My prototypical customer is a middle-aged adult who’s always on the move. She has a 9- to 5- job in a suburban office and is constantly updating herself on the news and pandemic data, and she has a huge heart for those around her which is what prompts her to do volunteer work like delivering groceries to high-risk neighbors and packaging meals in soup kitchens.
Socioeconomically, they’re in the upper middle class and can most likely be seen sporting a red Lexus sedan. Just big enough to fit one daughter, but not too bulky to haul to Whole Foods. When she’s not driving her daughter to one-on-one TaeKwonDo practice (due to the virus), she’s at the post office sending off packages from her Etsy side business of designing phone cases. Staying at home 24/7 is nearly impossible so exposure to the virus is always prevalent. In the spare time that she comes across during the weekends, she and her husband garden in their backyard before family movie nights consisting of homemade baked goods and cheat treats. All of this takes place in their 2-story townhouse in Hartford, Connecticut’s suburbs, where they’re close enough to New York City to commute for emergency work meetings yet stay nestled in the tranquility of rural life.
Physically, she has tanned skin and often struggles to find the exact skin tone match when shopping for foundation or band-aids. This innate frustration has led to the need for more products with a variety of flesh-toned ranges. I don’t have a specific race in mind, but they are definitely foreign and are infatuated with trying exotic foods in a different themed grocery store each week. She is interracially married, so her daughter is of mixed ethnicities and shares her tanned skin. Below is the customer avatar I created:
Between my prototypical customer and myself, I found that quite a few characteristics were shared. We’re both foreigners, and although we were born in the United States, our ethnicities lie elsewhere. I don’t have children nor am I married, but I find myself being kept pretty busy, and I’m at the post office and grocery store pretty frequently. I also like to help out at soup kitchens with my church friends, although the severity of the pandemic has limited our abilities. I wouldn’t say my skin is that tanned and I’ve never struggled finding the right color match for my skin tone, but I purposely added that to my customer avatar so that she’d relate to my product endeavors more.
Hi Jung,
ReplyDeleteGreat job elaborating your customer’s avatar. You can tell you really have a vivid image on who this person is, what they do, where they live and what they drive. Great job relating to and comparing your customer with yourself. I don’t have anything to critique regarding your post. It inspired me to read some of your previous posts to learn more about your business. Good job!
Edwin
Hi Jung!
ReplyDeleteI think it's so interesting yet again that we are providing similar product, but we're providing to completely different segments. Yet it seems like our avatar have some basic things in common, but are different. I actually enjoyed how your avatar has a darker skin tone to show the extent of the skin color ranges your mask is in available in.
Hi Jung, you did a great job describing your customer avatar. It created an image in my head of the prototypical customer you are describing. I like how you recognized that most people that are going to struggle finding the right color are most likely going to have darker skin as there are many more shades.
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