BLOG REFLECTION 03

1) Describe your experience of creating personas from different users’ perspectives gathered in the interview data. Was there enough commonality between the 4 person interviewed to form a 

There were four of us in the group: Laura, Alison, Yamin and myself. We are all 
students from different background. 
We used the same life style practice we shared as our subject for interview:  
Grocery shopping style and behaviours at supermarket. 
We took turn to interview each other with list of questions closely related to 
the grocery shopping.

Interview with Laura (female/ age 24/ student /working part time) :

Tell me about the last time you were at the supermarket?
L: Only weekend because of busy work/studies schedule. Buy lots of things to 
store for a week or two. Shop at Woolworths Burwood, sometimes Coles in 
Strathfield .  Even though Coles is at where I live, it is not that convenient 
it has smaller variety. Woolworths Burwood offers much larger variety.

Do you always shop on your own? 
L: On my own most of the time, occasionally with friends.

How long do you normally spend at Woolworths?
I think it takes about 1 hour 30 min. Because I only do my grocery shopping 
once a week, that is why I need to spend a bit of time there.
 
What motivates you to use this service?
L:  Convenient and large selection of products.

What are your favourite features?
L: Self checkout system, no need to wait in the counter where people buy lots of 
things. Self checkout is much quicker. Open til late, sometime I go at 10 pm and 
it closes at 12. Clear categories by display.

What causes you frustration or preventing you from doing something?
L: I wish Coles at my suburb is bigger and often better price.

What would be your ideal expectation?
L: Larger stock and product range. More self checkouts.

What items you usually buy? Do you have a shopping list?
L: I plan my shopping list in advance, they are Woolworth in house range.

Your most frequent section? Which aisle do you always go first?
L: Fresh food, snacks, milk. Sometime gardening, that’s my hobby.

Whom do you buy for?
L: Myself!

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Interview with Alison (female/ age 21/ fulltime student) :

Tell me about the last time you were at the supermarket?
A: Last Wednesday, in fact it was after my gym session. I shop at Coles twice a 
week on Wednesday and Saturday after gym because it is just right below my 
gymnasium.

Do you always shop on your own?
A: Alone. I like to do my grocery shopping after gym when I am in the so called 
“healthy eating lead to healthy living”  mood.

How long do you normally spend at Coles?
About 1 hour 30 min. I go around checking things out.

What motivates you to use this service?
A:  Convenient location and long trading hours.

What are your favourite features?
A: It is convenient shop and long trading hours.

What causes you frustration or preventing you from doing something?
A: Fresh produce sometime may not be the freshest. Then I will buy the same produce at smaller independent  grocers.

What would be your ideal expectation?
A: Wider range of fresher produce and food.

What items you usually buy? Do you have a shopping list?
A: Typical Coles’ range of items. I don’t plan my shopping list, I buy whatever cross my mind.

Your most frequent section? Which aisle do you always go first?
A: Fresh produce. I want to eat the freshest food I can find to stay healthy.

Whom do you buy for?
A: All for myself.

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Interview with Nasha (female/ fulltime student) :

Tell me about the last time you were at the supermarket?
N: I went to Aldi this afternoon (Tuesday). I usually go on Saturday but it’s all
depend how busy are the studies/assignments or whether if I run out of things.

Do you always shop on your own?
N: Yes. I do grocery shopping on my own. This are for household stuff, not retail
therapy.

How long do you normally spend at Aldi?
Half an hour I guess. I usually go in buy the things I need and leave.

What motivates you to use this service?
N:  It stretches my budget further. Aldi’s range of products are far better value
for money compared to the other big two.

What are your favourite features?
N: Cheaper range of product across the board. Also their weekly special promotion.

What causes you frustration or preventing you from doing something?
A: The distance. Even though walking is a form of exercise  but hand carry bags
full of shopping can be tiring.

What would be your ideal expectation?
N: Larger range of products and self checkout counters.

What items you usually buy? Do you have a shopping list?
N: Usually tea, soy milk, almond milk and free range eggs but I check the pantry
to see what is needed. Sometimes I do buy spontaneously if I come across item that I need and it is on special.

Your most frequent section? Which aisle do you always go first?
N: Tea and milk.

Whom do you buy for?
N: Myself.

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Interview with Yamin (male/ age 27/ fulltime student) :

Tell me about the last time you were at the supermarket?
Y: I was at Woollies after weekend day out.  I went there to stock things up. I 
want to eat fresh so I make sure to go twice a week to get fresh fruit and 
vegetables.

Do you always shop on your own?
Y: Depend, sometime with friends.

How long do you normally spend at Woolworth?
Y: I need to go through aisle to aisle to find things I need, it takes about 1 and a half hour.

What motivates you to use this service?
Y:  It’s just convenient, I guess just like everyone else to shop at a supermarket
closest to where they live. 

What we your favourite features?
Y: Close to where I live, a wide range of products and open til late, I can hop 
in anytime before 12am.

What causes you frustration or preventing you from doing something?
Y: The store gets busy on Sunday evening, checkout lines are always long.

What would be your ideal expectation?
Y: Of course quicker checkout time, self served or staff managed checkout counters.

What items you usually buy? Do you have a shopping list?
Y: I don’t have a shopping list, just buy whatever that I need. 

Your most frequent section? Which aisle do you always go first?
Y: Definitely the drink section but I always go to fruits and vegetable section 
the moment I step into Wollies.

Whom do you buy for?
Y: Just for myself.

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2) Do you think your final persona(s) was successful in generating empathy with 
users? What would you change to make it better?

I consider my final persona workable in generating empathy from users. However, 
there are limitations to it as it was created based on interview with just 4 
individuals who shared the same background as student, that would confine the 
buying pattern to a certain style and the spending power to a certain limit 
(albeit some of the interviewees are from wealthier background).

To have a successful persona, I would conduct interviews with larger groups of 
users from various back ground, that will bring in much wider range of different 
users’ needs, wants , interests, frustrations, requirements etc. This will help 
to identify a more accurate users’ motivations, expectations and goals that 
responsible for driving behaviour. These information will able designer to create 
an ideal persona which is a quintessential user that represent the needs of larger
 groups of users, with regard to their goals and personal attributes and 
characteristics.
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