I have already used these Personas, retroactively, to analyse the data which I gathered from the user focus heatmaps in this section: User Focus and Attention Heatmaps

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Persona 1 - First Time Shopper

Pain Points

• Cluttered Product View
• Unclear Pricing
• Empty Product Pages that are not signposted

Backstory + Demographics

• First time using darksphere.co.uk to buy tabletop game products
• Not much experience with Tabletop Games
  • Fan of Board Games

Motivation - What do they want to achieve?

• Browse new and exciting products
• Find products of a specific category quickly
• Look at a wide range of products from a broad category in order to find good prices and deals </aside>

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Persona 2 - Returning Customer

Pain Points

• Changing or hard to navigate Product View

Backstory + Demographics

• Has previously been a customer at darksphere.co.uk
• Some experience with Tabletop Games
  • Fan of a specific faction from a specific miniatures game (e.g. Space Marines from Warhammer 40k)

Motivation - What do they want to achieve?

• Find new releases within categories that they are a fan of
• Access products saved in a previously created shopping basket
• Easily access the products page that lists all products from their favourite subsection of their favourite game </aside>

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Persona 3 - Customer of the Physical Location

Pain Points

• Information about Shepherd’s Bush Location difficult to find
• Website focus on online customers

Backstory + Demographics

• Shops at and/ or goes to events at the Shepherd’s Bush Location
• Lots of experience with Tabletop Games
  • Willing to try newly released games and games that they haven’t tried
  • Fan of multiple factions from a variety of miniatures games (e.g. They collect Orks and Necrons for 40k, Skaven for AOS and want to start collecting Malifaux)

Motivation - What do they want to achieve?

• To know what the latest products, pre-releases and pre-orders are in-store
• To know when the store is open (quickly, and often in a mobile view)
• To know and keep up to date with what events are happening at the store </aside>

View the Miro Board, which includes all of these Personas for this Project here:

https://miro.com/app/board/uXjVLAleDO4=/?share_link_id=224067191834

https://miro.com/app/board/uXjVLAleDO4=/?share_link_id=224067191834