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Template for 'The enthusiastic college applicant' persona, Sarah

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

Meet 'The enthusiastic college applicant', named Sarah

"I just want to find key info quickly about my financial support options, using my screen reader"

Sarah is finishing school and wants to start a degree next year.

This persona is motivated by getting into a good college. This persona is 17, lives in the suburbs and works in the suburbs. Sarah is single, has no children and is often kept busy with socialising and working at her casual job.

People like Sarah are comfortable with technology.

Sarah has other friends that also use assistive technology and they prefer using the websites that have a good standard of accessibility.

How Government Department can help Sarah

Sarah has come to Government Department because Sarah's goal is to eventually get a good job. Government Department could help Sarah with this goal by offering her financial support while she studies full-time, but one of the reasons why Sarah has not yet engaged with Government Department is she can't easily access all the content on the website using her screen reader and gets frustrated.

Website visit goals for www.department.gov

Learn how to make your website easier to use for 'The enthusiastic college applicant' persona.

'The enthusiastic college applicant' has recently been visiting websites in the Government sector and has arrived at www.department.gov. Sarah has found that most of the websites in the Government sector have similar messaging and wants to know the main points of difference of Government Department.

Important
Website goals Barriers How we can help
find out what financial support options are available to someone in her situation and life stage a menu structure that's not logical making the menu structure more intuitive

Technology

Comfort level with technology

Sarah is comfortable with technology.

Time

Spare time

On an average day, Sarah has plenty of spare time.

Jargon

Jargon familiarity

Sarah is not familiar with the industry specific terms that are used in the Government industry.

Social media usage for Sarah

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

Facebook: very high usage
Twitter: low usage

Devices that Sarah uses to access the Government Department website

Computer

Desktop / laptop

Sarah uses a computer to access the Government Department website at school.

Tablet

iPad

Sarah uses a tablet to access the Government Department website while watching TV.

Mobile

Smart phone

Sarah uses a mobile to access the Government Department website when traveling on public transport.

The enthusiastic college applicant
Stats for 'Sarah' insert_chart
  • Life-stage: finishing high school
  • Age: 17 years
  • Annual income: under $5,000
  • Industry: retail
  • Internet usage: many times a day
  • Social media usage: active
Relationships group
  • Marital status: single
  • Children: no
Education/skills school
  • Education level: a Certificate
  • Technical level: 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.

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  • create your own bespoke personas,
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