Personas

Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you to understand your users’ needs, experiences, behaviors and goals.

In our case, it seems that Seventeen has a specific group of target audience as the brand name suggests. But within the target market we studied the various stereotypes that make the audience diverse. Thus, for establishing the future goals of our brand it was very important to identify the existing as well as potential target audience.

01. The Enthusiastic Blogger 02. The Shy Girl 03. The Caring Father 04. The Teen Expert 05. The Tomboy 06. The Working Mom

07. The Busy Entrepreneur 08. The Environmentalist

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Out of the Curve

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01

KELLY JONES The Enthusiastic Blogger

Age: 18 years old

Gender: Female

Occupation: Student

Nationality: American

Location: San Francisco

01. Kelly is a very outgoing and friendly girl who loves meeting people and making new friends because it helps her build her content for her blogs. She is also a very sharp observer and grasps the unusual and interesting activities that happen in her day to day life.

02. She loves spending time reading inspirational short stories and her favorite books are the Chicken Soup series because she can connect to the real life stories.

03. She writes a dairy as it helps her note down her emotions and daily experiences. She also started to write blogs when she was 15 and is now famous for her blog website “Kelly’s Teen Tales”, where she addresses her life as a growing-up teenager.

04. Kelly is fond of documenting as she wants to preserve memories, thus she records everything and always has a mini camera in her bag.

05. Sometimes she finds it difficult to manage her extra curricular activities and her studies because she is busy with her social life. She wants to manage her time well manage her time better.

06. Kelly has a bucket list of places she wants to visit as she believes that the adventures will help her write better. She also wants to experience different cultures all over the world because she has read a lot about it on the internet.

07. Kelly has many ideas and plans but sometimes find it difficult to execute them and ends up making mistakes which upsets her because she wants to keep herself busy.

02

SHANICE CARTER The Shy Girl

Age: 13 years old

Gender: Female

Occupation: Student

Nationality: African American

Location: Los Angeles

01. Shanice is a very sensitive girl. She lost her mom when she was 2 years old and since then she has been raised by her dad due to which she misses her mother and always wonders what a mother’s love is like.

02. She loves visiting the park near her house as she feels fresh and happy, rather than staying at home. She also takes her dog, Fluffy, to the park everyday because he is her closest buddy.

03. Shanice turned 13 in Jan 2020 and she just got her first menstrual cycle. She wanted to shy away from the discussion because it was quite awkward for her to discuss it with her dad.

04. Shanice is also extremely shy to talk to boys at her school and wishes she would be more comfortable talking to them like her other friends.

05. Shanice is very good at studies and always maintains a GPA of 3.8 and above. Her strongest subjects and Math and Science, but she struggles in interactive classes like English Drama because she has stage fright.

06. She loves family gatherings as she gets to meets all her aunts, uncles and cousins. She is also a foodie and awaits the tasty food made by her aunt Zoe on such family occasions. She loves the Jollof rice made by her aunt, which is a dish from the Western Africa.

07. Shanice also has a secret passion for art and painting because she feels at peace while painting. But her artworks are extremely personal to her and she dislikes showing them to anyone.

03

RAJ CHOPRA The Caring Father

Age: 55 years old

Gender: Male

Occupation: Fashion Designer

Nationality: American Indian

Location: Cupertino

01. Raj lives in Cupertino with his husband Mike and their 17 year old adopted daughter Sara. He strives to earn a good living from his well established apparel business because wants the best life for his family.

02. Raj is extremely attached to his daughter but is concerned because he is worried about not spoiling in her growing up years. He knows the value of hard work and wants his daughter to learn the same.

03. He loves long drives and often takes his family out on Road trips, where they explore new places, restaurants and scenic places of attraction. This relaxes him because it gives him a break from the hectic work life.

04. Raj sometimes gets over protective about Sara and is very worried as she is in the teen phase of her life. Due to this, he has always tried to be as open to her as possible but still hesitates to talk to her about sex, boys, abuse, etc.

05. They love shopping and he is a personal stylist that Sara can have. However sometimes she does get annoyed as she wants to make her own choices. Raj gets upset because he feels Sara is growing up too fast and is confused on how to handle the situation.

06. Raj is also an excellent cook and tries out various dishes from the Indian cuisine. He makes at least 2 meals in a week as it is like a stress buster activity for him.

07. He also is a regular jogger and wishes to stay fit even at the age of 55 because he is diabetic and he is aware of the problems that can come up if he faces any health related issues.

04

ANNA RUIZ The Teen Expert

Age: 30 years old

Gender: Female

Occupation: Psychologist

Nationality: Mexican

Location: New York

01. Anna is a psychologist who specializes in teen behaviors. She has studied how teens can have mental health problems when their actions, feelings, or thoughts regularly to create obstacles in their lives.

02. She decided to select this particular career because she was herself bullied during her school days. She faced few years of depression after which she was helped by a therapist to bring back the confidence in her life. She then decided that she wanted to help other teens as well.

03. Anna loves reading magazines, books, newspaper articles as she likes to keep her knowledge up to date. She feels that the changing trends lead to different kinds of peer pressures amongst the teenagers.

04. Anna is very fond of the American culture because loves the life, people, food and vibe of the place. Over time she has become a head strong women who is independent and lives her life on her own terms.

05. Anna also takes part in many social events and volunteers for women empowerment programs as it gives her knowledge as well as satisfaction.

06. She has a quality of winning trusts of people very easily as she is a soft spoken person and gives a very happy and friendly vibes. She believes that staying positive will enable her to help other better.

07. She likes to do yoga, talk to her family back in Mexico over the phone, spend time with her boyfriend, watch sunsets, get her hair and nails done because that keeps her mind relaxed.

05

YANLI HUANG The Tomboy

Age: 17 years old

Gender: Female

Occupation: Student

Nationality: Chinese

Location: Texas

01. Yanli has three elder brothers and she is the youngest child of her family. Thus, she grew up playing with cars and video games and had a gala time with her siblings.

02. She is a collector of action figures, and the ones from the DC series are her favorite. She is also a diehard fan of Captain Marvel because the character’s head strong nature inspires her.

03. Yanli has a lot of mood swings because she is experiencing changes in her body and emotions. She has been finding it difficult to accept these changes and does not want to talk about it.

04. She is passionate about music and is also a part of her school band because she likes to be with the people who share the same hobbies.

05. She also composes songs for her band as she feels more connected to herself and writing gives her joy. She wishes to join a music school in the future because she wants to learn the skill more professionally.

06. Yanli is not very fond of fashion because she finds comfort in her baggy t-shirts. Sometimes she does feel out of the place and is left confused on what she should do and need a strong guidance.

07. She hates it when someone tells her to act like a girl or dress up like a lady as she feels embarrassed as well as angry and does not know how to react to such comments.

06

KIMIKO FUJI The Working Mom

Age: 45 years old

Gender: Female

Occupation: Banker

Nationality: Japanese

Location: Dallas

01. Kimiko is a single mom who has separated from her husband when her daughter Lisa was 12 years old because he had a very unhappy relationship with his husband. She then decided to live life on her own terms and become independent.

02. She is very attached to Lisa who is 16 years old and they are a happy family of two. Kimiko tries to spend as much time with her daughter as she feels that she could not give Lisa proper love and care when she was a kid.

03. Kimiko wants to give Lisa all that she desires because she wants to wipe away all the bad memories from their lives and wants Lisa to become a confident women who takes her decisions without hesitation, something that she was unable to do for years.

04. Kimiko also removes a lot of time for herself on weekends as she wants to keep her mind relaxed. She loves reading magazines, pampering her skin with different face masks and scrubs.

05. She balances her job and her personal life very well. Despite being busy she removes time for yoga because it keep her mind fresh and her body fit.

06. She is very particular about Lisa’s schedule, diet and her choices but knows where to draw the line and not intrude in to Lisa’s space because she knows how important it is.

07. Kimiko also wants to complete all her unfulfilled wishes like she wants to visit places like Greece and Italy, she wants to learn how to ride a bike, because she wants to experience what adventure and fun is like.