Admin Help – User Personas

Note: This is taken from a past Happiness Engineer meetup project focused on users, so there may need to be some editing here to better fit our understanding of users

Persona 1

Marci, 55
Married with children, one grandchild. Empty-nester. All her help for set-up comes from the web.
Husband, George, is the local pastor, and she has started a blog for his church, wanting to proactively be modern and support him. She is unwittingly about 5 years behind technological trends.
Enthusiastic, a bit flighty.
Located in the American Midwest – Ohio
AOL user


  • Upload videos or shortcode from the YouTube
  • Find the right theme
  • Add users/subscribers
  • Add posts
  • Create a custom menu

Tech-savviness rating: 1/10 (1 is least tech-savvy, 10 is most)

I’ve read the page for custom menus three times and been following it, and I can’t see my pages

Persona 2

Angelo, 40
Small business owner
He’s pretty successful locally
Someone told him about .Org, and he struggled with it, but learned about plugins and themes.
He doesn’t want to spend a lot of time on this – it has to just work. He will be stingy with his money depending on how much perceived value something has.
He has a teenaged son.
Married to his high school sweetheart
Hotmail user.


  • Theme
  • Upload a logo
  • Much more a static site, but will eventually branch into some light blogging.
  • Wants to have increasing traffic over time to increase business

Tech-savviness rating: 4/10 (1 is least tech-savvy, 10 is most)

“I’ve spent 5 hours of my time on this. I don’t have time, I need this done.”

Persona 3

Jessica, 20s
Personal blogger
A few years out of college.
Relatively savvy – grew up with technology. Has an iPhone.
Knows a little HTML, but not that into it.
Has been blogging on Tumblr for a few years, but now wants to be able to have more themes and a bit more control behind the scenes.
Stays on top of trends.
Gmail user.


  • Themes
  • Flexibility to change domains when hobby changes
  • Wants to curate followers/increase followers
  • Publicize on social media

Tech-savviness rating: 7/10 (1 is least tech-savvy, 10 is most)

“How do I pick the image that gets posted to Facebook”

Persona 4

David, 35

Does web design work professionally, but not on WordPress
Lost a bet on a basketball game, and now has to set up a site for a friend.
Very savvy, knows a lot about computers.
Thought that setting up the site on WordPress would be a 10 minute job, and now it’s been a few hours and he’s frustrated.
Comes in with very specific expectations that may not actually be accurate on how things should work.
Hosts his own email address through Gmail on his host.


  • Themes
  • Set up site structure (pages, maybe a blog)
  • Set up a home page
  • Where does the HTML go?

Tech-savviness rating: 9/10 (1 is least tech-savvy, 10 is most)

“I work with websites a lot, and I’m setting up a site for my friend and I can’t figure out this WordPress thing. How is this easy exactly?!?”