I met Antonella, Ashley and Natasha via a New York Times article, Before Creating the Car, Ford Designs the Driver, by Phil Patton. “Antonella is an attractive 28-year old woman who lives in Rome. Her life is focused on friends and fun, clubbing and parties. Natasha is a “a tech-savvy “social achiever”” and Ashley is “a cool mom.”
These people don’t actually exist. They are imaginary characters created by Ford Motor Company to capture the personality of intended customers of specific car models. These colorful avatars bring to life piles of statistical research and demographic data to create a shared image for everyone working to create the next hit for Ford. I find this approach is very valuable in articulating and relating to the nuanced, multifaceted demographic data of the over 40 consumer.
I was inspired to define an ideal composite character for GoodDesignAgeWell. I chose Ashley as the core character because she is described, according to Ford’s internal research documents, as a mom “who, like the vehicle, represents an update of traditional family priorities. She shops at T. J. Maxx, H&M and Target and“friends are part of her family.”” The concept van also fits the vision of a family vehicle that is designed well and integrates lo-tech and hi-tech concepts that make daily life better; built-in hand sanitizer and sunscreen dispensers, storage hooks to transport scooters and strollers, large underfloor storage, constant Web access, and an RFID electronic tagging system to track, via the onboard computer, important items you don’t want to forget or lose.
In addition to Ashely, I see GoodDesignAgeWell is more than a single character, it is a family of personalities. Building upon the Ford research I believe Ashley’s family shares similar values and attributes across multiple generations and most notably, family members are also friends.
I also put greater importance on the role Ashley plays as the family medical manager and wellness coach. Her focus on safety and wellness is illustrated well with the photo of the concept van with Harry Allen’s International Design Magazine (I.D.) 2009 packaging award winning first aid kit for Johnson & Johnson. Available at Target.com for $18.49
Other Key Points on the Value of a Persona:
• Personalizes the ideal buyer
• Articulates common values and attitudes across boundaries of nation and language
• Equally effective for concepts and for products in production
• Importance of pleasure and preference in buying choices vs. older, rational models of buyer behavior based simply on price or other hard factors.
• Design is critical
• “We now focus quite a bit on aspirations and dreams.”
WHAT CHARACTER PROFILE IS PERFECT FOR YOUR PRODUCT?