Returning retail customer persona template

A persona for a repeat shopper on a retail or marketplace site. Use it when you are designing for loyalty, reorders and returns.

Name: Mia Thompson
Role: Recreational runner who buys trainers and kit online
Context: Shops on her phone on the sofa in the evening and on the train. Has bought from the shop four times and knows what size she takes, mostly.
Goals: Reorder the same thing quickly
Swap a wrong size without paying twice
Know when it will arrive
Key tasks: Reorder a past item
Start a return or exchange
Track a parcel
Frustrations: The returns page sits under Help and needs the order number typed in
Sizing differs between brands and the page does not say
No update between drop-off and refund
Motivations: Wants buying to feel low risk so she can try new things. A painless return makes her more likely to buy again, not less.
In their words: If sending it back is easy, I will happily order again.
Why they would give up: A return that costs money or goes quiet for a week. She moves to a competitor with free returns.

Questions

Frequently asked questions

What's in the returning retail customer persona template?

One fictional persona with a name, role, context, goals, frustrations, motivations, a quote and the reason they would give up.

Can I add a second persona?

Yes. Loading this template onto a persona you have already written adds it as a new persona, so nothing is overwritten.

Is the content real?

No. It's a fictional example written as a hypothesis, with no statistics and no real person behind it. Replace it with what your own research shows.

Do I need an account?

No. You can build, preview and download without signing in. You only sign in to share a link or save your work.