Introduction to User Scenarios

After developing the target audience profiles, user scenarios are created to provide narrative examples of how users will interact with the site based on their profile, needs, and behaviors. These scenarios are used for design ideation and in determining appropriate features, functionality, and information architecture to meet those needs. The scenarios that have been chosen are as follows:

Recommendation Seeker

Wants to find a general contractor for a home improvement project (return visit, cookied)

Looking for restaurant with a banquet room (return visit, registered)

Focus Seeker

Wants to find a franchise business in their area (1st visit)

Needs a tax attorney (return visit, cookied)

Shopper

Shopping for strollers and researching retail businesses in her area (1st visit)

Accesses coupons targeted to her past activity (return visit, cookied)

Planner

Seeks financial planner from established, national financial institution (1st visit)

Recommendation Seeker: Scenario 1Return visit, cookied, passive personalization

Triggers

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Accesses SP.com and based on past visit, finds her location defaulted and Rating & Reviews section prominently displayed

Enters keywords (home improvement contractors) and clicks “Find It”

Does “Quick Registration” (ajax popover - never taking user off current page to register) in order to save list of contractors to call about estimates

Note: This scenario is an illustrative example and does not intend to cover all scenarios

1

Looking for trustworthy contractor for home improvement project

Reviews list of results and mouses over points on map for details before filtering results by “Remodeling & Repair”

Sorts by number of stars/reviews

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Identifies 4 contractors in her area and selects for side-by-side comparison using the compare functionality

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After registering, sets preferences to see rating/ reviews for specific categories each time she returns to the site and signs-in

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PrimaryUsage Type

Recommendation Seeker: Scenario 2Return visit, cookied, active personalization

Triggers

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Accesses SP.com and finds location defaulted and personalized content based on preferences set at registration and on past activity

Since she set restaurants as a preference, local reviews and “where to eat” content is already displayed for her

Reviews ratings of restaurants that meet needs

Adds restaurants she wants to contact to “Saved Items” and makes notes with the “Add a Note” feature prior to accessing phone numbers to call for additional details

Note: This scenario is an illustrative example and does not intend to cover all scenarios

1

Looking for Italian restaurant with banquet room for daughter’s graduation party

Selects links of restaurants mentioned in content

Reviews business profiles of several listings to identify which have banquet rooms

On next visit to SP.com, she is prompted to write a review and does so

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PrimaryUsage Type

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Shopper: Scenario 1First visit, non-cookied, non-registered

Triggers

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Accesses SP.com Enters keyword (strollers) and address

Reviews Epinions article

Note: This scenario is an illustrative example and does not intend to cover all scenarios

1

Shopping for strollers and researching retail options in her area.

Reviews points and map but chooses to search through listings

Filters by product results which takes her to Shopping section

4

Shopping section loads and user reviews by price ranges and brands

Further refines based on stroller type and safety features

Identifies stores in her area that carry desired brand/model

Sorts by ratings

Chooses “send to phone” function for driving directions to several locations

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PrimaryUsage Type

Accesses SP.com and finds location defaulted and personalized content, including alerts for coupons and deals for baby products

Shopper: Scenario 2Return visit, cookied, passive personalization

Triggers

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Reviews product associated with coupon

Note: This scenario is an illustrative example and does not intend to cover all scenarios

1

Looking at day care options in her area

Clicks through to review details on coupons

3

Sees coupons for items she may want at a later time and attempts to add to “Saved Items” and is prompted to do a “Quick Registration” (ajax popover - never taking user off current page to register)

Purchases product on eBay using coupon

Adds several coupons to saved items list after registering

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PrimaryUsage Type

Triggers

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Accesses SP.com

Enters business name (Brake Check) and zip code and clicks “Find It”

Clicks to access phone numbers to make appointment

Reviews map (both initial and birds eye view) to pinpoint location

Note: This scenario is an illustrative example and does not intend to cover all scenarios

6

Bookmarks SP.com in browser

Selects a listing and reviews the business profile to ensure service is offered at closest location

Seeks nearest location of brake repair franchise

Focus Seeker: Scenario 1First visit, non-cookied, non-registered

Reviews list of results

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SecondaryUsage Type

Focus Seeker: Scenario 2Return visit, cookied, passive personalization

Triggers

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Accesses SP.com from bookmark and is pleased to find the home page is defaulted to his location, complete with an area map

Enters keyword (Tax Law) and clicks “Find It”

Makes a selection from listings and clicks to view a phone number to make an appointment

Note: This scenario is an illustrative example and does not intend to cover all scenarios

1

Reviews results and filters (Tax Attorneys)

In list of advertiser results, mouses over the “see my ad” link and views an ajax popover with banner ads associated with each practice

4

Attempts to add the vertical content to “Saved Items” and is prompted to do a “Quick Registration” (ajax popover - never taking user off current page to register)

Registers and saves content; returns to listings

Selects a link for vertical specific content associated with choosing an attorney

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Seeks a Tax Attorney

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SecondaryUsage Type

Planner: Scenario 1First visit, non-cookied, non-registered

Triggers

Accesses SP.com Enters keyword (financial planner) and zip code

Returns to map view to plan route to see three planners who offer free consultations in his area

Note: This scenario is an illustrative example and does not intend to cover all scenarios

Seeking a Financial planner for retirement planning and interested in finding local branches of established, national financial institutions (e.g. Charles Schwab).

When results are returned, he accesses and reviews vertical content on financial planning prior to digging into listings

Selects “Click to Call” for one of the three and gets phone numbers for other two.

Prints map with directions

Reviews listings of advertisers serving the area and mouses over “view my ad” feature and identifies those who offer free initial consultations

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SecondaryUsage Type