The Brief
ENVISION is a concept nonprofit retreat and environmental learning center located in a remote area of Colorado. The center aims to provide transformative experiences that combine mindfulness, adventure, and sustainability education.
The goal is to drive awareness, leads, purchasing and customer retention among ideal customers and supporters
Challenge
Create a set of user personas that capture the diverse motivations, goals, and frustrations of ENVISION's target audience. These personas should reflect the center's commitment to personal growth, environmental stewardship, and holistic well-being.
The personas will be used to inform the design and programming of ENVISION's offerings, ensuring they resonate with the needs and values of potential guests.
Process
Research: Conduct thorough research on the target demographics for eco-retreats, mindfulness programs, and sustainability education. Identify key psychographic traits, values, and behavioral patterns that align with ENVISION's mission.
Persona Development: Based on the research findings, create a set of 4-6 distinct user personas. Each persona should have a unique name, age, occupation, location, and family status. Craft detailed descriptions of their personalities, goals, frustrations, and user journeys.
Validation: Review the personas with stakeholders and subject matter experts to ensure accuracy and relevance. Refine the personas based on feedback and additional insights.
Implementation: Integrate the validated personas into the design and programming process at ENVISION. Use them as a reference point to ensure that the center's offerings resonate with the target audience and address their specific needs and motivations.
Iteration: Regularly revisit and update the personas as ENVISION evolves and new audience segments emerge. Continuously gather feedback from guests and incorporate insights to keep the personas relevant and accurate.
Search Behavior: Research keyword search phrases and develop a sample list of content headlines likely to capture the attention of ENVISION personas.
Key Insights
ENVISION's target audience encompasses diverse individuals united by a shared desire for personal growth, adventure, and environmental stewardship.
The personas highlight the varying motivations that drive potential guests, from seeking respite from burnout and stress to craving meaningful travel experiences and opportunities for continued learning.
A common thread is the aspiration to align one's lifestyle and choices with environmental values, whether through minimizing carbon footprints, supporting conservation efforts, or embracing sustainable living practices.
Across different life stages and backgrounds, the importance of mindfulness, work-life balance, and connecting with nature for overall well-being is recognized.
The user personas developed for ENVISION capture the diverse yet interconnected needs and aspirations of the center's target audience. By understanding these personas' unique goals, frustrations, and user journeys, ENVISION can tailor its offerings to resonate deeply with potential guests.
From the policy analyst seeking rejuvenation to the retiree eager to leave a positive environmental legacy, each persona represents an opportunity for ENVISION to deliver transformative experiences that combine mindfulness, adventure, and sustainability education.
By addressing the specific pain points and desires of these personas, ENVISION can position itself as a premier destination for those seeking personal growth while positively impacting the planet.