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Personas: Moms
Lynda Banzi, Holly Batchelder,
Charlotte Rowe, Jacob Silberstein
Persona 1:
New stay-at-home mom
Katie, 28: married with newborn
Katie is a brand new mother. She is on maternity leave from her job as an elementary school
teacher at her local public school. Parenting is new to her, but luckily she has the support of
her husband (when he is home) and her parents (who only live about a 30 minute drive
away). When she is home during the weekday, and her husband is at work, she runs around
her house cooking, cleaning, and tending to her baby’s needs. She is exhausted but tries to
keep it together the best she can. She is college educated and tech savvy, so when she has
a free moment she checks Facebook & Blogs for parenting tips, Twitter for general news,
and Pinterest & Instagram for fun. Her smartphone is a lifesaver since she can carry it
wherever she goes. Plus, it’s super convenient for taking pictures of her baby and posting
them on social media.
Persona 1
Katie, 28: married with newborn
One Monday morning, Katie is home and following her routine of cooking, cleaning, and taking care of
baby. She runs the news throughout the day so she doesn’t feel too lonely. Mid-morning she notices
her baby feels a bit warm. She starts to panic because she’s not sure how warm is too warm. She
recalls hearing something on Good Morning America that a sickness is going around, and immediately
thinks it might have reached her baby. She can’t remember exactly what the sickness is, so she runs
to the computer to Google “Good Morning America sickness.” She clicks on the top search result,
which brings her to the ABC health website.
Persona 2: Claire
Experienced working mom
Claire, 43, works full-time in
marketing at a large firm in New York
City, requiring about 4 hours of
commuting time each day. She has 3
children in elementary school: a
daughter, 11; daughter, 9; and son,
7. Her work-from-home husband and
part-time sitter are the primary
caregivers during the day. While she
schedules all the doctor
appointments, her husband brings
them or she does so when she can
work from home.
Her major health concerns include
the challenge of the family eating
healthily when meals are rarely
together and prepared quickly. The
tight schedule provides little time for
personal workouts to stay in shape
and reduce stress. Even a challenge
to schedule well visits at doctor and
dentist. Any illnesses that are going
around at the school get her attention
as do high fevers and any clearly
visible problems like rashes.
Children’s health before parents’.
Claire is highly wired, though prefers
not to be online in the evenings or on
the weekends. She watches little
real-time TV and uses Netflix and
Amazon for entertainment. She gets
news from CNN alerts on phone,
reading print New York Times on
train, and viral messages. Twitter is
for professional use, Facebook for
social, email for personal and kids
scheduling, Instagram for personal,
and websites for shopping and info.
She depends on Google calendar.
Claire would be unlikely to be
introduced to an ABC health news
story directly from one of the ABC
shows. However, one morning on the
train when she is catching up on her
Facebook updates, a friend posts an
ABC video about an unexplained
fever raging through schools in the
New York metro area. She
immediately clicks on it to seek
further information about the spread
of the illness and what she can do to
protect her children.
Persona 3:
Adoptive New Mom
Laurie, 50, married to Todd, 52. They recently adopted brothers Luke 12, Rick
14. It is their first time raising a family and they have little experience with kids.
Laurie is an only child and Todd’s brother has kids but lives far away from the
Lifestyle & Habits
Laurie works from home full-time. She is on-line occasionally and has a
smartphone but not very savvy. Doesn’t use apps. She relies on Google search
for most things.
Seeking Health Info
Rick has just started to have stomach aches in the morning but not for the rest of
the day. Laurie is not sure if she needs to take him to the doctor. She is hesitant
to ask for help because she doesn’t want to be seen as incompetent. Her mom
used to rely on advice from Dr. Tim Johnson, so she searches for him and finds
a link to ABC News Health.
Persona 4:
Mom to child with allergies
Gail, 34, Single
Two sons - Mason, 10; James, 6; James has
peanut/tree nut allergies
Gail works as an adjunct English professor at the local
community college. Her parents help with childcare when
she is not able to be home. Gail uses email regularly for
her job and has a facebook account that she uses to keep
in touch with family and friends. She uses her smartphone
to read news headlines when commuting to and from work.
Gail does some online shopping, mostly focused on items
for her sons, especially nut free foods for James.
Persona 4:
Mom to child with allergies
While at work one day, Gail overhears some colleagues talking about a
young girl who died of anaphylactic shock during a book fair at her
school. This piques her interest and when she gets back to her office,
she goes to Google to see if she can find information about the story.
She types in the term “anaphylactic shock book fair” and clicks on the top
result, which brings her to the Yahoo news coverage of the incident.
While browsing the article, she sees a sidebar with information about the
Yahoo news and ABC news partnership. She goes back to her google
search and looks for the ABC news coverage and ends up at ABC News
Health page.

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