target audience persona “when joseph and i were house-hunting, we looked at so many places. it...

Target Audience Persona

“When Joseph and I were house-hunting, we looked at so many places. It seemed like hundreds of properties, but when we saw this one, we were sold. The backyard was perfect for me...now, I have a flower garden, an herb garden and a few vegetables (fresh bell peppers are the best). I make a lot of trips to the garden center, and I spend quite a bit of time online researching my upcoming projects. My current project is getting the garden ready for spring…it’s not far away, and I’ve found some new things I’d like to try this season.”

VioletHome Gardener

“My garden is my sanctuary, a little place of my own to get away, to rest, to recharge. I never feel more connected to life than when I’m cradling a plant by the roots, setting it into the ground.”

My Story

My Web Usage• Frequent web user and experienced with online search.• Spends a fair amount of time looking for gardening information

and tips.• Works from home occasionally, and knows how to use VPN.• Regularly surfs gardening websites.

My Goals on the Site• Information on seasonal planting tips.• Specific product information on fertilizers, plant foods, pesticides

and what sort of effect these products can have on the environment.

• Get recommendations for my garden based on the layout, soil content and exposure to sunlight.

• Get details on what sort of new gardening tools are available.

My Path to This Site• I spoke to a neighbor about hardware stores in the area, then

looked up Lowes’ URL.

DIY - 37 years oldDIY- Beginner - Intermediate

My Special Needs• None

Lowes Home Gardener


“Mom and dad weren't the handiest people with a set of tools, so they used a lot of contractors while I was at home. Now that I'm married and have a place of my own, I want to learn how to do more of my own home improvements and repairs. It just makes sense, budget-wise, but I know I have a lot to learn. I've used the web to learn about tools and how to use them, and sales clerks at Lowes are always helpful. I’ve started shopping for garage storage units, since all the new tools, yard equipment kids bikes and sports equipment are making it harder to park the car. I still seem to break more than I fix, but it's getting better. Even my wife, Pam, says so.”

RodAspiring Handyman

“I’ve tried to commit to doing more of our home repairs myself, and it’s been a challenge. A leaky water heater at 3 a.m. is never fun; even less so when you don’t know what to do next. I learned the hard way.”

My Story

My Web Usage• Frequent web user at work and home.• Casual use includes following some sports online.• Quick to consult the web when a home repair emergency occurs.

My Goals on the Site• Find instructions, beginning with basics for individual projects that

I’m interested in taking on.• See step-by-step guides for emergency home repair, with tool and

material lists.• Get recommendations on who I should call if I get in a jam.

My Path to This Site• Looked it up on Google.

35 years oldDIY – Intermediate +


Lowes Novice Handyman


“We bought this house about 12 or 13 years ago, when Sara was just about to start junior high. Now she’s graduated college and off to start a new job, and we have big plans for her old room. But first, we’re going to remodel the kitchen…we’ve wanted to replace the cabinets and countertops for years. Diane is especially excited about the project, and she’s had a great time doing some online shopping and research. Besides, every little improvement increases our home’s value.”

Jack and DianeRemodelers

“We’ve wanted to do some home remodeling for years, and now that Sara has graduated from college, we have some additional space to work with.”

Our Story

Our Web Usage• Online relatively often; keeps in touch with their daughter via

email.• Surfs sites for news and information on home improvement

projects, especially projects that show “before” and “after” photos.

Our Goals on the Site• We’d like to see home remodeling plans.• Shopping and price comparison.• Research what sorts of tools we’ll need for specific projects.• We’d like to see recommendations for things like paint, wallpaper

and some additional furnishings such as lighting.

Our Path to This Site• Searched out the URL after seeing a link in a newsletter.

56 and 53 years oldDIFM - Beginner

Our Special Needs• We want to see clear images of Lowes inventory online.

Lowes Remodelers


“I’ve been a stay-at-home mom for years, and since Tom and I have often hired help for chores around the house, I’ve had a little more time than many women for my own pursuits. And ever since we had this house built to our specifications, it’s been a joy to decorate. Every season gets its own theme; every holiday gets a special treatment. The local newspaper even spotlighted our house in a big Sunday feature story a couple of years ago. And now, I’ve gotten some plans that I love for a new deck. I never knew I’d ever learn so much about composite materials…I feel like a contractor! I don’t know if the neighbors are envious or not, but I’d kind of like to think that maybe they are just a little.”

PamelaHome Lover

“I’ve worked hard to put together a house that stands out as a showcase for the neighborhood. We’re proud of our home, and my husband and kids enjoy seeing what I come up with next.”

My Story

My Web Usage• Frequent web user.• A fan of Martha Stewart.com, Dwell magazine online and Nigella

Lawson’s Living Kitchen collection.

My Goals on the Site• I like a good room planner section in the site. I love room planners,

since I’m always redecorating and reinventing my favorite spaces.• I’d like to see online showcases for wall coverings and room

accessories.• I tend to buy a lot of items online for delivery, so easy-to-follow

checkout areas are a must.

My Path to This Site• Found it while doing a Google search for something else.

47 years oldDIFM - Beginner


Lowes Home Lover


Mathew and JessicaFirst-Time Homeowners

“Our house is our biggest purchase ever, and we're already discovering how much work goes into being a homeowner. We want to learn how to do as much of our home improvement as we can.”

Our Story

Our Web Usage• Experienced with the Web.• Uses the computer daily for email.• Surfs a few websites for building and repair tips, plus some

shopping and price comparison.• Shops online often, buys online occasionally.

Our Goals on the Site• We want to be able to research home repair tutorials online, with

guides for what tools and materials we’ll need.• An emergency help hotline/chat area online would be great for

repairs that can’t wait.• For the things we can’t fix, Lowes installation service would be

helpful.

Our Path to This Site• Email from Lowes after new address was captured by USPS.

28 and 26 years oldDIY – Intermediate

Our Special Needs• We want a clear and simple website that leads us quickly to the

paths we want.

Lowes

“We were married not long after college, and our first jobs took us around the country. We moved from one rental to the next, but the goal was to buy a house. Finally, this year it happened. Mathew and I were in great jobs, and living in New England with our 3-year-old daughter Kimberly. We bought a place near the city, and now we’re learning first-hand what home improvement is about. We’re starting with Kimberly’s room, and I want to find some window treatments that will help cut down on the afternoon sun.”

First-Time Homeowners


AntonioWeekend Handyman

“I enjoy my home projects, and I always like having the right tool for the right job. My wife says I have too many tools, but when you have a project that needs a crescent wrench, you learn pretty fast that nothing else will do.”

My Story

My Web Usage• Familiar with the web, not a frequent surfer.• Tends to be task or project-oriented; looks for project-specific

information.• Enjoys shopping online, but prefers to buy in person.• Uses email to keep in touch with his son at college.

My Goals on the Site• I want see what’s new in hardware, and I’m always interested in

user reviews.• I like seeing store layout diagrams, because sometimes, I just

want to get in and out quickly, and a map can be handy.• I enjoy advance information regarding upcoming in-store

demonstrations of new tools, especially if there’s some hands-on time for a tryout.

My Path to This Site• I found it listed in a product flyer I picked up at my neighborhood

Lowes.

52 years oldDIY - Advanced

My Special Needs• A clear and simple website that leads me to the paths I want.• A good display of Lowes products.

Lowes

“I’ve always enjoyed taking on a new home project, since it gives me an excuse to see what’s new at the hardware store. Tools are kind of a hobby and kind of a passion for me, and I always have ideas for fixing up something around the house. Sometimes I need a little help when I run into something unfamiliar, but I’ve learned when to ask for someone to bail me out. Like last month, when I had to replace the ceiling fan in the family room, and I had some trouble with the installation (it’d be nice if they were easier to install).”

Weekend Handyman


“The breakup wasn't contentious, thank goodness, but when the rules for life suddenly change when you hit 40, you have to reconsider a lot of things that used to be taken for granted. Now, if the washing machine breaks, I either have to fix it myself or call a plumber (or a friend that knows plumbing). The ex and I share custody of our two boys, which adds a little more complexity to the situation. I find that I need to do as much preparing and shopping online as I can, since that is the quickest and most economical way right now. A good example is the refrigerator…it’s been having issues for a long time, and now it’s leaking. I’m on my own, so it’s become my next project.”

AnitaNewly Single

“After my divorce, I found myself starting over in so many ways I never expected. What used to be team projects were now solo projects, and sometimes I have to scramble to keep up and keep things within my budget.”

My Story

My Web Usage• Fairly frequent web user.• Uses email and IM to keep in touch with her sons.

My Goals on the Site• I’d like an emergency help hotline/chat area for repairs that can’t

wait, or a contractor referral service.• I want to be able to research home repair tutorials online, with

guides for what tools and materials I’ll need.• Buying online is looking more like an attractive option for future

purchases.

My Path to This Site• I visited my local Lowe’s for help with a home appliance repair

project.

40 years oldDIFM – Beginner

My Special Needs• I never know where I’ll need to focus on home repairs, so I’ll need

a space that’s easy to explore.

Lowes Newly Single


KevinRental Property Owner

“I bought my first rental property about 15 years ago. I made a lot of mistakes early on, but I kept learning. Now I have almost a dozen units on the east side, a couple in the north end and I’m looking at a few new neighborhoods.”

44 years oldDIFM – Intermediate

Lowes Rental Property Owner

“My grandfather dealt in real estate all his life, and he taught me about managing rental properties. He even helped me finance my first property. Now I have units in several states, and my goal is to always keep a property occupied, and to get them ready for rental quickly when they're vacated. This means that sometimes I have to move fast to get an apartment or a duplex ready to show. I need a hardware store that can have my regular orders...such as paint and cleaning supplies...available quickly, as well as bigger items, like the built-in microwave I had to replace in one of my Arkansas units.”

My Story

My Web Usage• Fairly often. Sometimes get emails and IMs from tenants.• Exploring alternate advertising avenues for rental properties.• Browsing real estate listings online for new property leads and

researching trends in rental pricing.

My Goals on the Site• I’d like an area that allows me to maintain a list of standard orders

that can be filled and ready for pickup on the same day.• I’d like a feature that allows me to check the status of special

orders.

My Path to This Site• Awareness of the store chain.

My Special Needs• None.


“We bought some simple but nice furniture and that help after we got married, but we still have stuff laying around on tables and we have some nice photos of the wedding and our family we’d like to display. Some nice shelves in the living room and bedroom would really help. Since we’re renting we need to invest in things we can take with us when we move but still help us feel at home”

Sean and VickiRenters

“We started out as friends, but before you know we were dating and now we’re married. I guess it time to do the domestic thing. So our ratty dorm furniture won’t do and we also need to get a little more organized”

Our Story

Our Web Usage• We live on line, that’s how we keep in touch with all our friends

and we love gaming.• We’re growing up a little and banking and research and shop

online for things we need.

Our Goals on the Site• Looking for ideas on how to make the most of a small space and

definitely on a budget.• Get information on the materials and tools needed for our project,

with amounts and some price comparisons.• See screenshots and video samples of finished projects.• Would consider making more purchases online for some items.

Our Path to This Site• We found the site while surfing.

23 and 24 years oldDIY – Beginners

Our Special Needs• We thought getting married would help us save money but

somehow it’s costing us more and we haven’t learned to budget well yet, we still like to have a lot of fun.

Lowes Renters


Isabel and JuanHome Repairs

“We’re not on a super-tight budget, but when we do any sort of work on the house, we want to do it right the first time. We buy the best materials we can afford, and we get help if it’s a complicated job.”

Our Story

Our Web Usage• Very experienced with the Web.• Uses the computer daily.• Surfs websites for building and repair tips, consumer reviews and

professional recommendations.• Shops online often, buys online occasionally.

Our Goals on the Site• We want to be able to search for specific home improvement

items, by brand or by things like color or finish.• Lists of best-rated and best-selling home improvement products

would be helpful, especially if they include user ratings and comments.

Our Path to This Site• Familiar with Lowe’s as a regular customer.

40 and 39 years oldDIY – Have to

Our Special Needs• None

Lowes

“Don’t let anyone fool you…being a homeowner is a full-time job, but maybe we work at it harder than most. Isabel and I are always finding things to do around the house, and now that the kids are old enough to start helping out, everyone has chores on the weekend. We tend to be careful shoppers, doing a lot of research before we buy. Right now, we need to replace the bathtub faucets in the master bath. All the fixtures in the room are a particular shade of brushed nickel, and we want to match everything as closely as possible.”

DIY Home Repairs


ChrisHome Handyman

“I inherited my love for handiwork from grandpa and dad, as well as a lot of their old tools. They taught me everything I know, and I use their lessons every day.”

48 years old

Lowes Home Handyman

“Dad was a hard guy to please, and I guess I am, too. He took a lot of pride in his work, and that rubbed off. Maybe I’m a perfectionist, but I know what I want, and I won’t accept something less, especially when it comes to fixing things up around the house. Just recently, I needed to replace my circular saw. I use a particular brand of power tools that all use the same type of rechargeable battery, so I wouldn’t consider any other brand. My local Lowe’s didn’t carry the model I was looking for, but a Lowe’s in another state had it in stock. I placed my order, and they shipped it direct. I had it in no time, and I was back in business.”

My Story

My Web Usage• Moderate use, does some research for specific projects.• Keeps in touch with friends and family via email and IM.

My Goals on the Site• Able to find specific favorite hardware brands easily and check

stock in my local store.• Would consider offering home improvement advice online

occasionally in a moderated chat forum.

My Path to This Site• Directed to the site by a Lowe’s associate.



“I’ve always been a jack-of-all-trades, just like my pop. He fixed everything around the house, and I was always tagging along. Years later, when I was working as a delivery truck driver, my wife and I bought a house. It wasn’t long before my neighbors would see me working on home projects. Someone would ask for advice on how to fix their lawn sprinkler, someone else would ask if I knew anything about roofing. One thing led to another, and now I’m in business for myself, and I’ve got enough work to keep me busy most of the year.”

CarlosProfessional Handyman

“I’ve been working in my neighborhood for years. The business started by word-of-mouth, and now I’ve got a pretty long list of regular customers, and enough business to let me hire my brother-in-law.”

My Story

My Web Usage• Almost none.

My Goals on the Site• Since I’m rarely online, I have no real goals.

My Path to This Site• Never been to the site.

38 years old

My Special Needs• N/A

Lowes Handyman

Bringing This User Online• Features such as tracking special orders, checking store inventory

and finding alternate products for special projects could appeal to this type of user. An in-store computer kiosk could be an entry point for this user to begin exploring online alternatives.


WilliamBuilding Contractor

“Business has been good for the past couple of years, and I almost always have several projects going on. Building relationships that you can trust is key to getting the best, whether it’s employees, other contractors, clients or wholesalers.”

42 years old

Lowes Building Contractor

“My father and his brother Ray started this company, and I worked with it off and on the whole time I was growing up. I spent summers carrying drywall mud and stacking lumber all the way through high school. When dad retired, Ray asked me to take a bigger role with the company, since I’d been raised in the business. I took it all over when Ray retired, maintaining many of the same relationships that they’d built over the years. All the clerks at the hardware store know my name, and I know which ones can help me the most with particular projects.”

My Story

My Web Usage• Online a few times a week.• Send and receive email from subcontractors.• Occasionally conduct research online for job bids.

My Goals on the Site• I don’t typically have a lot of time for Internet use, so I like finding

what I need quickly, without a lot of searching.

My Path to This Site• Sales clerk recommendation.



GeraldLandscape Professional

“I started my business with a lawnmower I borrowed from dad when I was 12. By 15, I was mowing every yard in the neighborhood. Now, 10 years later, I have my own landscape business and some great projects on the horizon.”

25 years old

Lowes Landscape Professional

“I never thought that after all these years, I'd still be out there doing yard work. Of course, now it's a living instead of money for video games, and my landscaping business is doing really well. I have enough work to keep me very busy, but one day, I'd like to hire a few people and dedicate a little more of my time continuing my education and learning more landscape design techniques. Perhaps I could do some of that online one of these days...”

My Story

My Web Usage• Infrequent at work, more casual use at home.• Some online gaming.• Keeps in touch with friends and family via email and IM.• Considering a small business website in the future.

My Goals on the Site• Able to quickly find specials that pertain to my business.• Able to quickly check the status of special orders.

My Path to This Site• Followed a link from another landscaping business website.



RayCommercial Building Manager

“I manage an 18,000 square foot office space for my company, and getting new tenants is always a challenge. We customize the spaces to their needs, so hardly a week passes that I don’t have some serious remodeling going on.”

56 years old

Lowes Commercial Building Manager

“I started work with the company not long out of college, and I've managed a variety of properties over the years. Each have their own challenges, and keeping up with renovations and repairs is just one piece of the puzzle. Complying with various city, state and federal codes feels like a full-time job some days, and I usually don't have the time to shop around...I just want to make one call and send one of my guys after the order.”

My Story

My Web Usage• Frequent, but not typically for surfing at work.• Checks status of company web page for current rental

information and property availability at other locations.• Sometimes searches for specific building

maintenance/improvement items online.

My Goals on the Site• I want to complete orders quickly and have my items ready to be

picked up with a minimum of downtime. • I’d like a “frequently bought items” list that I can simply point to

and click for delivery.• Would consider buying online in some circumstances.

My Path to This Site• Previous manager of my property told me about the site.


target audience persona “when joseph and i were house-hunting, we looked at so many places. it...

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