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Persona template for: The professional excited to retire

Save time and money by starting with this 'The professional excited to retire' persona example. Learn how to make your financial services website easier to use for Donna. By putting the user first (in this case Donna), you will be creating an experience that meets Donna's expectations, supports their goals and remedies any pain points. This persona example could be used for the financial services industry.

Meet 'The professional excited to retire', named Donna

"Well I’m over half way now. All of a sudden planning for retirement seems a lot more relevant – urgent actually"

Donna has worked hard for many years and is now looking to plan for her retirement.

This persona is motivated by putting her children through uni without having to work during that time. This persona is 53, lives in a rural area and works in a rural area. Donna is married, has 2 children and is often kept busy with work and taking care of her young children.

People like Donna are comfortable with technology.

Donna loves her job of taking care of disabled students but is ready to focus on her own children.

How Acme Financial Pty Ltd can help Donna

Donna has come to Acme Financial Pty Ltd because Donna's goal is retiring as soon as she can so she'll have more time to spend with her children. Acme Financial Pty Ltd could help Donna with this goal by planning out any future expenses that may arise, but one of the reasons why Donna has not yet engaged with Acme Financial Pty Ltd is she has not thought of her retirement until now.

Website visit goals for www.acme-fin.com.au

Learn how to make your website easier to use for 'The professional excited to retire' persona.

'The professional excited to retire' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Donna has found that most of the websites in the financial services sector have similar messaging and wants to know the main points of difference of Acme Financial Pty Ltd.

Important
Website goals Barriers How we can help
To see how far she is from being able to retire The information online is very generic and all-encompassing Having a user friendly online calculator where she can input costs specific to her; taking a holiday, sending a child to uni, buying a new car, etc
Seeing options that may suit her better, given her life stage, besides relying on super A strong focus on adding to super instead of supplementary options Listing other popular options potential retirees can follow if they are unhappy with soley relying on super
Research on how to smoothly transition into retirement Once she navigates to the 'Transitioning to retirement guide' the layout is difficult to scan and the graphic seems repetitive Formatting the guide in a web friendly manner and include visuals that add value to the content

Technology

Comfort level with technology

Donna is comfortable with technology.

Time

Spare time

On an average day, Donna has very little spare time.

Jargon

Jargon familiarity

Donna is not familiar with the industry specific terms that are used in the financial services industry.

Social media usage for Donna

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage

Devices that Donna uses to access the Acme Financial Pty Ltd website

Computer

Desktop / laptop

Donna uses a computer to access the Acme Financial Pty Ltd website in the mornings before she leaves for work.

Tablet

iPad

Donna uses a tablet to access the Acme Financial Pty Ltd website while she's watching tv with her family.

Mobile

Smart phone

Donna uses a mobile to access the Acme Financial Pty Ltd website when she is on the bus to work.

The professional excited to retire
Stats for 'Donna' insert_chart
  • Life-stage: preparing for retirement
  • Age: 53 years
  • Annual income: $71,000 - $90,000
  • Industry: teaching / education / training
  • Internet usage: once a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: a Postgraduate degree
  • Technical level: comfortable
  • English level: fluent

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
that are specific to your marketing strategy, then we have a number of articles for you below.

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