AncestryDNA Personas
AncestryDNA is adding a health information package to their existing DNA kit. The kit can already pinpoint where your ancestry comes from anywhere in the world. To help reach consumers, we’ve constructed two personas to help identify our target user base.
Primary Persona: Gregory Gables, the concerned father.
Gregory is a family man. He has a wife and two kids at the age of thirty-three. One a toddler, the other barely three months old. His daily routine involves waking up and getting ready to go to his job as a Sales Rep at XYZ Inc. He helps his wife deal with the kids in the morning before heading off. At his job he’s mainly on his laptop going from meeting to meeting, meeting clientele, and doing paperwork. Gregory then heads home. He helps with the chores and kids once more before winding down on his phone with social media and various other entertainment options.
His primary concern is making sure his family is taken care of. He has a health insurance plan but he knows things can just pop up out of nowhere. He would like to know what diseases he could get a handle on ahead of time so he can take the necessary steps to help his family out in the future. AncestryDNA’s health package helps with not only giving accurate ancestral information but what diseases he and his family are predisposed to. He scrolls up and sees a friend who just used AncestryDNA’s kit to discover their ancestry but also sees that they now know their family is predisposed to ABC disease. Gregory immediately hops on to his laptop and starts to order it to find out what diseases he could be predisposed to.
Secondary Persona: Carol Johnson, the peaceful librarian.
Carol begins her day getting ready for her job at the library. She talks to her husband before heading out. At her job, she talks with the other librarians she’s over, discussing orders and events. She mainly uses computers for work and Facebook. She never really uses it for her interests. At her work, she does look up books on her ancestors that are known to her from her parents. But she’s always wanted to know more.
When she gets home she does a few chores before settling down to watch some TV. On the TV, she sees a commercial for AncestryDNA and sees how she could be learning about her ancestry through her DNA. She walks to her computer and orders a kit.
AncestryDNA’s approach should be to encourage people to share their experiences on social media by either giving discounts on the service for some odd amount of months or a discount on future purchases of the kit for her husband and her kids.
