Proto-Persona
For my persona, I focused on a subset of our interviewees who saw themselves ad more environmentally conscious than the average person, and intrinsically motivated to build behaviors that help them live more sustainability. However, not many of them channel this motivation into specific, planned actions to consume sustainably, especially when it comes to things that feel ubiquitous and less within their control. For example, most of our interviewees paid attention to composting and recycling but few have thought much about their frequent use of single-use containers. Thus, I created a persona that felt representive of these qualities in the following chart:
Journey Map
Next, for the journey map, I continued with this persona–now named Motivated but Messy Betsy–to build a visualization of their morning leading up to purchasing coffee. It seems that for someone who is always rushed, bringing a coffee mug in the morning for a coffee that they might or not get later in the day is very unlikely to register as an important task. The timing of a craving seems to affect when non-planners get coffee than their routine (although arguabley the craving seems to often be routinely timed). It seems that between deciding to getting a coffee, walking to a coffee shop, and ordering/waiting for coffee, there might be room for some kind of intervention.
