1. User Persona
Active: The desire to get out there.
Valet Job Facebook
Work Social networks
College: Graphic Design Myspace
Snowboarding Youtube
Online entertainment, video, Video Myspace
pictures, etc. Facebook
Play
Attending Snowboarding Yahoo
competitions/ Concerts Email
Offline Online Gmail
Hits the pub with friends
Shawn's Mindmap Onthesnow.com (snow reports)
Rents with roommates : 540$ Monthly
Snowboarding Transworld Snowboarding
Family back east in Virginia,
two younger brothers and a Youtube
sister.
TPB
Looking to settle in a community that shares Home
his passion. Want's to be apart of a niche, a Music iTunes
place of belonging. Pandora
Close to the slopes, Longmont is just
outside of Boulder and many snow
resorts.
Name: Shawn Renalds
Education: Goes to college for graphic design two days a week. He’s chosen this
major so that he can work with and in�luence the snowboarding /skateboarding
scene.
Employment: Part-time valet/bell boy job. Shawn only works so that he can play
later.
Location: Longmont, Colorado. Shares a condo with four other guys, paying around
540$ a month for rent. He’s around other peers that share his interest’s in
snowboarding.
Needs: Validation/Acceptance amongst peers, Grati�ication, Connecting
Wants: Share-i�ication, Ease of use, Durability, Low price point, Functional/stylish
tool.
Aspirations: Gain peer cred, Build self-esteem, to re-live the moment,
Self-expression.
Spare Time: When there is no snow, or he has time at home Shawn is watching
snowboard videos, listening podcasts, reading magazines, browsing websites and
his social network, and usually the TV is on in the living room.
POV on Advertising: “What has a brand done for me?” He has low expectations on
advertising, and he feels like there are no direct bene�its. Shawn’s group of friends
need a social link to/with the brand to become loyal. He’s the �lagship for his group,
so he’s always looking for new opportunities, latest gadgets, in order to keep being
“different” and try to infuse a trend among his peers.