Identifying Personas

After analyzing the two competing websites, Dunkin and Starbucks, in a previous blog post, I now have a larger understanding of who the target audience is for these sites. Therefore, I created a persona report to further analyze who these companies need to be advertising to in order to continue their success.

The first persona is myself, a recent college graduate and worker.

I chose myself as the first persona because I believe I’m a good representation of a large majority of both Dunkin and Starbucks consumers. As a recent college graduate, I am now working and making money on my own for the first actual time in my life. (Summer jobs and side gigs aside). This means that while I might be more money conscious, I am also at a higher need for coffee than before, considering I might be waking up earlier than I was when I was in school.

These are some of my goals throughout the day that a coffee run could help:

However, without the coffee, I’ve been trying to use these solutions to meet the above goals:

Now that the companies have a better understanding of who they’re working with, they can work to understand what factors they have to bring to the table to have consumers buy their products.

The motivating factors are things that motivate consumers to purchase Dunkin or Starbucks. For example, taste, energy, coworker bonding and more. The inhibiting factors are reasons that a consumer may steer away from buying Dunkin or Starbucks. For example, the price and the long wait times. Lastly, the possible triggers are any solutions that the company thinks may trigger a person to buy their coffee regardless of inhibiting factors. For Dunkin and Starbucks, this includes the Rewards program and the ability to order ahead.

These triggers are successful because they eliminate the long wait times, decrease the price, and also encourage users to come back to get more points and deals.