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Persona template for: The retiree thinking about aged care

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

Meet 'The retiree thinking about aged care', named Gertrude

"We’re all living a lot longer now – and it seems people’s bodies often outlive their minds – that’s pretty scary – on a lot of levels. I mean first you have to have enough to keep you going but also good aged care is expensive right?"

Gertrude is worried that she will not have enough money to last her through aged care.

This persona is motivated by staying healthy long enough to see her grandchild graduate uni. This persona is 67, and lives in a rural area . Gertrude is widowed, has 1 child and is often kept busy with playing bingo with her friends.

People like Gertrude are not comfortable with technology.

Enjoys writing letters to her grandchildren because it has a more personal touch then talking over a phone.

How Acme Financial Pty Ltd can help Gertrude

Gertrude has come to Acme Financial Pty Ltd because Gertrude's goal is being able to pay for her own aged care. Acme Financial Pty Ltd could help Gertrude with this goal by investing the extra assets she has available so they grow, but one of the reasons why Gertrude has not yet engaged with Acme Financial Pty Ltd is she has never thought about investing her money before.

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

Learn how to make your website easier to use for 'The retiree thinking about aged care' persona.

'The retiree thinking about aged care' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Gertrude 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 learn the basics of how investing will help Gertrude pay for her aged care Too many financial terms that she does not understand Provide further explanation of key financial term via tool tips throughout the explanations or a glossary
Seeing the different options for assisted living An abundance of paths once in the 'aged care' section Making the area clear where Gerturde can learn her true financial position regarding aged care posibilities. Then providing her with the options suitable to her
Researching the different costs associated with enrolling into aged care The explanations provided for the 'Types of fees' are basic and definitional Incorporate more real world examples within the fee explanations for a better understanding

Technology

Comfort level with technology

Gertrude is not comfortable with technology.

Time

Spare time

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

Jargon

Jargon familiarity

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

Social media usage for Gertrude

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

Facebook: medium usage

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

Computer

Desktop / laptop

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

Tablet

iPad

Gertrude uses a tablet to access the Acme Financial Pty Ltd website while watching TV.

Mobile

Smart phone

Gertrude uses a mobile to access the Acme Financial Pty Ltd website when traveling on public transport.

The retiree thinking about aged care
Stats for 'Gertrude' insert_chart
  • Life-stage: retired
  • Age: 67 years
  • Annual income: under $5,000
  • Internet usage: once a month
  • Social media usage: active
Relationships group
  • Marital status: widowed
  • Children: 1
Education/skills school
  • Education level: a Diploma
  • Technical level: not 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
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