Meijer: Persona

by Jill Shuberg
For academic purposes only.

User: Matt, 23, East Lansing, MI
Occupation: Part-time position as a front-desk clerk at Lansing State Journal office in hopes of moving up into a position where he can use his Journalism Degree from MSU.

Profile: Matt doesn’t get a chance to go to the store often since he is working about 40 hours a week and spending his extra time job-hunting. He isn’t a big fan of grocery shopping; he is a bit indecisive and would rather be spending his time finding a new job. He is making all of his decisions in-store and has a couple items in mind that he wants to leave with. He knows he wants to leave with some sort of drink and granola bar. Since he is not in a rush during his Meijer trip he wants to take his time and compare items to try to save some money. He wants to check out a bunch of items and fill up his fridge at home a little bit since it is looking pretty bare, but he doesn’t have many specific items in mind.

Goal: He is hoping to fill up his fridge at home but wants to grab some sort of caffeinated drink and granola bars. He wants to have a stress free experience and leaving satisfied with his items without spending too much money. He wants to check out all of his options and make educated choices using nutritional facts and price.

Information Needed: He needs to know what his options are and where he can find them without having to search the entire store. He needs to know the nutritional facts and price of several items to he can compare them in a short amount of time. He needs to have enough information allowing him to make an educated choice on his item so he feels satisfied.

Motivators: He is hoping to eat a bit healthier since he doesn’t get a chance to workout as much as he would like. He wants his snack to be something he can just grab-and-go since he works in a fast paced environment. He wants some sort of caffeinated to keep his energy up throughout the day. He is hoping to browse through items and find a less pricey product that could complete his needs.

Problem Setting: He might feel overwhelmed and not know where to start when entering Meijer since he only has 2 items in mind but just wants more food at home. He is used to using technological devices but is slightly questionable about using the new Meijer device since he doesn’t want his shopping experience to be anymore stressful than necessary.