image one
a.) Adele is scrolling through the products at net-a-porter, viewing the new stock and seeing what is new.
b.) She is trying to decide what product to purchase, but the images keep changing to an ‘outfit’ view wherever her mouse hovers. This is not always the product she is wanting and can often distract her from what she is looking at.

c.) Adele feels disorientated and confused; she would rather only see the different views when she selects them, not at the location of her mouse. She must now change her view to slide-show so that she can focus properly on the images and is a little irritated at wasting time. 

image two
a.) Natalie has selected a product she is potentially going to buy, and clicks into a more detailed description to find out more about the product that she likes and wants to purchase.
b.) She finds the layout of the detailed product quite cluttered and difficult to read. The editors notes about the size and fit are in a very small font. She must leave the computer and go look for her glasses to be able to find out more about the item. She finds the experience frustrating and time consuming, sifting through large sections of text to read about the item.

image three
a.) Sienna enters the website, it tells her upon her arrival which country she is from and welcomes her to the website.
b.) She is surprised to find that even though the GEOIP device recognises her location, it neglects to provide the pricing of the products in AU dollars for its international customers. Under each of the products is pricing appropriate for the UK.
c.) Sienna needs to employ the outside use of a currency converter to be able to establish an accurate pricing from the UK pound into AU dollars. She does not have a lot of time. She decides to come back to the website later.

(pictured left to right)  Natalie Spade, Adeline Lee

Net-A-Porter, “persona of target consumer”

Natalie Spade (Digital Marketing Manager)

Natalie is aged 41 living in New York, USA. Her occupation is a Digital Marketing Manager for a national advertising agency, earning an average of $100k or more per annum. Her ethnicity is Caucasian, and she is currently single with no children. Her former education was a Bachelor’s college degree in marketing from NYU in marketing. Her motivation for shopping at net-a-porter was that she did not have time to visit luxury boutiques to shop during her 70 hour working week. Her key entry point to the website was through a recommendation to visit the website from a friend who had seen it advertised in New York Magazine. She is computer-savvy and is competent with e-commerce websites and online purchasing. Natalie uses net-a-porter for pleasure to keep up to date with the latest fashions and to purchase apparel, accessories and shoes in a simple way. Her average spend is between $1,000 - $5,000 per transaction and she frequents the site on average, once a fortnight.    


Adeline Lee (Writer)

Adeline is aged 27 living in London, England. Her occupation is a Freelance Writer for biographical and fiction novels, earning anywhere between £60,000 - £100,000 per annum. Her ethnicity is Asian and she is married with two young children. Her former education is a Masters Degree in Comparative Literature from Oxford Graduate University. Her motivation for shopping at net-a-porter was to purchase international brands that were not sold in London. Her key entry point to the website was through a Jimmy Choo retail salesperson recommending that their products could be purchased online from this website. Adeline is comfortable with computers spending most of her time in front of a laptop writing, but chooses to make most of her purchases by phone through the VIP service for convenience and next-day delivery. Adeline shops at net-a-porter for the wide range of selection and to be able to spend more time with her children. Her average spend is between £3,000 - £15,000 and she frequents the service once every couple of months.

   

Sienna Mills (Student)

Sienna is aged 18 living in Perth, Australia. Her occupation is a part-time retail assistant earning an average of $7,000 per annum. Her ethnicity is Caucasian, she has a long-term boyfriend but no children. She is currently enrolled as high school student at Mercedes College completing her final year of schooling, year 12. Her motivation for shopping at net-a-porter was to look like her favourite actresses and musicians and wear the same designer clothing as them. Her key entry point to the website was seeing an advertisement in Vogue magazine. Sienna is new with e-commerce websites, only receiving her first credit card a few months ago and being unfamiliar with the standardised purchase procedures. Sienna looks at net-a-porter for inspiration and see who are the most popular and up-and-coming designers. Her average spend is $500 - $700 and she frequents the service once every few months.