Design Project 1 | Composite Character Profiles

Link to Student
Maddie Connelly
Journal Entry For
Project 1 - Composite Characters

Composite Character Profiles

Always-Shopping Annie

  • Shops online weekly
  • Primarily shops online with big brands for convenience (i.e., Amazon)
  • Has specific criteria that they are looking for in a product (i.e., they could not just go to the store to pick up a general, off-brand item)
  • May have a desire to reduce consumption (mostly for expenses, could have an underlying general concern for sustainability), but the habit of online shopping fits closely to their lifestyle
  • Because they shop so frequently, they often neglect to return items. It would be too much of a hassle

Careful Connie

  • Likes to shop somewhat, but does not shop very frequently and does a lot of planning and research before they purchase
  • They want to LOVE what they are wearing and not have to think about putting it on. If they buy a product it is going to be a staple in their life
  • They prefer to shop in-person to determine fit and feel, but depending on location/time/accessibility are not usually able to go to a physical store
  • If a product does not work out, they will not hesitate to return it
  • They may/may not be motivated by the their feelings on sustainability, but their habits are somewhat inherently sustainable since they consume less/more intentionally

Niche Nick

  • Common in younger people and with an interest in fashion, they online shop frequently but make an effort to order from small/local/ethical/sustainable businesses
  • They may shop at Amazon for the basics, but they will seek out niche, trendy items as well as more “sustainable” products for the prestige
  • They somewhat care about sustainability, but are mainly motivated by the social capital of sustainability rather than its moral value

Colin’s Comment: To what extent are each of these characters influenced by external factors? Might they get something that they see friends or colleagues using? Are they influenced by advertising? How quick are they to decide to make a purchase (faster = impulse, slower = thinking through pros and cons)?