Primary Persona »Hannah Schmidt« (PRS-3)

Relationship to Project: Hannah is a typical business user of a small web shop / vendor.
Age: 39
Scenarios for this Persona: SCN-4: Inserting product information in the AR tool as business customer
Source(s): RE Module Praticipants: Miroboard for workshop informal requirements (Block 3) (LIT-14). Persona idea from miro board.
Responsible RE-Author(s) for this Artefact: Celina Schulz und Lydia Vogel
History: (v1) 2022-05-22 - initially created; (v2) 2022-07-17 - added running text description, changed stakeholder role to vendor & pic

Hannah

Summary

Occupation: Manager of small furniture business focusing on industrial style
Education: Master’s degree in Business Administration
Country: Germany
Goals: -extend the customer base of the business (draw more attention) -decrease the amount of furniture that is being returned by customers
Scenarios: -present the furniture to customers -get insight into what customers think about furniture pieces -see how many orders and returns are being made by customers -assist customers if something is unclear
IT usage / knowledge: -mobile phone (iOS) -Laptop & Tablet -MS Office
Expectations: -get more customers interested in the businesses’ products -make it easy for customers to “try out” the furniture and to get a good idea of what it looks like in reality
Frustrations: -customers returning furniture because it does not fit into their apartment at all -people have to come to the only physical store the business has
Personal: -has a boyfriend but no children -is very driven and passionate about her business -works a lot but likes to make time for activities like hiking, yoga and going out

Description

Hannah is a 39 year old manager of a small furniture business which focusses on industrial style (1). She has a masters degree in Business Administration, lives in Germany and has a boyfriend (2). As she is very driven and passionate about her business, she has no time for children at the moment and works a lot (3). In her free time she likes to hike, do yoga and go out (4). For her business it is essential to gain popularity which is why Hannah needs to spend a lot of money on marketing (5). She needs to get more attention on the business to gain more customers (6). She always thinks of new ways of reaching new customer segments (7). Also her small business currently fights the costs of high return rates (8). Many customers return the products because they expected something else (9). Often, they order new pieces, for instance in a different color, but the organizational effort for the company is nasty (10). It takes time and requires staff (11). Because of this, Hannahs goal is to give customers a more realistic impression on what the products really look like (12). It needs to be easy but accurate (13). This problem might also occur because customers have to come to the only physical store of the company to get such an impression (14). But many customers buy via the webshop where the return rates are ten times higher than for physically bought pieces (15). Therefore Hannah needs to provide a possibility for impression especially for non-local customers (16). She thought about using tools for virtual visualization but the only good ones are from big companies and therefore too expensive (17). Hannah has many different taks in her business, such as presenting the furniture to customers (18). But she needs to do it physically and also via the webshop (19). She also needs to get insight into what customers think about the furniture which is why she often does surveys where people can win small prizes (20). Additionally, analyzing the returns and orders costs her much time but she needs to get the insights on how many pieces are ordered, returned and from which shop (local / web) (21). She would have more time for the creative marketing and customer assistance if she had less returns (22).