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Template for 'The time-poor professional' persona, Tom

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

Meet 'The time-poor professional', named Tom

"I want to get a postgrad degree but not sure if I have enough time"

Tom and his wife just had their second child and he wants to get a better paying job so that they can keep the lifestyle they have grown accustomed to.

This persona is motivated by career progression. This persona is 30-40, lives close to the city and works close to the city. Tom is married, has 2 children and is often kept busy with work and raising their children.

People like Tom are very comfortable with technology.

He believes that if he could schedule his classes then he could make time for them even with their new child.

How Achme University can help Tom

Tom has come to Achme University because Tom's goal is upgrading his family home, but he first needs a better salary. Achme University could help Tom with this goal by helping to expedite his career path, but one of the reasons why Tom has not yet engaged with Achme University is worried he won't be able to schedule his classes around work and family life.

Website visit goals for www.acme.com

Learn how to make your website easier to use for 'The time-poor professional' persona.

'The time-poor professional' has recently been visiting websites in the Higher education sector and has arrived at www.acme.com. Tom has found that most of the websites in the Higher education sector have similar messaging and wants to know the main points of difference of Achme University.

Important
Website goals Barriers How we can help
Information on time commitment needed and scheduling options Not enough time to scroll through all the website pages Creating an intuitive layout so Craig can find the class time commitment section with ease and showing whether or not they are able to be personally scheduled
Find out information about online courses Unsure if online courses are right for him Promote the benefits of online courses and share case studies of people like Tom who may not have the resources to physically be in a classroom all the time
See if there is someone he can talk to about moving forward with his education in this stage in his life Unsure who to talk to or if he can speak to a university adviser if he is not a student Promote adviser's information on "Potential New Students" pages and encourage anyone with questions to make an appointment

Technology

Comfort level with technology

Tom is very comfortable with technology.

Time

Spare time

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

Jargon

Jargon familiarity

Tom is not familiar with the industry specific terms that are used in the Higher education industry.

Social media usage for Tom

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

Facebook: very low usage
Twitter: very low usage
LinkedIn: high usage

Devices that Tom uses to access the Achme University website

Computer

Desktop / laptop

Tom uses a computer to access the Achme University website at work.

Tablet

iPad

Tom uses a tablet to access the Achme University website while watching TV with his family.

Mobile

Smart phone

Tom uses a mobile to access the Achme University website when traveling on public transport.

The time-poor professional
Stats for 'Tom' insert_chart
  • Life-stage: raising children
  • Age: 30-40 years
  • Annual income: $51,000 - $70,000
  • Industry: sales
  • Internet usage: many times a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: a high school certificate
  • Technical level: very comfortable
  • English level: native

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More persona templates for the Higher education 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.

If you want to learn how to
  • create your own bespoke personas,
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