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Template for 'The grandma leaving an inheritance' persona, Shelby

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

Meet 'The grandma leaving an inheritance', named Shelby

"I always wanted to leave the kids with some money when I pass but I don’t know how to go about setting that up"

Shelby wants to be able to leave some money to her children but doesn't think she has saved enough to do so.

This persona is motivated by making an impact on her children's lifestyles. This persona is 69, and lives in a rural area . Shelby is widowed, has 2 children and is often kept busy with talking with her children/grandchildren.

People like Shelby are not comfortable with technology.

When her parents passed away they did not have a valid will set up so majority of their assets were never passed down.

How Acme Financial Inc can help Shelby

Shelby has come to Acme Financial Inc because Shelby's goal is leaving enough to help all of her grand-children. Acme Financial Inc could help Shelby with this goal by organising her assets and dividing them up evenly, but one of the reasons why Shelby has not yet engaged with Acme Financial Inc is she fears getting taking advantage of.

Website visit goals for www.acme-fin.com

Learn how to make your website easier to use for 'The grandma leaving an inheritance' persona.

'The grandma leaving an inheritance' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com. Shelby 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 Inc.

Important
Website goals Barriers How we can help
Making sure she sets up her Will the correct way There is basic information online about what can go wrong but not how to fix it Laying out the beginning steps to setting up a valid will. And offering personal guidance to ensure the transfer of assets
Researching the different ways you can go about passing down personal assets Must thoroughly search the site for the different ways to ‘Leave a legacy’ Having a general page comparing/contrasting the different options available for transfering assets
Trying to get in contact with an advisor that specialises in estate planning Most all advisors are claimed to be specialised in all areas Have a more specific filtering tool to put people like Shelby in contact with the right professional

Technology

Comfort level with technology

Shelby is not comfortable with technology.

Time

Spare time

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

Jargon

Jargon familiarity

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

Social media usage for Shelby

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

Facebook: high usage

Devices that Shelby uses to access the Acme Financial Inc website

Computer

Desktop / laptop

Shelby uses a computer to access the Acme Financial Inc website while she eats lunch at home.

Tablet

iPad

Shelby uses a tablet to access the Acme Financial Inc website if she goes to the park for the day.

Mobile

Smart phone

Shelby uses a mobile to access the Acme Financial Inc website sometimes while laying in bed.

The grandma leaving an inheritance
Stats for 'Shelby' insert_chart
  • Life-stage: preparing a last will and testament
  • Age: 69 years
  • Annual income: $6,000 - $10,000
  • Internet usage: once a week
  • Social media usage: active
Relationships group
  • Marital status: widowed
  • Children: 2
Education/skills school
  • Education level: a Certificate
  • Technical level: not comfortable
  • English level: conversational

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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,
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