2.1. User Persona
Family demographics
The Garner Family: Mom, Lou, Maggie, and Ewan
The Garner family lives in Eugene, Oregon. The annual household income is about $50,000. The two kids, Maggie, aged 10, and Ewan, 8, are home-schooled. Although the local public school has an emphasis on the arts and is predicated upon high involvement, input, and volunteer time from parents, the Garners have decided to home-school their children at least through the elementary grades. The Garners are a one-car family, and also do a lot of bike riding to get around town. Lou works as a General Manager for a bicycle-manufacturing cooperative in Eugene. This company and its manufacturing philosophy match Lou’s concerns about the environment. His tendency to dislike big business influences his choice of online sites. The entire Garner family enjoys the many music activities and events, both indoor and outdoor, which occur in Eugene. Ever since they were babies, the Garner children have attended the University of Oregon Festival of American Music and the international Bach festival held in Eugene.
Music is a big part of the environment in their home, with Lou, Maggie and Ewan making most of the music choices. While their tastes are highly individualized, there are some performers and types of music that provide common ground. While they tend to explore disparate territory in their choices of music websites, they all share an aversion to highly commercialized sites.
Child User Personas:
Maggie loves music. She listens to music every day, and likes to explore new sounds and listen to different styles and kinds of music. She enjoys reading reviews of music and is sometimes interested in learning about the history of the music she is currently listening to, such as its cultural heritage and the biographical information of the performers. As part of her home-schooling, Maggie uses music as a means to learn social studies, the history and culture of other countries. Though Maggie likes to sit down and give a piece of music some serious listening, she also likes to have it playing as part of her environment, whether working or having fun. Influenced by her parents’ attitudes, Maggie is cautious when looking for music on-line, and dislikes much of the commercial and prurient aspects of the Web. At the same time she does appreciate the ability offered by the Web to listen to samples of music that intrigue and interest her. She is interested in a music site that is both fun and informative, one that gives her the option to learn more about the music if she wishes to or to explore similar artists. Lately, Nelly Furtado is one of her favorites. Maggie tends to select music by the sound. Maggie is a visual person and appreciates both a modern, clean, slick “feel” to websites and the ability to see the cover art of the music she’s seeking. She likes to listen to pop songs by her favorite artists and she likes to have the lyrics of those songs.
Ewan, Maggie’s brother, is an enthusiastic music lover. Unlike his father Lou, who focuses his full attention when listening to music, Ewan, age 8, uses music in his daily life, both as a background to his activities and as a direct part of his play. Music is not limited to one area or part of his physical environment – it is, or can be present in almost any room or area of his world. He is open to many varied types of music though he does have specific aversions to particular kinds of music. Since he is home-schooled and spends a majority of his time in his house, he makes extensive use of his parent’s music collection. Such things as album covers and music labels easily influence him, i.e. anything that looks cool (to his sensibilities) must have cool music. He relies heavily on his parent’s judgment for his listening choices.
Adult User Persona:
Lou Garner, the father of Maggie and Ewan, is interested in music, especially the more serious aspects of recording and playback qualities when listening to or buying music. He is focused on Jazz and Classical music, although he does check out more modern, alternative music from time to time. His daughter’s music tastes, though not to his liking, keep him apprised of some modern pop music.
Lou primarily uses print resources or word of mouth to learn about new music, especially music reviews in audiophile magazines. He feels that it is important to accompany his child when on-line because of a child’s immaturity, youth, and gullibility and their inexperience in evaluating what is found on-line. He believes that many inappropriate sites exist on the web. Although he wishes to supervise searching online, he can’t always be with Maggie when she’s on-line.
He likes the idea of combining merchandising along with more in-depth information (such as the historical and cultural background) of music when looking at a music site, so that he can both go in-depth on the music information he’s searching for and can possibly buy the album(s) discussed on the site. He also thinks that a site that combines the slick “feel” of modern pop and in-depth information, as well as purchasing options, would be a good resource for his child (the information could be used for research, and the look of the site would keep the child interested). He seeks sites that will be useful for home-schooling.
Key quotes from Lou:
On kid sites: “Maybe some history, information, influences about music so that kids wouldn’t be stuck with Hilary Duff and just what she’s wearing and some silly movie coming up with her in it or whatever. Just all the marketing of crap around these singers—maybe getting into more academic information in a way—but in a way that makes it more interesting and fun—not pedantic or boring.”
“I’m kind of realizing that’s what’s missing… it would be nice if there were a little more blending of the research and merchandising sites, such that the merchandising sites had real research, real information to allow you to connect to other artists or styles or history or things.”
“The audio magazines are kind of nerdy in a way, but having an evaluation of the recording quality is a great benefit that you just don’t get elsewhere.”
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