office at work. The room is mostly quiet with minimal noise coming from outside
the door. Though someone may walk into her office, no one comes into her office at this time of day, meaning
she likely will not get interrupted. As a result, Lynne's environment is very predictable.
Technical or product domain expertise: Lynne has never visited Fisher Price's website before but has experience
with other similar websites. She also knows how to use a computer and how to navigate any website she may see.
Lynne is not fully aware of the kinds of products Fisher Price offers, however.
A quote that sums up what matters most to the persona: I need to find the best options quickly and easily -
good quality toys for my kids and nephew at good prices and in easily accessible places.
Job Title or Main Focus of Activity: Young preschool boy in a class of a dozen other children from ages 3 to 5.
Loves toys geared to his age group and gender such as Power Wheels, Imaginext, and Little People.
Goals: Wants to explore the World Wide Web and learn how to use a computer. Though Joey does not know how
to use a computer very well, he does know about Fisher Price toys from toy catalogs he gets in the mail.
He hopes this knowledge will help him navigate what would have been a mostly unfamiliar environment.
Environment: Joey's preschool computer room. There are other children in the room either using the other
computers in the room or just playing near the other children. As a result, the noise level is quite noticeable
and distracting. Joey's environment is very unpredictable given the noise level and the unpredictability
of the other children in the room. He can, however, ask for help from the other children in the room if needed.
Technical or product domain expertise: As discussed above, Joey does not know much about using computers. He has used a computer before but is not
very familiar with using a keyboard or mouse. He is also not familiar with standard web navigation. He is
familiar with Fisher Price's toys and products however, meaning he can locate products he is interested in
by use of pictures or brand logos he is familiar with.
A quote that sums up what matters most to the persona: I want to find all the cool toys I like, but I need it
to be easy to find the ones I know and find other toys I may be interested in!
