Persona 1:

Persona 2:

Name: Pamela Demographic: 30 year old, white, women. Job Title: Accountant Goals: Finding family insurance for her family of 5 Environment: Pamela works at small accounting firm where she works as a CPA. Domain Expertise: Pamela understands little to nothing about Insurance. She has a high proficiency with technology and understands the web well. She would be able to navigate a website with ease but may get stuck on some of the professional terms about the content of the site. Quote: “Mother of two beautiful boys and a little girl! CPA at a family owned firm! Looking to save a little extra dough to budget in a vacation for Disney.”

Name: Mikey Demographic: 25 year old, white, male. Job Title: Restaurant owner Goals: insuring his passion project and restaurant. Environment: Mikey has worked in the restaurant industry for nearly 8 years now after starting working as a buss boy at a local bar and grill at age 15. He recently went to Business school and has decided to open his own Restaurant. He is currently figuring out the logistics of the operation. Domain Expertise: Mikey has little to moderate experience working in the insurance world. He understands that he needs to insure his building, employees, and company but that is about it. He has moderate technology skills and may struggle with difficult websites. Quote: “Small business owner, dog dad, and major foodie”.