TAB Bank Personas
How we chose personas to help shape our strategies
Controller Cory
In order to best capture the target audience that TAB bank was trying to reach was to target the people who actually use the banking software and work with the banks specifically. They are the ones who tell their bosses what they want and what works for them. Our next step was to decide what this person might act like and what their schedule and interest might be. This is what we came up with:
Background
Cory is 45, makes 90k a year working for a tech job. He’s a married, account controller who is tech-savvy but is a little more traditional when it comes to financial software.
Goals
Cory wants his workday to be simplified. He want a bank with good software and an easy experience. He wants to be able to view and manage the finances of his organization quickly and easily.
Motivation
His motivation is to make his job as easy as possible. He wants to be able to make sure that he can be efficient so he can go home and see his family.
Challenges
He is okay with the bank his company uses and isn’t really interested in changing. He has had a lot of bad experiences with customer service from banks and loan officers. He doesn’t want to deal with long processes and slow websites any more. He’s comfortable with his bank and isn’t very inclined to change who he or his company banks with.
Bluetooth Brad
Our second persona was to made capture the business owners and entrepreneurs that are looking to start their business or improve it. If these companies are successful, they experience a lot of growth and a lot of people are looking for ways to manage that growth. This person would be really busy and constantly be looking for ways to make running a company easier:
Background
Bluetooth Brad is a CEO on his second start-up. He is well-connected to people in his industry and he has a high potential for growth. He is constantly plugged into his phone and checking on his business, current trends in the market and always tuned into his work.
Goals
Brad wants to be able to track and manage his finances personally and professionally. He wants a mobile app that can help him stay on top of his business with no lag or unnecessary steps. He wants a bank and app he can trust with his money, simple processes and competitive rates.
Motivation
He wants his business to succeed. He wants to channel his passion into his business and make sure that he’s doing everything he can to make sure he achieves his business goals.
Challenges
He doesn’t really trust banks. He’s had bad experiences with them in the past and is hesitant to trust a bank, particularly an online one. He’s overworked and doesn’t want to waste his time researching possible banking options.
Small Business Sara
We thought that a third persona would greatly benefit the strategy that TAB bank would use to increase their brand awareness. Social media is a market that many banks haven’t entered yet. We wanted to create a persona that embodied the kind of people on social media that TAB Bank would reach.
Background
Small Business Sara is a mom that runs a side-business selling baby clothes on instagram. It’s starting to take off but she doesn’t know how to manage her business finances. Because this is new to her, she’s looking for a bank with easy solutions that can help her on her path to a successful business.
Goals
Sara wants an app and a bank that is trustworthy and can teach her about managing her finances. She wants the bank to be accessible from her mobile phone, since that’s where she manages most of her business. She wants a simple and easy loan process
Motivation
This is the first time that Sara has managed a business. Because of this, she needs a trustworthy bank that is a good fit and solution for her needs.
Challenges
She doesn’t love the idea that she can’t walk into a bank and ask someone about her money. She doesn’t know how to apply for loans so she’s hesitant to switch from her personal account.
