John - Morgan Kaufmann Publishers



John, the single father

|[pic] |John is a 47 year old single father working as a paralegal at a small law firm in Marietta, GA. He has three children. The oldest child is |

|“I will pay my children’s school lunches online only |in graduate school. His two younger children are in 7th grade and kindergarten and live with him at their home in Sandy Springs, GA. |

|if it is safe, cheap, and easy to handle.” |John is raising his two boys by himself. He works from 7 AM to 7 PM, five days a week, and consequently has no time to prepare the lunch for|

| |the boys. He gives them lunch money to eat at the school cafeteria. |

| |He has recently been paying attention to his children’s diets; John has been concerned about what his 7th grade son eats at school because |

| |he is somewhat overweight. |

| |John is not a technically savvy person, and only uses the internet to send email and to read news. He once used the online meal pay service |

| |offered in his school district, but gave up quickly as he found it hard to reconcile balances. He is wary of technologies such as online |

| |bill pay because he feels that online billing is unsafe, worrying about identity theft and fraud. |

|Background |Goals |Influencers |Frustrations |

|47 years old |Healthy meals for his sons |Ease of use |Hidden fees and charges |

|Paralegal |Stay informed about any change in his account|Safety |Learning new technologies |

|Single, three children |Manage family budget |Good customer service |Balance discrepancies |

|$50-70k / year |Guarantee of safety | | |

|Moderately health conscious | | | |

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