Bob is 52 years old and works as a mechanic with an organisation offering road service to customers when their car breaks
down. He has worked in the job for the past 12 years and knows it well. Many of the younger mechanics ask Bob for advice
when they meet up in the depot as he always knows the answer to tricky mechanical problems. Bob likes sharing his knowledge with the younger guys, as it makes him feel a valued part of the team.
Bob works rolling day and night shifts and spends his shifts attending breakdowns and lockouts (when customers lock their
keys in the car). About 20% of the jobs he attends are complex and he occasionally needs to refer to his standard issue manuals. Bob tries to avoid using the manuals in front of customers as he thinks it gives the impression he doesn’t know what he’s doing.
Bob has seen many changes over the years with the company and has tried his best to move with the times. However he found it a bit daunting when a new computer was installed in his van several years ago, and now he has heard rumours that the computer is going to be upgraded to one with a bigger screen that’s meant to be faster and better.
Bob’s been told that he will be able to access the intranet on the new computer. He has heard about the intranet and saw once in an early version on his manager’s computer. He wonders if he will be able to find out want‘s going on in the company more easily, especially as customers’seem to know more about the latest company news than he does when he turns up at a job. This can be embarrassing and has been a source of frustration for Bob throughout his time with the company.
Bob wonders if he will be able to cope with the new computer system. He doesn’t mind asking his grandchildren for help when he wants to send an email to his brother overseas, but asking the guys at work for help is another story.
Expert mechanic
Length of time in job More than 10 years
Daily tasks Attends jobs (most simple, approximately 20% complex and has to refer to manuals) Shares technical tips with younger, less experienced mechanics
Likes Being seen as the expert and sharing technical tips with less experienced mechanics
Dislikes Being unable to find out what is happening in the company before customers do
Learning new technology and the potential of looking stupid in front of colleagues
Using technical manuals in front of customers for more complex jobs
Goals Stay informed about the company
Don’t look stupid
Retain status of expert
Information to gather during interviews Intranets Websites
Basic demographics such as age, job title, length
of time in position, and length of time with the
organisation
Basic demographics such as age, job, family, hobbies and interests
Job responsibilities and what a typical day looks like What a typical day looks like
Tasks that take the longest, are the most critical or are performed most often
Common questions or tasks in relation to the website‘s domain
Major frustrations with the job and the organisation Major frustrations when trying to achieve goals
related to the website‘s domain. For example, if it is a
travel website, what frustrates the person most about
researching and booking travel (online and offline)
What the person likes best about their job What the person likes best about the website‘s
domain. For example, what does the interviewee like
best about travel
What teams or people within the organisation the person interacts with most
Who does the person interact with most when
completing tasks. For example, does the person rely
on the travel agent for advice or do they like to make
their own travel decisions.
Skill levels relating to the job as well as technology Skill levels relating to tasks as well as technology
How time poor or rich the person is How time poor or rich the person is Goals, attitudes, beliefs (conscious and subconscious)
Goals, attitudes, and beliefs (conscious and subconscious)
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