Persona 2
"Quality over quantity; in a world full of options, it’s the informed choice that leads to true satisfaction."
—Davidson
Alex Davidson
Personal Information
Name: Alex Davidson
Age: 24
Location: Seattle, WA
Profession: Software Engineer
Technical Proficiency: Highly tech-savvy, proficient with various online tools, prefers using desktop computers for detailed research and decision-making processes.
Back Story
Alex is a software engineer who enjoys technology but is also a cautious buyer when it comes to making online purchases. Unlike frequent shoppers, Alex only shops online occasionally, often for high-ticket or tech-related items. He enjoys the process of comparing products, reading in-depth reviews, and making well-informed decisions. With a preference for accuracy and reliability, Alex spends significant time researching before committing to a purchase. His desktop computer is his primary device for online shopping, as it allows him to have multiple tabs open for side-by-side comparisons.
Goals
Informed Decisions: Alex's primary goal is to ensure he is getting the best product for his needs by thoroughly comparing features, specifications, and prices.
Detailed Reviews: He seeks comprehensive, trustworthy reviews from both experts and users to help him feel confident in his purchases.
Accurate Product Descriptions: Having clear, accurate, and detailed descriptions of product features and specs is critical to Alex.
Frustrations
Misleading Information: Alex gets frustrated with product descriptions or reviews that are vague or inaccurate, leading to potential dissatisfaction after purchase.
Lack of Detailed Comparisons: He dislikes platforms that don’t offer easy side-by-side product comparison tools.
Inconsistent or Biased Reviews: Platforms with biased, overly positive reviews or those lacking transparency in feedback cause Alex to distrust the site.
Difficult Checkout Processes: He finds it annoying when checkout systems are not intuitive or don’t offer adequate security assurances.
Motivations
Trustworthy Information: Alex is motivated by platforms that offer unbiased, well-rounded reviews and detailed, transparent product specifications.
Security: Ensuring a secure payment process is a priority for Alex, as he is conscious of data protection.
User Control: He prefers having control over his research process, including the ability to access detailed product filters and comparison features.
Ideal Experience
A robust, desktop-optimized shopping platform that allows for in-depth product comparisons with detailed filters for specs, brands, and features.
Access to detailed, honest reviews from both experts and verified customers, with an emphasis on transparency in ratings.
Accurate and comprehensive product descriptions with clear images, including a section for technical specifications.
A simple, secure checkout process with multiple payment options that emphasize security features such as encryption and fraud protection.
An intuitive user interface that supports multi-tab browsing, helping Alex seamlessly navigate between different products during his research phase.