Sample Visitor Vignette
Note: In real life, this would be one of several vignettes that will help give designers and developers an idea of what visitor experience they're trying to achieve. This particular profile was drawn up for a musical instrument business. The profile for your organization would be different, but have the same kind of detail and depth.
Remember to check out the following, as well.
It's Friday night. Taylor is out with his buddies and Brandon is in the shop in the garage. He's modifying his skateboard based on some ideas he got from his online buddies. That leaves the computer free for Sue and Ron.
Tonight the project is to get that new trumpet ordered for Brandon. Both their cell phones lit up today with the reminder from The store that the special on trumpet upgrades would expire this weekend. Sue's been thinking about getting those reminders every day, instead of just Friday like she's requested now. But after chatting, she and Ron agree that once a week is plenty.
They launch AOL with their common user name. That way both AOL and The store will know which profile to use for them.
From the AOL opening screen they go to the store's website and their joint personalized page comes up. The reminder box flashes three times to let them know that the special on the trumpet upgrade is about to expire. Up at the top of the screen are the "Projects" tabs.
Right now there are only three. There's the trumpet upgrade and a tab for Sue's page and for Ron's. If Sue had signed on by herself, she's have more tabs. She's always got more projects going than Ron does.
Tonight will be pretty easy. They've been researching the upgrade for about a month. Sue's done most of it. She's the one who read the articles on the site. She used the "Ask an Expert" feature to get some ideas, and got a few more from the Parents discussion board and it's archives.
She set her infobot for "inside and outside" and for over a month it's been bringing back tidbits of information. And, for the last three weeks, she and Ron have been playing with the Trumpet Order Builder.
They've tried lots of combinations. Sometimes they tried options that kept their monthly subscription cost the same. Other times they played with features first and then checked out how that would affect pricing.
One thing they both like is that "Must Have/Nice to Have" feature. Each time they select a configuration for a trumpet, the store's website tells them what they must have to make the purchase work.
The "Must Haves" show up in a distinctive color. They can opt not to buy a "Must" by checking the "I've Already Got This" button. "Nices" show up as suggestions. A click on a "Must" or a "Nice" will bring up information about why the recommendation is made. There's also the "Others Who've Bought This Item" feature that makes further suggestions. And they can always use the "Suggest Something" option that uses their purchase and information use history as well as those of similar folks to make suggestions.
Since the system already knows what they've got, it's way easier than shopping somewhere else, even if they could save a little money. That's why Sue always checks the "Price is No Object" option on the infobot. Besides being the right choice for most of their searches, she just feels "special" when she checks it. That's because price almost always is an object for them.
A few times, they've discussed getting an instrument through one of the websites, but they always decide to stay here. Ron likes the store's website mostly because he can always find out everything he wants to know, but Sue likes them because they're friendly and remember what she likes.
"Yeah," Ron tells her, that's why your menu on the side there always has 'Help' at the top."
It's a running joke with them. Ron's menu has sports scores at the top and Sue thinks that's funny since sports has nothing to do with music. But both of them really like the fact that the features they use most often are right at the top of their menus. They're on the left for Ron, because he's left handed, too.
Sue frowns. "Honey, your dad still hasn't gotten back to us about whether he'll help with this. I don't want to miss the special. Give him a call, will you?"
While Ron goes in the other room to call his father, Sue clicks the tab for her own screen. The reminder about the trumpet special is there, along with an announcement the infobot picked up that Kristin's school orchestra is giving a concert on the tenth. Maybe they can drive up for it as part of their covert mission to get Kristin playing again.
She also notes that there are no reminders to buy supplies. She loves that feature and has it hooked to both her email messages and her page. By tracking her supply purchases, the system lets her know when an order should be due. It's really helpful.
While Ron and his dad chat about the Bears, she check out the "Keep Them Playing" button on her menu. That's the name she gave the parents chat about keeping their kids playing music once they leave school band. There's nothing new there today except some announcements of online events.
Ron comes back in the room. "He's a go for it, babe. He'll pay $200 up front so we can bring the monthly down. And he's willing to chip in $20 a month. He says he'll go $250 if the Bears win Sunday."
Sue smiles at her husband. "Now call him back and tell him to get online and finalize his part so we can complete this tonight. I don't want to have to spend the weekend remembering to order. And ask if he'll got $250 if we pray for the Bears on Sunday."
"He's going online now, hon." Ron's back. Sure enough, their Gift Registry light is flashing. With a click, Sue finds that Ron's dad has committed $250 up front and $25 a month. The message attached says, "Those prayers better work!" The store's website will split the billing automatically, after a confirming email to both parties.
They choose the Trumpet Order Builder. They've saved three options. Last Friday they wanted to save a fourth, but the system suggested that three options would be easier for them to choose from and walked them through an evaluation process to narrow their choices.
"With your dad in the picture, we can go big time," Sue laughs. They choose the option they've named "Best for Brandon" and move it to their shopping cart. They leave all the "Musts" in place. They've learned to trust those recommendations.
"What about the case?" Ron asks. Sue's looked at this option before. It's under "Nice." The explanation tells them that the case they have for Brandon's current instrument will work for the new one, but suggests that a case just for the instrument is far better. Ron and Sue agree.
Since the "Order Builder" has everything that they've worked up over the last month, it's just a click to place the order. They pick "Special Options" because they'll be sharing payment with Ron's dad. On most orders, one click does the trick.
"OK," Ron says, when they're done. "Now it's time for me to check up on the Bears so I know what to tell you to pray for on Sunday. I want to order that stuff for Kristin, too."
Sue heads back to the living room. She knows Ron will place his order for Kristin through the store's website. It's not music, she's not playing right now, but by using a Music Education Partner, they get more rebate money for the Booster Club and the purchase winds up in the "gifts" part of their database so they can get more good recommendations from the system.
Back in the living room, Sue thinks about how this all works. It's like Karl, the candy store man in the neighborhood where she grew up. He knew her. And you never had to tell him anything twice. He always remembered that she liked those special mints. He'd even hint to her mom that she should take some home to Sue, when mom was in getting the paper.
That's what she likes about the store's website. It remembers her. It treats her special. And it's so easy!! It's even helped Ron remember their anniversary and make reservations for dinner. Now, if she could get them to help him pick up his socks. She starts composing the email in her head.
Remember to check out the following, as well.
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Copyright 2002 by Wally Bock
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