This is a prototype of parents of students at BYU

1. Personal Profile
Karl and Karen are the proud parents of two BYU students. As BYU is their alma mater, they are naturally pleased with their children’s decision to attend. They bleed cougar blue and love reminiscing when they visit Provo.
They take an active role in their children’s lives, even though their kids don’t live at home anymore. Their main reasons for using the BYU website are paying their children’s tuition, helping them register for classes, and looking up the academic calendar. They also frequent the financial aid page.
They consider themselves adept at using the computer but frequently get frustrated with the slowness and complexity of BYU’s website. Although they typically only use the website once a month, they cringe at the thought of having to navigate it. They have difficulty finding specific pages, even ones they’ve been to several times previously. Unless they know exactly how to get where they want to go, they have to click around and hope they stumble upon it.
They expect to quickly and easily pay for tuition and housing as well as put money on their students’ signature cards without having to go on a treasure hunt. They’re already giving so many resources to BYU; they don’t want time to be one of them. They simply want to be able to love the website as much as they love BYU.
Karen/Karl
parents of students
User Goals
Karl and Karen come to the site to . . .
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Pay tuition
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See the academic calendar
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Help their children register
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Put money on their children’s signature card
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See what events are coming up
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Read about financial aid opportunities
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Pay for housing
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See their children’s class schedule
•
Look at their children’s academic record
Business Objectives
We want Karen and Karl to . . .
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Find what they need easily
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Feel competent when using the website
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Make payments with no difficulty
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Continue to be proud of BYU and eager to support the university
“Make it for me.”
“Make it quick and easy.”
Personal Information
Age: 40-55
Hobbies: Golfing, exercising, traveling
Personality: Caring, task-oriented, energetic
Internet Usage
Internet experience: Intermediate (online 12-15 years)
Primary uses: Business transactions, e-mail, news sites,
family blogs, shopping
Favorite sites: Amazon, Gmail, Google News
Hours online per week: 10-20
Computer: Desktop (Mac/Win), LAN, IE 7 or Firefox