Persona: Young person

Fictional Name: Liam Blake

Job Title: Student

Demographics:

• 17 years old
• Single
• Doing well in his A-Levels

Goals and tasks:

• Liam aims to do well in his A-Levels so he can get into a good University
• Liam enjoys socialising with his friends both in person and online

Technical Competency:

• Liam is very comfortable using a computer and internet as well as a smartphone

Use Case Story:

Liam has a relatively high Britizen score for someone his age and is a part of his school’s Britizen group. He enjoys comparing his Britizen score with his many friends and the gamification elements of Britizen. He actively takes on many of the suggestions Britizen makes that he could raise his score with such as joining sport teams, choosing to purchase items from British shops, Liam mainly uses his smartphone to use Britizen via the app.

 

Persona: Mother

Fictional Name: Lydia Smith

Job Title: Nurse

Demographics:

• 30 years old
• Married
• One child
• Has a BN nursing degree

Goals and Tasks:

• Raising her daughter
• Caring for patients including giving them medicine
• Helping her husband clean the house and cook
• Saving money for a holiday

Technical Competency:

• Lydia is good at using a computer and smartphone to access the internet

Use Case Story:

Lydia enjoys using Britizen for the financial rewards such as tesco vouchers to help save money for her family. She checks Britizen daily on a web browser and occasionally reads the articles suggested to her by Britizen. Lydia is only connected to a few friends on Britizen and is not too concerned about other people’s scores.

 

Persona: Digitally Illiterate Older citizen

Fictional Name: Graham Ramsay

Job Title: Retired

Demographics:

• 70 Years old
• Married
• 2 Children, 3 grandchildren
• Secondary Education

Goals and Tasks:

• Assisting raising Grandchildren
• Socialising with friends

Technical Competency:

• Has a mild understanding of computers, does not use a smart phone.

Use Case Story:

Graham does not regularly use the internet and so in order to set up his Britizen account he went to the local library and asked for assistance to use one of their computers. He has a medium Britizen score as he does not spend much money on British goods however he wants to raise his score as he understands that his score affects his children’s scores and wants to help them get benefits.

Persona: Young Professional

Fictional Name: Lisa Chun

Job Title: Junior Solicitor

Demographics:

• 24 Years Old
• Single
• LLB Bachelor of Law

Goals and Tasks:

• Advise and assist people on legal matters
• Conduct research on legal matters
• Negotiate with agencies
• Wants to ascend the company ladder

Technical Competency:

• Lisa is very comfortable using a computer and smartphone, they are a big part of her personal and work life

Use Case Story:

Lisa uses Britizen regularly on both mobile and web and has a high score. She uses Britizen to check her score as well as her friends’ and has in the past unfriended people with low scores. She is seeking a mortgage on a house and thus wants to raise her score as much as possible in order to be eligible for a cheaper mortgage.

 

 

Persona: Digital Inequality

Fictional Name: Richard Ackroyd

Job Title: Custodian

Demographics:

• 32 Years Old
• Secondary Education
• Single

Goals and Tasks:

• Clean building floors by mopping and vacuuming
• Collect and empty rubbish bins
• Ensure cleaning product stock room is up to date
• Finish plumbing qualification so he can start his own plumbing business

Technical Competency:

• Richard has an older phone just for calls and texts, he knows how to use a computer however does not own one

Use Case Story:

• Richard has a low-medium credit score on Britizen as he occasionally is behind in paying bills. He accesses Britizen via computers provided by the school he works at. Richard wants to raise his Britizen score in order to assist in being approved for a loan to start a plumbing business when he becomes accredited.