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Template for 'The ethical online shopper' persona, Tanya

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

Meet 'The ethical online shopper', named Tanya

"I spend a lot of money online and I want to make sure that I'm not buying products that are making the environment worse than it already is"

Tanya likes buying online, spends a quite a bit each money, but wants to feel good about her purchases.

This persona is motivated by career progression and shopping ethically. This persona is 30-40, lives in the suburbs and works in the city. Tanya is married, has 2 children and is often kept busy with balancing work and her family life.

People like Tanya are not comfortable with technology.

Tanya will often share buying tips with her friends.

How Acme Fashion can help Tanya

Tanya has come to Acme Fashion because Tanya's goal is to provide products for her family that are safe and chemical free. Acme Fashion could help Tanya with this goal by offering quality products with great customer service, but one of the reasons why Tanya has not yet engaged with Acme Fashion is unable to find details about the manufacturing process.


Comfort level with technology

Tanya is not comfortable with technology.


Spare time

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


Jargon familiarity

Tanya is not familiar with the industry specific terms that are used in the e-commerce industry.

Social media usage for Tanya

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

Facebook: medium usage
Twitter: low usage
LinkedIn: medium usage

Devices that Tanya uses to access the Acme Fashion website


Desktop / laptop

Tanya uses a computer to access the Acme Fashion website at work and at night.



Tanya uses a tablet to access the Acme Fashion website while watching TV.


Smart phone

Tanya uses a mobile to access the Acme Fashion website when traveling on public transport.

The ethical online shopper
Stats for 'Tanya' insert_chart
  • Life-stage: mid-way through their career
  • Age: 30-40 years
  • Annual income: $71,000 - $90,000
  • Industry: human resources (HR)
  • Internet usage: many times a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: not comfortable
  • English level: native

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More persona templates for the retail industry

See persona examples and templates created using our persona generator tool.

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
that are specific to your marketing strategy, then we have a number of articles for you below.

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