MCSF: User Personas
The business goals lead directly to the two kinds of users that MCSF needs to reach: Concert Goers and Prospective Singers. While there is some overlap, the two personas identify different user goals and different user journeys that must be addressed. A Prospective Employers persona overlaps strongly with Prospective Singers and so is not considered a main persona.
Working with the Chorale marketing team, looking at site analytics, and gathering data about people who have auditioned for the Chorale, the following personas are evident (in brief):
Persona 1: Concert Goer
Median Age: 65
Use of Social Media: limited
Device Use: leans more toward desktop over mobile
Persona 2: Prospective Singer
Median Age: 48
Use of Social Media: reasonable
Device Use: both desktop and mobile
Other User Data
Analytics show that overall access to the website is almost evenly split between desktop and mobile platforms, and that ticket sales happen from desktop by an almost 2:1 margin.
Users get to the site mostly directly (52%), with search engines referring appreciable users (~35%). Figure 1 shows data from the last 30 days. Data over the course of 2017 shows similar figures.
Figure 1: Traffic source analytics
