The Latest on The Personas

Samantha Nabiri

Pertinent demographic info:

• Works seasonally

• Private business farm owner

• Has individual contracts with stores to sell their products

• Livelihood is dependent on the farming business

• Wants to continue passing down family business

• Usually sell directly to the consumer

• Transparency to the consumer

Tasks, routines, needs of the product/service we're building:

• Needs to be able to produce enough to make ends meet

• Needs to make sure their land stay healthy so they can continue farming

• Wants to be able to continue producing quality products

• Try to use as little pesticides as possible

Outcomes they want to achieve:

• Job Security

• Greater Crop Yield

• Produce quality crops (crops with lower nutrients can look visually less appealing)

• Wants to keep land healthy to be able to continue growing quality crops

Susan Allen

Pertinent demographic info:

• Shops bi-weekly

• Has weekly food budget

• Middle class consumer

• Is shopping for a family of four

• Cares about sustainability

Tasks, routines, needs of the product/service we're building:

• Needs to be able to get groceries easily

• Needs to be able to afford food

• Wants to buy more fresh produce (eat healthier)

Outcomes they want to achieve:

• Buy affordable foods

• Buy tasty foods

• Buy items greatest in quality and quantity

• Buy within a budget

• Quality is the top priority, with price following

Jill Baker

Pertinent demographic info:

• Manages and Operates grocery store

• Works 9-5

• Manages 40 employees

  • Around 10 employees per shift

• Gets produce shipments 3 times a week

Tasks, routines, needs of the product/service we're building:

• Need to have items in stock

• Receive quality items and send back whatever isn't up to standard

• Sell stock before food goes rotten

• Give back to the community

Outcomes they want to achieve:

• Provide fresh and high quality products for consumer

• Support local business for appearance and brand purpose

• Support local business to continue building the local economy

• Ensure that nearby environment stays healthy and visually appealing

• Reduce amount of produce wasted at the end of the week by doing food donations

KEY:

- Red = Added Revisions to Persona

- Blue = Remove from Persona

Takeaway:

Our personas were revised slightly. We added information that we collected from the surveys. The changes we made are written in pink. We learned that the farmers usually sold directly to the consumers rather than selling to stores. They also try to be honest with their customers. If they use pesticides, they tell their customers. What we learned about the consumer is that they prioritize quality over price and they care about sustainability. What we learned about stores is that they don't really consider the environment into consideration. They are mostly concerned with the quality of the products and reducing waste. Some stores that we interviewed donated food that they were not going to sell.