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Persona template for: The caring grandmother

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

Meet 'The caring grandmother', named Anita

"I loved my work but it became all consuming"

Anita wants to spend time with her continuously growing family and to be able to travel.

This persona is motivated by her desire to travel with her family. This persona is 58, and lives in the suburbs . Anita is married, has 1 child and is often kept busy with scapbooking and taking care of her grandchildren.

People like Anita are not comfortable with technology.

While traveling she loves taking photos to document their adventures later.

How Acme Financial can help Anita

Anita has come to Acme Financial because Anita's problem is consolidating and simplifying their financial accounts. Acme Financial could help Anita with this problem by taking her through the steps of determining which records are important to keep and which are outdated, but one of the reasons why Anita has not yet engaged with Acme Financial is fear of having no control over their financials.

Website visit goals for www.acme-finance.com

Learn how to make your website easier to use for 'The caring grandmother' persona.

'The caring grandmother' has recently been visiting websites in the Financial services sector and has arrived at www.acme-finance.com. Anita 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.

Important
Website goals Barriers How we can help
to find an advisor that realizes her future is on the line. a hard to navigate website of alot of financial terms/diagrams. a more intuitive structure with current client references of their advisors

Technology

Comfort level with technology

Anita is not comfortable with technology.

Time

Spare time

On an average day, Anita has an excess of spare time.

Jargon

Jargon familiarity

Anita is not familiar with the industry specific terms that are used in the Financial services industry.

Social media usage for Anita

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

Facebook: medium usage

Devices that Anita uses to access the Acme Financial website

Computer

Desktop / laptop

Anita uses a computer to access the Acme Financial website while at home.

Tablet

iPad

Anita uses a tablet to access the Acme Financial website while watching TV at her daughters house.

Mobile

Smart phone

Anita uses a mobile to access the Acme Financial website when traveling on public transport.

The caring grandmother
Stats for 'Anita' insert_chart
  • Life-stage: retired
  • Age: 58 years
  • Annual income: $6,000 - $10,000
  • Internet usage: once a day
Relationships group
  • Marital status: married
  • Children: 1
Education/skills school
  • Education level: a Diploma
  • Technical level: not comfortable
  • English level: fluent

Download this persona

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More persona templates for the Finance industry

See persona examples and templates created using our persona generator tool.

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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.

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  • create your own bespoke personas,
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