Veronica
Veronica is a 39 year-old house wife living in Seattle, USA. She is married with no children, and her husband, Anthony – a very successful 52 year-old businessman – provides for the household; so she does not need to work, although she has an Arts degree from the University of Washington.
Due to her massive amount of free time, Veronica must find things to occupy herself with. She enjoys shopping for the latest modes and styles – she even has a personal shopper. She reads a lot of magazines to keep herself well versed in the fashion world. She almost feels like she is required to look and dress well because she accompanies Anthony to countless events and parties with other affluent members of society. Consequently, Veronica finds she is comparing herself with her peers – wives of Anthony’s co-workers and friends – who are often much younger than she.
Another hobby she has is cooking. Anthony works very hard and rarely ever has time to cook, so Veronica almost exclusively does the cooking in the relationship. Although the two go out to dinner frequently, they are occasionally forced to eat at home due to Anthony’s schedule.
She has friends and acquaintances with whom she eats out, attends beauty spas, shops, goes to the beach, and so on, but Veronica’s closest friend is her 35 year-old sister, Vivian. She talks to Vivian about all her personal matters, and they often shop together and give one another advice on everything from clothing to relationships.
Veronica is a very attractive for her age and stays very fit by working out, walking her dogs, and attending yoga and pillates classes. She has grown to care a great deal about her appearance. In fact, as a result of her social circle of younger women, her confidence is very low. She often attempts to boost her self-esteem by purchasing materialistic items (clothing, shoes, accessories, etc).
Her Four Pleasures
Physio
--She has a very mundane lifestyle since she does not work, so she frequently works out at the gym, walks her dogs, attends activity classes to pass the time (Need Pleasure)
--She must stay fit since she is often compared with other younger women in her husband’s social circle (Need Pleasure)
--She occupies herself with the spa, eating out, the beach, etc; but her main pastime is shopping (Appreciation Pleasure)
Socio
--Veronica buys sometimes very expensive items to show off to the other women in her social circle – it is very important that she is talked about (Need Pleasure)
--In addition to the other women, Veronica also tries very hard to ensure her husband finds her attractive, something she worries about as she ages. She also tries to maintain a healthy relationship with Anthony. (Need Pleasure)
--She doesn’t talk about it much, but Veronica wants her sister, Vivian, to look up to her because she is actually her best friend (Appreciation Pleasure)
Psycho
--Due to her free time and lack of particular expertise, Veronica takes great pleasure in conversing about fashion and design. She particularly enjoys it when she can talk to someone about facts she has read about in magazines. It boosts her self-esteem when she can teach someone – even if about fashion. (Appreciation Pleasure)
--Veronica really enjoys it when Anthony compliments her on her cooking. It is one of the only things in their relationship that Veronica can do better, so it means a lot to her when Anthony makes her feel needed in this sense – she gets a real sense of accomplishment (Appreciation Pleasure)
Ideo
--Veronica is incessantly trying to portray a glamorous appearance. Even if she does not feel that way at a certain time, she feels that she has to prove her elegance to her peers. She does this by wearing the latest fashions, including expensive jewellery, shoes, and accessories (Need Pleasure)
--She has never felt the urge to be a career woman; rather, she is content with just being a good wife and person. She persuades Anthony to give to charities on a regular basis, and this gives her a secret sense of satisfaction (Appreciation Pleasure)
--Despite her superficial attributes, Veronica maintains strong morals and principles in her marriage. Since childhood she has felt this quality is of the highest importance
Veronica is a 39 year-old house wife living in Seattle, USA. She is married with no children, and her husband, Anthony – a very successful 52 year-old businessman – provides for the household; so she does not need to work, although she has an Arts degree from the University of Washington.
Due to her massive amount of free time, Veronica must find things to occupy herself with. She enjoys shopping for the latest modes and styles – she even has a personal shopper. She reads a lot of magazines to keep herself well versed in the fashion world. She almost feels like she is required to look and dress well because she accompanies Anthony to countless events and parties with other affluent members of society. Consequently, Veronica finds she is comparing herself with her peers – wives of Anthony’s co-workers and friends – who are often much younger than she.
Another hobby she has is cooking. Anthony works very hard and rarely ever has time to cook, so Veronica almost exclusively does the cooking in the relationship. Although the two go out to dinner frequently, they are occasionally forced to eat at home due to Anthony’s schedule.
She has friends and acquaintances with whom she eats out, attends beauty spas, shops, goes to the beach, and so on, but Veronica’s closest friend is her 35 year-old sister, Vivian. She talks to Vivian about all her personal matters, and they often shop together and give one another advice on everything from clothing to relationships.
Veronica is a very attractive for her age and stays very fit by working out, walking her dogs, and attending yoga and pillates classes. She has grown to care a great deal about her appearance. In fact, as a result of her social circle of younger women, her confidence is very low. She often attempts to boost her self-esteem by purchasing materialistic items (clothing, shoes, accessories, etc).
Her Four Pleasures
Physio
--She has a very mundane lifestyle since she does not work, so she frequently works out at the gym, walks her dogs, attends activity classes to pass the time (Need Pleasure)
--She must stay fit since she is often compared with other younger women in her husband’s social circle (Need Pleasure)
--She occupies herself with the spa, eating out, the beach, etc; but her main pastime is shopping (Appreciation Pleasure)
Socio
--Veronica buys sometimes very expensive items to show off to the other women in her social circle – it is very important that she is talked about (Need Pleasure)
--In addition to the other women, Veronica also tries very hard to ensure her husband finds her attractive, something she worries about as she ages. She also tries to maintain a healthy relationship with Anthony. (Need Pleasure)
--She doesn’t talk about it much, but Veronica wants her sister, Vivian, to look up to her because she is actually her best friend (Appreciation Pleasure)
Psycho
--Due to her free time and lack of particular expertise, Veronica takes great pleasure in conversing about fashion and design. She particularly enjoys it when she can talk to someone about facts she has read about in magazines. It boosts her self-esteem when she can teach someone – even if about fashion. (Appreciation Pleasure)
--Veronica really enjoys it when Anthony compliments her on her cooking. It is one of the only things in their relationship that Veronica can do better, so it means a lot to her when Anthony makes her feel needed in this sense – she gets a real sense of accomplishment (Appreciation Pleasure)
Ideo
--Veronica is incessantly trying to portray a glamorous appearance. Even if she does not feel that way at a certain time, she feels that she has to prove her elegance to her peers. She does this by wearing the latest fashions, including expensive jewellery, shoes, and accessories (Need Pleasure)
--She has never felt the urge to be a career woman; rather, she is content with just being a good wife and person. She persuades Anthony to give to charities on a regular basis, and this gives her a secret sense of satisfaction (Appreciation Pleasure)
--Despite her superficial attributes, Veronica maintains strong morals and principles in her marriage. Since childhood she has felt this quality is of the highest importance
We have a detailed description of Veronica as a being. The goal now is to provide specifications on a product – in this case a cell phone – that would be targeted for her. The following are the criteria for the design:
Her Phone
Appearance & Attributes
--Fashionable and attractive
-Brand identifier should be obvious and visible so others can clearly see it
Functionality
--Simple functionality – no complicated or unsightly technology (Bluetooth headset, GPS, etc)
--User-friendly interface (clearly labelled menu and options)
--Built-in camera so user can pass time taking pictures
--Adult puzzle-games (sudoku, scrabble, etc) to give sense of achievement
--Music player with head phones so user can work out with the phone
--Internet access so user can read about fashion, cooking, etc
Brand Image
--Professional and mature – so others look up to the user
--Brand associated with charities or environmental groups
--Expensive and difficult to attain
