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Persona template for: The hard working police officer

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

Meet 'The hard working police officer', named James

"I want to make sure that my loved ones could continue to live the same lifestyle even if I passed away unexpectedly"

James is a police officer who fears if something were to happen to him, his children would not be financially stable.

This persona is motivated by providing for his loved ones. This persona is 40-50, lives in the suburbs and works close to the city. James is divorced/separated, has 2 children and is often kept busy with staying in shape for work.

People like James are not comfortable with technology.

He enjoys biking past his children's school during their lunch break to see if he can see them hanging out with friends outside.

How Acme Insurance can help James

James has come to Acme Insurance because James's problem is he does not think he has a valid Will set up. Acme Insurance could help James with this problem by laying out the best practices of setting up a valid Will, but one of the reasons why James has not yet engaged with Acme Insurance is he does not want to input his financials online.

Website visit goals for www.acme-insurance.com

Learn how to make your website easier to use for 'The hard working police officer' persona.

'The hard working police officer' has recently been visiting websites in the Financial services sector and has arrived at www.acme-insurance.com. James 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 Insurance.

Important
Website goals Barriers How we can help
Comparing the different insurance options available to people like James He doesn't believe that the rate shown is what he will be charged because of his occupation Showing the beginning rates for the options and offering specialised help for certain situations

Technology

Comfort level with technology

James is not comfortable with technology.

Time

Spare time

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

Jargon

Jargon familiarity

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

Social media usage for James

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

Facebook: low usage

Devices that James uses to access the Acme Insurance website

Computer

Desktop / laptop

James uses a computer to access the Acme Insurance website at home after dinner.

Tablet

iPad

James uses a tablet to access the Acme Insurance website while watching TV.

Mobile

Smart phone

James uses a mobile to access the Acme Insurance website when taking breaks on his bike.

The hard working police officer
Stats for 'James' insert_chart
  • Life-stage: preparing a last will and testament
  • Age: 40-50 years
  • Annual income: $51,000 - $70,000
  • Internet usage: once a day
Relationships group
  • Marital status: divorced/separated
  • Children: 2
Education/skills school
  • Education level: a Certificate
  • Technical level: not comfortable
  • English level: native

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More persona templates for the Financial services 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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