Personas Revisited - Are You One of Them? at VisitSweden Development Blog

Do you remember the previous post about personas? If not, read it here:
Creating Personas - the representation of an audience

Our online community personas have been ready for a while and I’ve finally translated them into english so they can be published here and shown to the whole wide world!
Well to you wonderful readers anyway

So if you’re curious, do take a look at the personas below and please answer the poll at the bottom of the post:
Are you one of our personas?
I don’t expect our descriptions to be spot on but if you feel you can relate to one of them it would be great to know. Also if you absolutely can’t relate to any of them say so. That’s also valuable information and if you comment and tell us more we might be able to adjust these personas accordingly. Thanks!

Evelin Jansen

(photo: Fredrik Schlyter / Naturbild)
35 years old from Holland. Lives in the calm suburb of Muziekwijk outside of Almere. She’s got two kids - a boy and a girl 9 and 12 years old. Often goes on holidays by car in Europe.
Also goes on charters now and then. Works as a lawyer.
Likes mobility and drives a Volvo XC90. Enjoys outdoor activities and vacations with hiking, bicycling or swimming.
Not much for the big city life.
Has been in Sweden before. Would like to visit an old colleague in Sweden.
Finds Sweden very exotic.

Higher goals with the visit to the online community:

To plan a holiday that will be a good story to tell
To find the hidden good spots to get to by car
To find alternatives to the classic holiday route in Sweden
To choose what part in Sweden to go to
To create and plan the perfect holiday route
To find stuff to do for the children

User role: consumer
Loyalty: visits on and off

Specific goals with the visit to the online community:

To see how far it’s from Rotterdam to Mora
To create a route and planning the stops along the way
To see which bicycle area that the family will like
To quickly find the information
To save potential holiday destinations for later use
To print the planned holiday route to bring along on the trip
To see what others have said about bicycling in Sweden
To see what other holiday routes are popular
To see if there’s a mini golf court close by the bicycle route

Hansi Möller

(photo: Johnér)
63 years old. Can communicate in english.
Lives with his wife in their house in Senden, a suburb to Münster in west Germany. They have four children that are grown up and married.
Hansi and his wife often enjoy bicycle holidays along the river Rhen. They also like cultural trips and cruises.

Higher goals with the visit to the online community:

To find several things to experience during the same holiday
To find ways on how to make the holiday more social
To be considered a good “travel planner” by his wife, family and friends
To find exotic destinations that none of his friends have visited before
To find out more and deeper information about the destination to be able to inform others during and after the holiday
To read other’s travel stories before his own holiday
To explore the possibilities on creating his own travel story after the holiday
To create his own travel story

User role: consumer and producer
Loyalty: recurring visitor

Specific goals with the visit to the online community:

To find other’s opinions about a specific cultural destination
To get in contact with somebody that’s been to the art week in Österlen
To find a nice restaurant for the visit to Österlen during the art week
To find good accommodation in Österlen during the art week
To learn how to make his own travel story and to see if it’s possible to do it during the holiday
To publish his own travel story and share it to his family and friends
To see if he can upload his photos here or if he should use another service like Flickr

James

(photo: Juliana Wiklund /Johnér)
29 years old. Works as a doctor. Will spend a weekend in Stockholm with his girlfriend. They enjoy shopping and eating in restaurants. They like adventurous holidays. James and his girlfriend enjoys the fast paced lifestyle but they also look forward to their holidays. The traveling is a part of their lifestyle. They plan and book their trip one month before the trip at the earliest. They usually go on a ski trip every January.
They don’t invest so much emotionally in the travel destination. Attracted to the fresh and popular stuff and activities. Pressed for time. The free time is precious.

Higher goals with the visit to the online community:

To find as much information as possible in the smallest amount of time
To do something extraordinary
To get the most up to date information
To confirm his choice of travel destination by reading other’s opinions
To build his personal brand
To find beautifully designed hotels through other users recommendations

User role: consumer
Loyalty: fleeting visitor

Specific goals with the visit to the online community:

To find the coolest photo exhibition right now
To find out what’s hot right now
To read others opinions on what he’s heard is supposed to be good
To see photos from other visitors
To see ratings of places and activities
To rate bars and hotels

Johanna

(photo: Jakob Fridholm /Johnér)
29 years old. Lives in Paris. Seeks out groups of Swedish people and Swedish organisations. Meets up with other swedes a couple of times every month. She’s does a lot of social networking. Likes to talk about Sweden. Unconsciously a national romantic. Feels the need to give others her top tips about Sweden.
Most likely an active tester in the beta phase of the online community development.

Higher goals with the visit to the online community:

To show that Sweden is a better place than the one she’s currently living in
To have an outlet of her national romantic feelings
To have a place to describe Swedish traditions
To stay in touch with typical Swedish stuff

User role: producer
Loyalty: recurring visitor

Specific goals with the visit to the online community:

To tell about her life in Paris
To answer other’s questions about Sweden
To take an active part in making sure good content is published about Sweden
To start a club about Sweden
To find other Swedes where she lives
To invite others to a meeting in Second Life

Thomas

(photo: Kindler /Johnér)
45 years old. Works as a teacher in Skellefteå, northen Sweden. Lives there with his wife and two small children. Very experienced internet user. Extremely patriotic to his local region.
Likes active holidays in northern Sweden but also treats the family on a sunny charter trip every other year. Loves to fish.

Higher goals with the visit to the online community:

To put his local town on the map
To try and get more foreign tourists to Skellefteå
To share his perspective on Sweden
To be seen and recognized by others on the online community

User role: producer
Loyalty: recurring visitor

Specific goals with the visit to the online community:

To update his member profile
To publish information about his local region
To show others how much attention he’s got on the online community

Are you one of our personas?

2 Responses to “Personas Revisited - Are You One of Them?”

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1 Daniel Aug 9th, 2007 at 8:14 pm

I couldn’t understand some parts of this article nas Revisited - Are You One of Them? at VisitSweden Development Blog, but I guess I just need to check some more resources regarding this, because it sounds interesting.
2 Tommy Sollén Aug 10th, 2007 at 12:36 pm

Hi Daniel!
Well I think you’ll understand more about this post if you read this one: http://devblog.visitsweden.com/2007/03/29/creating-personas-the-representation-of-an-audience/

There’s more info about Personas in general if you search wikipedia or google. Good luck!

VisitSweden Development Blog