YMCA OF GREATER CHARLOTTE CUSTOMER PERSONAS
ABOUT PERSONAS What are personas? Personas are archetypal models of participants They provide customer-centric insights to needs, expectations, goals and frustrations
Why are personas important? They provide us with meaningful insights. These insights enable us to empathize with our customers and create strategies and experiences that increase acquisition, engagement and retention.
Isn't a persona just a "user"? Personas are not actual customers They are representations of a wide breadth of customer perspectives which help guide us during customer-centric design.
How were these personas developed? Data Analysis, Market Research, and Subject Matter Expertise. Data analysis – We analyzed our own qualitative data from Personify, AMP, Google Analytics, marketing campaigns and other sources to validate participant personas. Data was derived from transactions, digital traffic, call center, and focus groups. Market research – We leveraged extensive voice-of-customer and internal focus group research performed by Voccii, Candescence, and SEER. We leveraged internal and external sources of market data such as quality assessments, trading area assessments, and ethnographic research. Subject Matter Expertise – We leveraged internal and external expertise from cross-disciplinary teams. Our contributors have professional, agency, and consulting backgrounds in user experience, business analytics, content marketing, product design, customer service, and program delivery.
Personas in our daily work. Personas are extremely helpful in designing workflows, products and customer experiences. By mapping customer journey through the persona, we discover needs, motivations, barriers and more that may impact acceptance, engagement and delivery. Customer-centric design is a preemptive, empathetic approach to optimize flow and function from the customer’s perspective.
YMCA PERSONAS
ANA
ASHLEY
JEFF
JUDY
LISA
NATHAN
NIMESH
NOAH
PAUL
ROGER
RON
TANISHA
ANA Planner
Social
Support
Positive
Bio Ana is originally from Ecuador and has 3 young children, all born in the United States. She is bilingual (Spanish/English) with some Portuguese. Ana is very active in her children's education and extracurriculars, has a strong social network, and she volunteers regularly at the school and her church.
"I love engaging my family in positive activities." Age: 39 Work: SAHM/PT Clerical Family: Married, 3 Children (5,7,9) Location: North Charlotte Highest Education: Associates Ethnicity: Hispanic/Amerindian
Personal Income $0
$100k+
Program Interests Group Exercice Child Care Open Family Swim Y Readers
Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear
Goals Wants her family to achieve health and harmony
Frustrations When she experiences difficulty registering for a program or class online.
Achievement Growth Ambition Social
Fitness Color: Saffron (Harmony)
$100k+
Household Income $0
Personality
Saffrons are attracted to activities that are flexible and convenient, and provide an opportunity for spontaneity and selfexpression. They tend to lose interest in anything too organized. Easily bored and internally demanding, Saffrons enjoy challenging activities with the right combination of fun, freedom, and flow. A sense of play is appealing, making fun activities is a high priority.
Preferred Digital Device Desktop PC (N/A) Laptop (Work) Tablet (Personal)
Saffron Harmonies (INFP) seek to partner with trainers. It is important that the trainer understands and is aligned with their values. ref: The 8 Colors of Fitness
Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
Ashley Organized
Engaged
Active
Vocal
Bio Ashley is a very engaged wife and mother of two. Her kids are active participants in soccer, cheer, and gymnastics. She is primarily a stay at home mom but enjoys working from home in her network marketing business and blogging about nutrition & parenting.
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive
"I want my family to be healthy and successful" Age: 34 Work: SAHM / Blogger, MLM Family: Married, 2 Children Location: Ballantyne Highest Education: Bachelors Ethnicity: Caucasian
Personal Income $-15k $0
$200k+
Household Income $0
$200k+
Program Interests Pilates Spin Cross Fit Child Care Youth Sports Philanthropy
Ashley is very engaged on social media and has a strong referral network that she often leverages and influences. She has a vocal inner circle of mom friends with whom she engages socially, and also a broader group which she influences, but doesn't directly interact with very much outside of social media. Ashley volunteers as a team mom, drives carpool, and makes sure her kids are always dressed well. While she is brand conscious, her brand loyalty follows what is trending.
Fear Achievement Growth Ambition Social
Goals Wants her children/family to have deep and rich life experiences (travel to Europe, Dance Lessons) Schedule and planning well architected Staying well informed about fitness/nutrition trends & studies
Preferred Digital Device Desktop PC (N/A)
Frustrations Anything perceived as a waste of time If she experiences misinformation about what she expects to find Inefficiency, especially as related to schedule
Fitness Color: Silver (Efficient) Silvers wrap exercise in a disguise, as the idea of pure exercise is unappealing; in fact, having an alternative purpose keeps them engaged in the activity. Silvers enjoy activities that are convenient, requiring minimal process and planning. Silvers are attracted to new ideas and possibilities and activities with others. They enjoy variety and tend to cycle through fitness passions. Or, they might avoid the temptation of novelty and keep their exercise program routine and simple Silver Efficients (ENTP) seek a trainer who understands how the body works and is competent at explaining it. They will have challenging questions for a trainer to respond to; their relationship is professional. ref: The 8 Colors of Fitness
Laptop (N/A) Tablet (Personal) Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
JEFF Leader
Teacher
Punctual
Guide
Bio Jeff is a retired Army Captain, Persian Gulf and Kosovo War Veteran, and an Eagle Scout. Community engagement is very important to Jeff. He enjoys mentoring others, especially youth and young adults.
Goals "I love helping others reach their potential." Age: 56 Work: Retired Career Military Family: Married, 2 Adult Children Location: University Highest Education: Bachelors Ethnicity: African/Cuban Descent
Personal Income $0
$100k+
Household Income $0
$100k+
Program Interests Personal Fitness Coaching Opportunities Racquetball
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear
Likes progress that can be measured or charted (physical or otherwise) Wants to stay active in and engaged with his community Looks for opportunities to mentor or provide leadership
Frustrations Doesn't like disorganization or unclear goals Likes to stay focused on one thing at a time Wasted time/procrastinating
Achievement Growth Ambition Social
Fitness Color: Blue (Efficient) Conscientious, committed and concerned with safety, Blues’ approach to exercise is dutifully and without internal debate. They are very tuned in to their bodies and correct form is essential. Steady and methodical, Blues prefer to focus on one thing at a time. They enjoy keeping track of their progress and take comfort in following programs that have been tested and proven effective. Blue Efficients (ISTJ) have a pragmatic, no-nonsense approach to personal training sessions. They want to get down to business right away and have little interest in chit chat that does not relate to the job at hand. ref: The 8 Colors of Fitness
Preferred Digital Device Desktop PC (Personal) Laptop (Personal) Tablet (N/A) Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
JUDY Friendly
Engaged
Active
Listener
Bio
"Friends and family are very important to me." Age: 61 Work: Semi-Retired Family: Widowed Location: Matthews Highest Education: HS Diploma Ethnicity: Hispanic
Personal Income $0
$100k+
Household Income $0
$100k+
Program Interests Water Aerobics/Fitness Indoor or Outdoor Walking/Track Diabetes Lifestyle Activities
Judy loves group activities with her closest friends. As a diabetic, nutrition is very important to her. She enjoys activities where she can socialize while participating. Judy enjoys dance class and bunco nights with her girlfriends. Judy dotes on her children/grandchildren and regularly involves them in her own activities as well as supporting them at their events (ball games, recitals, etc.) Judy loves the winter holiday season and donates her time to help families in need.
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear Achievement
Goals Staying connected to her peers Feeling and staying energized Staying on top of managing her diabetes through nutrition and exercise
Growth Ambition Social
Frustrations Doesn't want to be considered a "senior" Frustrated by millennial mindset, rapid social change When programming is geared toward younger participant who are less committed to membership, philanthropy, etc. Staying on top of technology changes
Fitness Color: Blue (Harmony)
Preferred Digital Device Desktop PC (N/A) Laptop (N/A) Tablet (Personal)
Conscientious, committed and concerned with safety, Blues’ approach to exercise is dutifully and without internal debate. They are very tuned in to their bodies and correct form is essential. Steady and methodical, Blues prefer to focus on one thing at a time. They enjoy keeping track of their progress and take comfort in following programs that have been tested and proven effective. Blue Harmonies (ISFJ) enjoy exchanging pleasantries in their personal training sessions and seek a friendly relationship with their trainer. Positive feedback from their trainer assures them of correct technique, form, and safety. ref: The 8 Colors of Fitness
Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
LISA Busy
Driven
Focused
Adventure
Bio Lisa is always on the go. She has a full work and social calendar. Even her vacations are full of activity. Lisa gives 100% to everything and is uncomfortable resting or being sedentary. Lisa has a cat and hires a pet sitter to check on it when she travels. She earns a ton of travel miles on her credit cards and travels internationally a couple of times per year.
Personal Income $0
$100k+
Household Income $0
$100k+
Program Interests Group Exercise Personal Training Flexibility and Cardio After or Before Work Volunteerism
Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear
""Time stops for no one!" Age: 27 Work: Traveling Account Rep Family: Single Location: Uptown Highest Education: MBA Ethnicity: Asian American
Personality
Goals Getting high value for dollar spent - (High Intensity) Meeting others who have the same active lifestyle and aspirations Competitive - want's the best of the best in all areas of experience
Achievement Growth Ambition Social
Frustrations Any complication that costs her time or energy When effort isn't put to good use. Low level service and poor quality lateness, inefficiency, inconsistency Staff who are unprepared Uninformed schedule changes
Preferred Digital Device Desktop PC (N/A) Laptop (Work)
Fitness Color: Red (Harmony)
Tablet (Personal)
Reds understand the importance of fitness and incorporate it in their physically active lifestyle or by training for a goal with others. Like a siren in a chase, Reds love to be where the action is. Reds experience life through their senses, craving stimulation and adventure from the physical world. Moving is natural; physical activity is about being alive.
Smartphone (Work/Personal)
Reds Harmonies (ESFP) enjoy high energy, fast-paced training sessions. They look for trainers who provide specific and concrete feedback so they can make corrections in the moment. Red Harmonies appreciate trainers who encourage friendly competition and camaraderie with others. ref: The 8 Colors of Fitness
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
NATHAN Ambitious
Social
Energetic
Competitive
Bio Nathan wants to get to the next level in his career and is engaged to be married. He went to a good college and is still paying off his student loans. Nathan likes fantasy football (mobile app), craft beer (mobile app), and business networking events (meetup)
"I love pushing hard to get to the next level." Age: 35 Work: Sales Manager Family: Single, Engaged Location: Uptown Highest Education: Bachelors Ethnicity: Caucasian
Personal Income $0
$100k+
Household Income
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Motivations Incentive Fear
Goals Wants to be recognized/rewarded for his personal and professional achievements. Wants to maintain his ability to compete as an athlete Nathan has always wanted to run a full marathon
Frustrations When he experiences setbacks as he tries to reach his goals When others hold him back from success or shield him from recognition Wants success to happen quickly and resists having to be patient When others around him move at a slower pace
Achievement Growth Ambition Social
Preferred Digital Device Desktop PC (N/A)
$0
$100k+
Fitness Color: Red (Efficient) Program Interests Team Sports/Leagues Fitness Races Athletic Competitions
Active
Reds understand the importance of fitness and incorporate it in their physically active lifestyle or by training for a goal with others. Like a siren in a chase, Reds love to be where the action is. Reds experience life through their senses, craving stimulation and adventure from the physical world. Moving is natural; physical activity is about being alive.
Laptop (Work/Personal) Tablet (N/A) Smartphone (Work/Personal)
Preferred Ad Channel
Red Efficient (ESTP) people enjoy high energy, fast-paced training sessions. They look for trainers who provide specific and concrete feedback so they can make corrections in the moment.
Traditional Ads
Red Efficient people employ a trainer to prepare them for peak performance and competition with others. ref: The 8 Colors of Fitness
Referral
Online & Social Media
Guerrilla Efforts & PR
NIMESH Moderate
Empath
Curious
Solver
Bio Nimesh is a software engineer from India. He and his wife are deciding where to live in the area based on school systems and family-focused activities. Most of their family and support are still back in India. As they are expecting their first child, they are interested in activities which provide child care or allow them to participate as a family.
"I want to build a strong future for my family." Age: 38 Work: Software Engineer Family: Married, Expecting 1st Location: University City Highest Education: Post Grad Ethnicity: Indian
Personal Income $0
$100k+
Household Income $0
Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear
Goals Maximizing the use of his income To feel accepted Establishing a fitness regimen that aligns with his values Experience as much of the Charlotte area with his family as possible
Achievement Growth Ambition Social
Frustrations Not being seen as assimilated Might have the cultural assumption that fitness centers are for people of higher social status Immodesty in the locker rooms. Language Barriers
Preferred Digital Device Desktop PC (Work)
$100k+
Program Interests Family Activities Personal Training Flexibility and Cardio After or Before Work
Personality
Fitness Color: Saffron (Efficient)
Laptop (Personal)
Saffrons are attracted to activities that are flexible and convenient, and provide an opportunity for spontaneity and selfexpression. They tend to lose interest in anything too organized. Easily bored and internally demanding, Saffrons enjoy challenging activities with the right combination of fun, freedom, and flow. A sense of play is appealing, making fun activities is a high priority.
Tablet (N/A)
Saffron Efficients (INTP) will seek trainers primarily when they want to learn specific skills or improve their performance in a particular area. ref: The 8 Colors of Fitness
Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
NOAH Team Focused
Teacher
Inclusive
Athletic
Bio Noah recently graduate from Lincoln University in Pennsylvania (CIAA) and has recently moved to Charlotte to begin his career as a high school history teacher. He is still paying off his student loans.
"I want to enjoy my life outside of work within my budget" Age: 26 Work: School Teacher Family: Single Location: Woodlawn Highest Education: Bachelors Ethnicity: African American
Personal Income $0
$100k+
Household Income $0
$100k+
Program Interests Team Sports/Leagues Coaching Bootcamp Crossfit Corporate Cup Community Outreach
Noah is a former high school athlete who was very active in intramural sports in college as well as his fraternity. He is an active assistant coach at the high school where he works. He would respond well to getting a discount for referring his peers.
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear Achievement Growth
Goals Wants to be recognized/rewarded for his personal and professional achievements. Empowering youth through education
Ambition Social
Frustrations His teacher's salary doesn't give him the freedom or buying power he would like Would travel more if he could When people don't play fairly in work, life, on the field, or in the gym When he sees others getting left behind
Fitness Color: Purple (Efficient) Disciplined initiators, Purples approach exercise with purpose and an objective, and always with a plan. Purples organize exercise into categories, like cardio, weights and strength. They are attracted to variety, and experiment with different approaches from time to time, but are soon drawn back to exercise they can make routine. Purples have a consistent approach to exercise. Once it’s in their life, they generally stay with it. Purple Efficient (ENTJ) people employ a trainer to achieve targeted results with a minimum of wasted effort. The relationship is business-like and impersonal. ref: The 8 Colors of Fitness
Preferred Digital Device Desktop PC (N/A) Laptop (Work/Personal) Tablet (N/A) Smartphone (Work/Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
PAUL Fatherhood
Coach
Faith
Social
Introvert
Extrovert
Bio
Analytical
Creative
Paul is an active dad who coaches youth basketball. He is active in his church and regularly attends F3 and Bible Study at the Y.
Sedentary
Professionally, Paul travels a bit for work, stays well networked entertaining clients some week nights, and stays active with the Charlotte Chamber of Commerce.
"Maintaining work/life balance is important to me." Age: 46 Work: Financial Services Family: Married, 3 kids Location: Lake Norman Highest Education: Bachelors, and 2 professional certifications Ethnicity: Caucasian
Personal Income $0
$100k+
Household Income $0
$100k+
Program Interests Teaches Bible Study Volunteer Coaching Y Guides Early Morning Workouts
Personality
Recreationally, he attends Panthers games, and maintains a close circle of buddies he knows from the office, fellowship groups, and also through the YMCA.
Goals Maintaining a healthy work/life balance Staying active in the lives of his children Marriage and Family Harmony Upward mobility in his career Exercise as stress relief
Active
Motivations Incentive Fear Achievement Growth Ambition Social
Frustrations When his accomplishments aren't recognized Missing opportunities with his kids because of career When people he relies upon don't follow schedules well When things are messy, unclear, ambiguous, unplanned Not having enough time to do all that he wants
Fitness Color: Gold (Efficient) Golds are comfortable with predictable environments where they know what to expect and what’s expected. Golds carefully take note of the environment and appreciate a fitness center that is bright, clean, organized and safe. They like a place for everything and everything in its place. Disarray can distract them from exercise. Too many things to pay attention to creates discomfort. Friendly and outgoing, Golds are curious about how others do things. They easily connect with people and enjoy interacting with others at the gym, as long as the interaction is compatible with getting the job of exercise done. Proud of what they do, many enjoy sharing their success and exercise accomplishments with others. Golds enjoy mixing a bit of social interaction into their exercise routine and want an upbeat environment—they nevertheless make the purpose of the activity clear. Gold Efficient (ESTJ) people seek a structured program with concrete progress reports that document their accomplishments and goals they are achieving ref: The 8 Colors of Fitness
Preferred Digital Device Desktop PC (Work) Laptop (Work/Personal) Tablet (N/A) Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
ROGER Engaged
Confident
Giving
Mentor
Bio
"I want my legacy to be significant." Age: 72 Work: Former Executive Family: Married, 2 kids, 3 grand's Location: Myers Park Highest Education: MBA Ethnicity: Caucasian
Personal Income $0
$200k+
Household Income $0
$200k+
Program Interests Adult Swim/Laps Circuit Training Racquetball Golf Philanthropy
Roger is enjoying retirement and activities with his wife of 45 years, his 2 adult children and his 3 grandchildren. He and his wife travel internationally 1-2 times per year. He contributes to the camp tuition for his grandchildren. Roger is also a rotarian, a golfer, and sits on his church's finance board. Roger is retired but participates actively on a couple of corporate boards as an advisor. He is often publicly recognized for these efforts.
Goals Doesn't want to be viewed as retired Still being "in the game" Maintaining reputational integrity and visibility
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear Achievement Growth Ambition Social
Frustrations Not being recognized for his philanthropy or contribution When those whom he has referred have a lesser experience than what he experienced and therefore recommended
Fitness Color: Green (Efficient) The natural world beckons. Greens easily blend with the physical world. Being outside makes them feel alive. Greens are naturally observant of the concrete details and small variations in their environment. With their minimalist nature and practical approach, getting their exercise through activities of daily living, including working outside, makes sense. Greens are motivated to maintain a level of fitness so they can participate in the outdoor activities and challenges that are important to them. Green Efficients (ISTP) are practical and analytical. They will make use of a personal trainer who challenges them, holds them accountable, and doesn’t talk too much ref: The 8 Colors of Fitness
Preferred Digital Device Desktop PC (Personal) Laptop (Personal) Tablet (N/A) Smartphone (Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
RON Smart
Analytical
Modest
Team Player
Bio Ron struggles with self confidence about his appearance and overall health. He feels his demanding work schedule leaves him little opportunity to focus on health, exercise, and proper diet.
""My work demands make it hard to find time for my goals" "Why is this harder than it should be?" Age: 49 Work: Information Technology Family: Divorced, 1 Child Location: Matthews Highest Education: M.S. Ethnicity: Caucasian
Personal Income $0
$100k+
Household Income
Ron wants to make changes in his lifestyle but struggles with taking the first few steps on his own. He has "fuzzy" goals which he has trouble converting into actions. Ron plays online poker.
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Motivations Incentive Fear Achievement Growth
Goals Ron might need help establishing his goals Might be facing health concerns (hypertension) Increased self worth/ self image
Ambition Social
Frustrations Ron's lack of motivation is a source of his frustration Time management concerns When he is left to his own devices as a participant, and he expects an easy inroad to participation, but becomes discouraged when the complexity exceeds his comfort level.
Preferred Digital Device Desktop PC (Work) Laptop (Work/Personal)
$0
$100k+
Fitness Color: Gold (Harmony) Program Interests Personal Training Diet/Nutrition Flexibility and Cardio After or Before Work
Active
Traditional and conservative in their approach to exercise, Golds avoid trendy fitness fads. With a comfort and reverence for tradition, Golds seek a balanced life, aiming not to over-do. Golds prefer structure and routine, valuing experience, safety, proven methods and information from experts. They’re proud of what they do, and results are what they’re after. Gold Harmonies (ESFJ) enjoy connecting with people on a personal level. Recognition and praise for a job well done is particularly motivating to Gold Harmonies. ref: The 8 Colors of Fitness
Tablet Smartphone (Work/Personal)
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
TANISHA Hard Work
Principled
Busy
Faith
Bio
"I want what's best for my family"
Tanisha is a hard working single mother with one child. She works for an hourly wage at a medical office and her daughter attends pre-school. Tanisha has a hard time accommodating sick days, doctors visits, or school closings because of her work schedule. Tanisha is very dedicated mother and employee, but the best opportunities for her and her daughter don't come easily in her community. but has put this aspiration on hold to raise her daughter.
Personality Introvert
Extrovert
Analytical
Creative
Sedentary
Active
Motivations Incentive Fear Achievement
Age: 34 Work: Medical Front Office Family: Single, 1 Child Location: Northlake Highest Education: High School Ethnicity: African American
Personal Income $0
$100k+
Household Income $0
$100k+
Tanisha is very active with the YMCA and uses the child care and after school programs while she exercises.
Goals To take advantage of the best opportunities for her family. To go back to school to complete her Associates Degree Finding quality childcare she can afford A quality education for her daughter
Frustrations Feeling discouraged/marginalized by expensive program offers she wants but cannot afford. When she can't find programs that allow her to build efficiency into her schedule and better allow her to multitask
Program Interests Child Care Swimming Classes (On Location) Adult Dance Aerobics Kid Pool/Wading Pool
Growth Ambition Social
Preferred Digital Device Desktop PC (Personal) Laptop (Personal)
Fitness Color: White (Harmony)
Tablet (N/A)
Whites are attracted to physical activity they can structure at their own pace. Exercise provides solitary time for reflection and visioning. Jarred by interruptions and chaos, Whites require orderly environments for exercise that provide necessary calm. Outdoor environments and familiar paths and activities are appealing. Advanced planning makes it happen. White Harmonies (INFJ) look for friendly and supportive personal trainers. They respond best to trainers who communicate their interest and caring, and at the same time are committed to helping them reach their goals.
Smartphone (Personal)
ref: The 8 Colors of Fitness
Preferred Ad Channel Traditional Ads Online & Social Media Referral Guerrilla Efforts & PR
Thank You!
YMCA of Greater Charlotte Customer Experience Team
Scott Chagnon SVP/Chief Experience Officer scott.chagnon@ymcacharlotte.org Kevin Devitt VP/Information Technology kevin.devitt@ymcacharlotte.org Jason Antonic Director of Digital Services - User Experience jason.antonic@ymcacharlotte.org