Lowes
Home Gardener
Target Audience Persona
My Story
“When Joseph and I were house-hunting, we looked at so many
places. It seemed like hundreds of properties, but when we saw
this one, we were sold. The backyard was perfect for me...now, I
have a flower garden, an herb garden and a few vegetables
(fresh bell peppers are the best). I make a lot of trips to the
garden center, and I spend quite a bit of time online researching
my upcoming projects. My current project is getting the garden
ready for spring…it’s not far away, and I’ve found some new
things I’d like to try this season.”
My Goals on the Site
• Information on seasonal planting tips.
• Specific product information on fertilizers, plant foods, pesticides
and what sort of effect these products can have on the
environment.
• Get recommendations for my garden based on the layout, soil
content and exposure to sunlight.
• Get details on what sort of new gardening tools are available.
Violet
Home Gardener
DIY - 37 years old
DIY- Beginner - Intermediate
“My garden is my sanctuary, a
little place of my own to get away,
to rest, to recharge. I never feel
more connected to life than when
I’m cradling a plant by the roots,
setting it into the ground.”
My Web Usage
• Frequent web user and experienced with online search.
• Spends a fair amount of time looking for gardening information
and tips.
• Works from home occasionally, and knows how to use VPN.
• Regularly surfs gardening websites.
My Path to This Site
• I spoke to a neighbor about hardware stores in the area, then
looked up Lowes’ URL.
My Special Needs
• None
Lowes
Novice Handyman
Target Audience Persona
My Story
“Mom and dad weren't the handiest people with a set of tools, so
they used a lot of contractors while I was at home. Now that I'm
married and have a place of my own, I want to learn how to do
more of my own home improvements and repairs. It just makes
sense, budget-wise, but I know I have a lot to learn. I've used
the web to learn about tools and how to use them, and sales
clerks at Lowes are always helpful. I’ve started shopping for
garage storage units, since all the new tools, yard equipment
kids bikes and sports equipment are making it harder to park the
car. I still seem to break more than I fix, but it's getting better.
Even my wife, Pam, says so.”
My Goals on the Site
• Find instructions, beginning with basics for individual projects that
I’m interested in taking on.
• See step-by-step guides for emergency home repair, with tool
and material lists.
• Get recommendations on who I should call if I get in a jam.
Rod
Aspiring Handyman
35 years old
DIY – Intermediate +
“I’ve tried to commit to doing
more of our home repairs myself,
and it’s been a challenge. A leaky
water heater at 3 a.m. is never
fun; even less so when you don’t
know what to do next. I learned
the hard way.”
My Web Usage
• Frequent web user at work and home.
• Casual use includes following some sports online.
• Quick to consult the web when a home repair emergency occurs.
My Path to This Site
• Looked it up on Google.
My Special Needs
• None
Lowes
Target Audience Persona
Remodelers
Our Story
“We bought this house about 12 or 13 years ago, when Sara was
just about to start junior high. Now she’s graduated college and
off to start a new job, and we have big plans for her old room.
But first, we’re going to remodel the kitchen…we’ve wanted to
replace the cabinets and countertops for years. Diane is
especially excited about the project, and she’s had a great time
doing some online shopping and research. Besides, every little
improvement increases our home’s value.”
Our Goals on the Site
•
•
•
•
Jack and Diane
Remodelers
56 and 53 years old
DIFM - Beginner
“We’ve wanted to do some home
remodeling for years, and now
that Sara has graduated from
college, we have some additional
space to work with.”
We’d like to see home remodeling plans.
Shopping and price comparison.
Research what sorts of tools we’ll need for specific projects.
We’d like to see recommendations for things like paint, wallpaper
and some additional furnishings such as lighting.
Our Web Usage
• Online relatively often; keeps in touch with their daughter via
email.
• Surfs sites for news and information on home improvement
projects, especially projects that show “before” and “after”
photos.
Our Path to This Site
• Searched out the URL after seeing a link in a newsletter.
Our Special Needs
• We want to see clear images of Lowes inventory online.
Lowes
Home Lover
Target Audience Persona
My Story
“I’ve been a stay-at-home mom for years, and since Tom and I
have often hired help for chores around the house, I’ve had a
little more time than many women for my own pursuits. And ever
since we had this house built to our specifications, it’s been a joy
to decorate. Every season gets its own theme; every holiday gets
a special treatment. The local newspaper even spotlighted our
house in a big Sunday feature story a couple of years ago. And
now, I’ve gotten some plans that I love for a new deck. I never
knew I’d ever learn so much about composite materials…I feel
like a contractor! I don’t know if the neighbors are envious or
not, but I’d kind of like to think that maybe they are just a little.”
My Goals on the Site
Pamela
Home Lover
47 years old
DIFM - Beginner
“I’ve worked hard to put together
a house that stands out as a
showcase for the neighborhood.
We’re proud of our home, and my
husband and kids enjoy seeing
what I come up with next.”
• I like a good room planner section in the site. I love room
planners, since I’m always redecorating and reinventing my
favorite spaces.
• I’d like to see online showcases for wall coverings and room
accessories.
• I tend to buy a lot of items online for delivery, so easy-to-follow
checkout areas are a must.
My Web Usage
• Frequent web user.
• A fan of Martha Stewart.com, Dwell magazine online and Nigella
Lawson’s Living Kitchen collection.
My Path to This Site
• Found it while doing a Google search for something else.
My Special Needs
• None
Lowes
First-Time Homeowners
Target Audience Persona
Our Story
“We were married not long after college, and our first jobs took
us around the country. We moved from one rental to the next,
but the goal was to buy a house. Finally, this year it happened.
Mathew and I were in great jobs, and living in New England
with our 3-year-old daughter Kimberly. We bought a place
near the city, and now we’re learning first-hand what home
improvement is about. We’re starting with Kimberly’s room,
and I want to find some window treatments that will help cut
down on the afternoon sun.”
Our Goals on the Site
• We want to be able to research home repair tutorials online, with
guides for what tools and materials we’ll need.
• An emergency help hotline/chat area online would be great for
repairs that can’t wait.
• For the things we can’t fix, Lowes installation service would be
helpful.
Mathew and Jessica
First-Time Homeowners
28 and 26 years old
DIY – Intermediate
“Our house is our biggest
purchase ever, and we're already
discovering how much work goes
into being a homeowner. We want
to learn how to do as much of our
home improvement as we can.”
Our Web Usage
• Experienced with the Web.
• Uses the computer daily for email.
• Surfs a few websites for building and repair tips, plus some
shopping and price comparison.
• Shops online often, buys online occasionally.
Our Path to This Site
• Email from Lowes after new address was captured by USPS.
Our Special Needs
• We want a clear and simple website that leads us quickly to the
paths we want.
Lowes
Weekend Handyman
Target Audience Persona
My Story
“I’ve always enjoyed taking on a new home project, since it
gives me an excuse to see what’s new at the hardware store.
Tools are kind of a hobby and kind of a passion for me, and I
always have ideas for fixing up something around the house.
Sometimes I need a little help when I run into something
unfamiliar, but I’ve learned when to ask for someone to bail
me out. Like last month, when I had to replace the ceiling fan
in the family room, and I had some trouble with the
installation (it’d be nice if they were easier to install).”
My Goals on the Site
• I want see what’s new in hardware, and I’m always interested in
user reviews.
• I like seeing store layout diagrams, because sometimes, I just
want to get in and out quickly, and a map can be handy.
• I enjoy advance information regarding upcoming in-store
demonstrations of new tools, especially if there’s some hands-on
time for a tryout.
Antonio
Weekend Handyman
52 years old
DIY - Advanced
“I enjoy my home projects, and I
always like having the right tool
for the right job. My wife says I
have too many tools, but when
you have a project that needs a
crescent wrench, you learn pretty
fast that nothing else will do.”
My Web Usage
• Familiar with the web, not a frequent surfer.
• Tends to be task or project-oriented; looks for project-specific
information.
• Enjoys shopping online, but prefers to buy in person.
• Uses email to keep in touch with his son at college.
My Path to This Site
• I found it listed in a product flyer I picked up at my neighborhood
Lowes.
My Special Needs
• A clear and simple website that leads me to the paths I want.
• A good display of Lowes products.
Lowes
Newly Single
Target Audience Persona
My Story
“The breakup wasn't contentious, thank goodness, but when the
rules for life suddenly change when you hit 40, you have to
reconsider a lot of things that used to be taken for granted. Now,
if the washing machine breaks, I either have to fix it myself or
call a plumber (or a friend that knows plumbing). The ex and I
share custody of our two boys, which adds a little more
complexity to the situation. I find that I need to do as much
preparing and shopping online as I can, since that is the quickest
and most economical way right now. A good example is the
refrigerator…it’s been having issues for a long time, and now it’s
leaking. I’m on my own, so it’s become my next project.”
My Goals on the Site
Anita
• I’d like an emergency help hotline/chat area for repairs that can’t
wait, or a contractor referral service.
• I want to be able to research home repair tutorials online, with
guides for what tools and materials I’ll need.
• Buying online is looking more like an attractive option for future
purchases.
Newly Single
40 years old
DIFM – Beginner
“After my divorce, I found myself
starting over in so many ways I
never expected. What used to be
team projects were now solo
projects, and sometimes I have to
scramble to keep up and keep
things within my budget.”
My Web Usage
• Fairly frequent web user.
• Uses email and IM to keep in touch with her sons.
My Path to This Site
• I visited my local Lowe’s for help with a home appliance repair
project.
My Special Needs
• I never know where I’ll need to focus on home repairs, so I’ll need
a space that’s easy to explore.
Lowes
Rental Property Owner
Target Audience Persona
My Story
“My grandfather dealt in real estate all his life, and he taught me
about managing rental properties. He even helped me finance my
first property. Now I have units in several states, and my goal is
to always keep a property occupied, and to get them ready for
rental quickly when they're vacated. This means that sometimes
I have to move fast to get an apartment or a duplex ready to
show. I need a hardware store that can have my regular
orders...such as paint and cleaning supplies...available quickly,
as well as bigger items, like the built-in microwave I had to
replace in one of my Arkansas units.”
My Goals on the Site
• I’d like an area that allows me to maintain a list of standard orders
that can be filled and ready for pickup on the same day.
• I’d like a feature that allows me to check the status of special
orders.
Kevin
Rental Property Owner
44 years old
DIFM – Intermediate
“I bought my first rental property
about 15 years ago. I made a lot
of mistakes early on, but I kept
learning. Now I have almost a
dozen units on the east side, a
couple in the north end and I’m
looking at a few new
neighborhoods.”
My Web Usage
• Fairly often. Sometimes get emails and IMs from tenants.
• Exploring alternate advertising avenues for rental properties.
• Browsing real estate listings online for new property leads and
researching trends in rental pricing.
My Path to This Site
• Awareness of the store chain.
My Special Needs
• None.
Lowes
Renters
Target Audience Persona
Our Story
“We bought some simple but nice furniture and that help after we
got married, but we still have stuff laying around on tables and
we have some nice photos of the wedding and our family we’d
like to display. Some nice shelves in the living room and
bedroom would really help. Since we’re renting we need to
invest in things we can take with us when we move but still help
us feel at home”
Our Goals on the Site
• Looking for ideas on how to make the most of a small space and
definitely on a budget.
• Get information on the materials and tools needed for our project,
with amounts and some price comparisons.
• See screenshots and video samples of finished projects.
• Would consider making more purchases online for some items.
Sean and Vicki
Renters
23 and 24 years old
DIY – Beginners
“We started out as friends, but
before you know we were dating
and now we’re married. I guess it
time to do the domestic thing. So
our ratty dorm furniture won’t do
and we also need to get a little
more organized”
Our Web Usage
• We live on line, that’s how we keep in touch with all our friends
and we love gaming.
• We’re growing up a little and banking and research and shop
online for things we need.
Our Path to This Site
• We found the site while surfing.
Our Special Needs
• We thought getting married would help us save money but
somehow it’s costing us more and we haven’t learned to budget
well yet, we still like to have a lot of fun.
Lowes
DIY Home Repairs
Target Audience Persona
Our Story
“Don’t let anyone fool you…being a homeowner is a full-time
job, but maybe we work at it harder than most. Isabel and I
are always finding things to do around the house, and now
that the kids are old enough to start helping out, everyone has
chores on the weekend. We tend to be careful shoppers, doing
a lot of research before we buy. Right now, we need to replace
the bathtub faucets in the master bath. All the fixtures in the
room are a particular shade of brushed nickel, and we want to
match everything as closely as possible.”
Our Goals on the Site
• We want to be able to search for specific home improvement
items, by brand or by things like color or finish.
• Lists of best-rated and best-selling home improvement products
would be helpful, especially if they include user ratings and
comments.
Isabel and Juan
Home Repairs
40 and 39 years old
DIY – Have to
“We’re not on a super-tight
budget, but when we do any sort
of work on the house, we want to
do it right the first time. We buy
the best materials we can afford,
and we get help if it’s a
complicated job.”
Our Web Usage
• Very experienced with the Web.
• Uses the computer daily.
• Surfs websites for building and repair tips, consumer reviews and
professional recommendations.
• Shops online often, buys online occasionally.
Our Path to This Site
• Familiar with Lowe’s as a regular customer.
Our Special Needs
• None
Lowes
Home Handyman
Target Audience Persona
My Story
“Dad was a hard guy to please, and I guess I am, too. He took a
lot of pride in his work, and that rubbed off. Maybe I’m a
perfectionist, but I know what I want, and I won’t accept
something less, especially when it comes to fixing things up
around the house. Just recently, I needed to replace my circular
saw. I use a particular brand of power tools that all use the same
type of rechargeable battery, so I wouldn’t consider any other
brand. My local Lowe’s didn’t carry the model I was looking for,
but a Lowe’s in another state had it in stock. I placed my order,
and they shipped it direct. I had it in no time, and I was back in
business.”
My Goals on the Site
Chris
Home Handyman
48 years old
• Able to find specific favorite hardware brands easily and check
stock in my local store.
• Would consider offering home improvement advice online
occasionally in a moderated chat forum.
My Web Usage
• Moderate use, does some research for specific projects.
• Keeps in touch with friends and family via email and IM.
“I inherited my love for handiwork
from grandpa and dad, as well as
a lot of their old tools. They
taught me everything I know, and
I use their lessons every day.”
My Path to This Site
• Directed to the site by a Lowe’s associate.
My Special Needs
• None
Lowes
Handyman
Target Audience Persona
My Story
“I’ve always been a jack-of-all-trades, just like my pop. He fixed
everything around the house, and I was always tagging along.
Years later, when I was working as a delivery truck driver, my
wife and I bought a house. It wasn’t long before my neighbors
would see me working on home projects. Someone would ask for
advice on how to fix their lawn sprinkler, someone else would ask
if I knew anything about roofing. One thing led to another, and
now I’m in business for myself, and I’ve got enough work to keep
me busy most of the year.”
My Goals on the Site
• Since I’m rarely online, I have no real goals.
My Web Usage
• Almost none.
Carlos
Professional Handyman
38 years old
“I’ve been working in my
neighborhood for years. The
business started by word-ofmouth, and now I’ve got a pretty
long list of regular customers, and
enough business to let me hire
my brother-in-law.”
My Path to This Site
• Never been to the site.
My Special Needs
• N/A
Bringing This User Online
• Features such as tracking special orders, checking store inventory
and finding alternate products for special projects could appeal to
this type of user. An in-store computer kiosk could be an entry
point for this user to begin exploring online alternatives.
Lowes
Building Contractor
Target Audience Persona
My Story
“My father and his brother Ray started this company, and I
worked with it off and on the whole time I was growing up. I
spent summers carrying drywall mud and stacking lumber all the
way through high school. When dad retired, Ray asked me to
take a bigger role with the company, since I’d been raised in the
business. I took it all over when Ray retired, maintaining many of
the same relationships that they’d built over the years. All the
clerks at the hardware store know my name, and I know which
ones can help me the most with particular projects.”
My Goals on the Site
• I don’t typically have a lot of time for Internet use, so I like finding
what I need quickly, without a lot of searching.
William
Building Contractor
42 years old
“Business has been good for the
past couple of years, and I almost
always have several projects
going on. Building relationships
that you can trust is key to
getting the best, whether it’s
employees, other contractors,
clients or wholesalers.”
My Web Usage
• Online a few times a week.
• Send and receive email from subcontractors.
• Occasionally conduct research online for job bids.
My Path to This Site
• Sales clerk recommendation.
My Special Needs
• None
Lowes
Landscape Professional
Target Audience Persona
My Story
“I never thought that after all these years, I'd still be out there
doing yard work. Of course, now it's a living instead of money for
video games, and my landscaping business is doing really well. I
have enough work to keep me very busy, but one day, I'd like to
hire a few people and dedicate a little more of my time
continuing my education and learning more landscape design
techniques. Perhaps I could do some of that online one of these
days...”
My Goals on the Site
• Able to quickly find specials that pertain to my business.
• Able to quickly check the status of special orders.
Gerald
Landscape Professional
25 years old
“I started my business with a
lawnmower I borrowed from dad
when I was 12. By 15, I was
mowing every yard in the
neighborhood. Now, 10 years
later, I have my own landscape
business and some great projects
on the horizon.”
My Web Usage
•
•
•
•
Infrequent at work, more casual use at home.
Some online gaming.
Keeps in touch with friends and family via email and IM.
Considering a small business website in the future.
My Path to This Site
• Followed a link from another landscaping business website.
My Special Needs
• None
Lowes
Commercial Building Manager
Target Audience Persona
My Story
“I started work with the company not long out of college, and
I've managed a variety of properties over the years. Each have
their own challenges, and keeping up with renovations and
repairs is just one piece of the puzzle. Complying with various
city, state and federal codes feels like a full-time job some days,
and I usually don't have the time to shop around...I just want to
make one call and send one of my guys after the order.”
My Goals on the Site
• I want to complete orders quickly and have my items ready to be
picked up with a minimum of downtime.
• I’d like a “frequently bought items” list that I can simply point to
and click for delivery.
• Would consider buying online in some circumstances.
Ray
Commercial Building Manager
56 years old
“I manage an 18,000 square foot
office space for my company, and
getting new tenants is always a
challenge. We customize the
spaces to their needs, so hardly a
week passes that I don’t have
some serious remodeling going
on.”
My Web Usage
• Frequent, but not typically for surfing at work.
• Checks status of company web page for current rental
information and property availability at other locations.
• Sometimes searches for specific building
maintenance/improvement items online.
My Path to This Site
• Previous manager of my property told me about the site.
My Special Needs
• None