FOUR STORIES Bringing the building blocks to life through some sample user scenarios.

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FOUR STORIES: TONY

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MEET TONY.

A 32-year-old father of two, Tony has been a Pepsi drinker for the better part of the past decade, but a recent annual physical has him rethinking his sugar intake. In an effort to make a more informed decision, Tony visits the Pepsi website searching for details about the amount of sugar in Pepsi—and Diet Pepsi too, for that matter.

FOUR STORIES: TONY

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FOUR STORIES: TONY

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FOUR STORIES: TONY

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FOUR STORIES: TONY

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FOUR STORIES: TONY

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FOUR STORIES: TONY

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MEET TONY.

Information Seekers

Seeking information that may already exist

Product information

Cross-channel, cross-site considerations

Make the pages and functionality easy

and intuitive

FOUR STORIES: ANN

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MEET ANN.

A middle school teacher, Ann enjoys the multiple varieties in Frito-Lay Flavor Packs: Doritos, Lay’s Potato Chips and Sun Chips. But Ruffles—those are her personal favorite. Ann recently purchased a Flavor Pack that didn’t have any Ruffles in it. There were still 22 bags in it, though instead of Ruffles, the pack included four more bags of Doritos than it should have. Ann is now visiting the Frito-Lay website looking for the most direct way to explain her problem and ask for some form of compensation.

FOUR STORIES: ANN

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FOUR STORIES: ANN

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FOUR STORIES: ANN

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FOUR STORIES: ANN

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FOUR STORIES: ANN

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FOUR STORIES: ANN

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MEET ANN.

Users with problems/issues

Seeking resolution on an individual,

specific issue

Needing/demanding something like a refund,

rebate, etc.

Chat/Virtual Agent

Tone: Make it friendly and welcoming

FOUR STORIES: MARY

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MEET MARY.

Mary is 48-year-old telemarketer who recently lost weight on the orange juice diet after having read about it on a personal health blog. Firmly convinced of the restorative value orange juice has on the cells, Mary wants to share her great experience with others. She’s been a regular reader of the wall on the Tropicana Facebook page over the last few weeks, and having gained some useful information from it, she’s planning to share a comment there.

FOUR STORIES: MARY

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FOUR STORIES: MARY

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FOUR STORIES: MARY

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FOUR STORIES: MARY

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MEET MARY.

Advocates, Friendlies and Compliment

Droppers

Just wants to give a compliment

Social Complete: Don’t leave the user

hanging

FOUR STORIES: BEN

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MEET BEN.

Ben loves Mountain Dew White Out. Every time he hits the mountain bike trails, he starts his ride by slamming one of the citrus-flavored beverages. While he typically buys them at his local grocer, he recently ran out and opted to stop into a convenience store for one on the way out to the trail. No luck—just regular Dew. Ben is now standing in front of the C-store, smartphone in hand, accessing the Mountain Dew mobile site.

FOUR STORIES: BEN

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FOUR STORIES: BEN

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FOUR STORIES: BEN

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FOUR STORIES: BEN

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MEET BEN.

Users with problems/

issues

Seeking information that may already exist

Company information

Placement and consistency

Make the pages and functionality easy and intuitive