Active: The desire to get out there.

Name: Shawn Renalds

Education: Goes to college for graphic design two days a week. He’s chosen this major so that he can work with and in�luence the snowboarding /skateboarding scene.

Employment: Part-time valet/bell boy job. Shawn only works so that he can play later.

Location: Longmont, Colorado. Shares a condo with four other guys, paying around 540$ a month for rent. He’s around other peers that share his interest’s in snowboarding.

Needs: Validation/Acceptance amongst peers, Grati�ication, Connecting

Wants: Share-i�ication, Ease of use, Durability, Low price point, Functional/stylish tool.

Aspirations: Gain peer cred, Build self-esteem, to re-live the moment, Self-expression.

Spare Time: When there is no snow, or he has time at home Shawn is watching snowboard videos, listening podcasts, reading magazines, browsing websites and his social network, and usually the TV is on in the living room.

POV on Advertising: “What has a brand done for me?” He has low expectations on advertising, and he feels like there are no direct bene�its. Shawn’s group of friends need a social link to/with the brand to become loyal. He’s the �lagship for his group, so he’s always looking for new opportunities, latest gadgets, in order to keep being “different” and try to infuse a trend among his peers.

User Persona

OfflineOfflineOfflineOffline

WorkWorkWorkWorkValet JobCollege: Graphic Design

PlayPlayPlayPlay

SnowboardingOnline entertainment, video,pictures, etc.

Attending Snowboardingcompetitions/ ConcertsHits the pub with friends

HomeHomeHomeHome

Rents with roommates : 540$ MonthlyFamily back east in Virginia,two younger brothers and asister.

Looking to settle in a community that shareshis passion. Want's to be apart of a niche, aplace of belonging.

Close to the slopes, Longmont is justoutside of Boulder and many snowresorts.

OnlineOnlineOnlineOnline

Social networksFacebookMyspace

VideoYoutubeMyspaceFacebook

EmailYahooGmail

SnowboardingOnthesnow.com (snow reports)Transworld SnowboardingYoutube

MusicTPBiTunesPandora

Shawn's Mindmap