{Persona- Assignment 5}

Persona for Nordstrom.com:
Name: Karen
Age: 45
Occupancy: Homemaker, Mother of two

Karen, a forty-five year old mother of two, spends her time taking care of her children and their home. Her oldest child is twenty and is currently a senior at the University of Michigan. Her son, the younger child, is eighteen and is a high school senior at the local public school, Torrey Pines. Karen’s typical day involves running, lunch with her friends, decorating/cleaning the house, feeding the pets, grocery shopping and making dinner. Karen spends a lot of time helping her family members and spends a lot of time online researching way to improve her children’s lives. The bulk of her time is spending on collegeboard.com, researching Universities for her son, and at online venders that allow her to send gifts to her daughter. Nordstrom.com is often the first source she visits because of her familiarity with the brick and mortar stores and because of the selection of products. Nordstrom.com covers the needs of each of her family members while also providing an entertaining web site. In searching for specific items she often visits Amazon.com and Bloomingdales.com, but if Nordstrom.com cares that product she opts to utilize her Nordstrom card. Karen has had a Nordstrom card for the past five years and has enjoyed receiving the benefits that come along with using this card. As a Nordstrom cardholder, she enjoys free standard shipping on all items purchased at Nordstrom.com. When Karen decides to order a product for her daughter she expects it to arrive at her University with causing any additional stress on her daughter. Karen does not have a specific budget that she must abide by, but as a smart shopper she rarely spends more then reasonable considering her household income (provided by her husband).
Karen is an early riser and usually gets her day started around 6 a.m. After she runs and does daily errands she ends up coming home around two to make herself lunch, a cappuccino and unwind in front of her Mac lap top that her two trendy children convinced her to buy. She typically visits Nordstrom.com to search around and keep herself entertained. She gets to this site by typing “Nordstrom” into Google search and then by clicking the main title of Nordstrom. When she finds a product that reminds her of her children she often emails the link to them asking what they think of the item. She will continuously visit the site and reevaluate this item before finally purchasing it. She appreciates that nordstrom.com saves all of her user information along with the address of her daughters University. Before purchasing she questions the size and imagines how her son/daughter/husband will react to the purchase. It would be helpful is Nordstrom provided a “suggestion” area that would lead her to items that were similar to previous purchases. She is not familiar with the new “conversation” area on Nordstrom.com that provides information to the latest trends, although she does enjoy the photos that appear on the home page.