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Persona template for: The recently divorced

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

Meet 'The recently divorced', named Martha

"My spouse has just left me. We’re splitting our assets and apart from everything else, it costs a lot more to live on your own"

Martha is beginning to realise the major differences in life when living alone.

This persona is motivated by finding a new life partner. This persona is 60, and lives close to the city . Martha is divorced/separated, has 2 children and is often kept busy with keeping in touch with her children.

People like Martha are not comfortable with technology.

She is willing to pay a premium for an authentic partnerhsip with an advisor she can trust.

How Acme Financial Pty Ltd can help Martha

Martha has come to Acme Financial Pty Ltd because Martha's goal is keeping her financial freedom without her ex-husbands help. Acme Financial Pty Ltd could help Martha with this goal by fully utilising her half of the previous engagement's assets, but one of the reasons why Martha has not yet engaged with Acme Financial Pty Ltd is because her ex-husband always handled the financials.

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

Learn how to make your website easier to use for 'The recently divorced' persona.

'The recently divorced' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Martha 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 if they have helped people like her before become financially independent She cannot find any case studies Present case studies on the website to show visitors that others in their situation have been helped before
Learning the basics of how investing her assets can help her in the future Content within the quick links is not web-friendly and has some difficult terminology for Linda Formatting the content within the quick links in a more web-friendly manor and having tool tips for better comprehension
Seeing what added value she will get from working with Shadforth instead of another company The ‘About us’ section tells the timeline of how Shadforth was created and awards that have been won but doesn’t highlight the points of differentiation Highlighting the unique benefits that Shadforth offers people like Linda and highlighting credentials and awards

Technology

Comfort level with technology

Martha is not comfortable with technology.

Time

Spare time

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

Jargon

Jargon familiarity

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

Social media usage for Martha

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

Facebook: low usage

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

Computer

Desktop / laptop

Martha uses a computer to access the Acme Financial Pty Ltd website while at home.

Tablet

iPad

Martha uses a tablet to access the Acme Financial Pty Ltd website only while she is at her daughter's house.

Mobile

Smart phone

Martha uses a mobile to access the Acme Financial Pty Ltd website when she is in her room for the night.

The recently divorced
Stats for 'Martha' insert_chart
  • Life-stage: retired
  • Age: 60 years
  • Annual income: under $5,000
  • Internet usage: once a month
  • Social media usage: not active
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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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
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