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This lab assignment will have I using archetypes and their power for storytelling to create personas to explore the audience(s) for my thesis. I will identify and create eight audience personas that exist across the spectrum of my potential audience. From this I will determine the primary and secondary audiences and the stakeholders for my project.
Personas
Two personas should fall clearly outside the target audience spectrum (on the diagram, this is 1 and 8).
Adam
"I can't stand being in a space with animals because the hair they shed can cause my
respiratory problems. But I don't hate animals."
Demographics
Gender: Male
Age: 28
Education: PhD
Occupation: Student
Income: $ 30,000/yr
Location: Palo Alto, CA
Status: Married, 1 kid
Traits
Adam has severe respiratory disease and is particularly sensitive to the environment and air quality. He always carries medicines with him.
Adam and his wife are PhD students at the same school, and they live together in the school's couples dormitory.
Adam often does experiments and writes papers until midnight, and he often complains about his inability to balance his life and studies.
Eric
“I never thought about having a pet. I am addicted to exploring unknown cities, and I
hardly stop traveling. I don't even have a stable place to live, because I prefer the feeling
of navigating the streets of an unfamiliar city. ”
Demographics
Gender: Male
Age: 36
Education: College Degree
Occupation: Traveller
Income: Unstable
Location: New York, NY
Status: Single
Traits
Eric does not have a stable residence and income, and he travels in different cities or countries throughout the year. He would work in travel destinations to earn living expenses.
Eric is someone who barely uses the internet and social media. He devoted his entire spiritual world to exploring different cultures.
Eric is passionate about adventure and all kinds of extreme sports.
Two personas should be closer to the center and more likely to engage (3 and 5 on the diagram).
Sajan
“I've never owned a pet or know how to keep a pet, but my kids would love to have one. I
want to choose a pet as a gift for my children, I am collecting all kinds of information
about pets on the Internet.”
Demographics
Gender: Male
Age: 45
Education: Master Degree
Occupation: Software Engineer
Income: $350,000/yr
Location: San Diego, CA
Status: Married, 2 kids
Traits
Although Sajan is busy with work, he devotes all his spare time to spending time with his family.
Sajan is an open-minded person who enjoys trying new things.
Sajan is good at collecting and organizing all kinds of information he needs and come up with the best solution.
Lexi
“I'm a cat person and I've always given my cats the best life possible. However my cat is
often sick. Even though I will take it to the doctor right away, I hope I can keep my cat
from getting sick as much as possible. ”
Demographics
Gender: Female
Age: 30
Education: Master Degree
Occupation: Product Manager
Income: 450,000/yr
Location: Seattle, WA
Status: Never Married
Traits
Lexi has a stable and well-paying career. Although her work often overtime keeps her very busy. But she still tries her best to maintain a balance between her life and work.
She is an outgoing person who loves to make friends. She has many friends who share her hobbies and they help each other out in life.
As an open-minded and studious person, she learns skills and develops hobbies in her spare time, such as flower arranging, tennis and horse riding.
She has always wanted to maintain a high standard of living because she feels it will make her life more interesting and fulfilling.
Two personas should be a little further away but not outside (2 and 7 on the diagram).
Susie
“I devote all my spare time to the cause of rescuing stray animals. I went to the veterinary
hospital to study animal emergency treatment for a period of time. ”
Demographics
Gender: Female
Age: 32
Education: College Degree
Occupation: Librarian
Income: $75,000/yr
Location: Chicago, IL
Status: Single
Traits
Susie is a caring person who has adopted five stray animals in her family.
Susie never stops learning the latest pet behavior knowledge and pet health knowledge.
Susie volunteers at a local pet rescue every week. And organized many pet knowledge publicity activities.
Abby
“I have been a veterinarian for more than ten years, and I hope to help more pet owners
through my profession. ”
Demographics
Gender: Female
Age: 45
Education: Master Degree
Occupation: Veterinarian
Income: $125,000/yr
Location: San Francisco, CA
Status: Married, 1 kid
Traits
Abby grew up in a family with pets, and her parents are both veterinarians.
Abby has a cat and a dog at home, and she and her family have developed a good relationship with pets.
In her spare time, she has been communicating with her pet owner clients, helping them with their pet difficulties and pet health issues.
One persona will be dead center, and therefore most likely to engage based on traits, beliefs, life stage, other factors, and relationship to the topic and goal.
Dylan
“I recently got a dog and it's both exciting and frustrating. So excited that my childhood
dream of owning a puppy has finally come true! However, I have found that I can't seem
to communicate with my dog, he is always doing the wrong thing! This is completely
different from what I gathered before getting a dog. ”
Demographics
Age: 23
Education: College Degree
Occupation: Blogger, Social Influencer
Income: 50,000/yr
Location: Los Angeles, CA
Status: Never Married
Traits
Dylan is passionate about life and an active mind. He will be suddenly fascinated by a thing, but he can't keep the enthusiasm.
Although he is currently renting a house, he still carefully arranges his house. Because he felt he had to take life seriously no matter what.
As an active Internet user, Dylan is more inclined to ask questions and ask for help online when he encounters problems.
One persona is you, whom we placed in spot number 6 on the diagram, but you can place yourself anywhere that you best fit.
Youhui Gu
“I adopted three stray cats unprepared, and I couldn't let them go despite my precarious
living conditions. Now that I have accumulated a lot of experience, I am still not
professional enough to encounter problems. ”
Demographics
Gender: Female
Age: 28
Education: Master Degree
Occupation: International Student
Income: Not Applicable
Location: Santa Clara, CA
Status: Never Married
Traits
Youhui grew up in a family with pet dogs, but the parents are responsible for taking care of the dogs. Such an environment has made her a caring person, who often pays attention to stray animals and offers help.
A social media fanatic, she loves getting the information she needs online. But she was always unable to confirm the accuracy of the information.
She is someone who is reluctant to ask others for help. She thinks that if she can solve the problem herself, then she won't bother others.
Statement
Primary Audience
In this lab, I designed eight prototypes to create characters through the demographic, defining characteristics, and lifestyle stages. Based on the different positioning of these eight prototypes in the spectrum, I determined that my main audience is pet owners, first-time pet owners and people planning to own pets, and the age range is between 20-45 years old.
Stakeholders
This project is about helping pet owners live with their pets better, so any product, organization, business or individual that is related to pet life and pet-pet owner relationship may become a stakeholder. They may be pet hospitals/veterinarians, pet breeders, pet health products, pet medical insurance, pet food, pet training schools.
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