Scott Darcy

Laura B., Undergraduate College Student, 21 years old

Laura is a sociable young woman who enjoys hanging out with her friends. She enjoys having people around her and having pleasant conversations with them. She stays physically fit by regularly attending a gym on her college campus. She stays in contact with her friends via cell phone conversations and Facebook. She actively updates her Facebook with status updates and random play with her friends. While going to a pub is not always her first choice, she is perfectly happy going and having a drink with her friends. When selecting which beer she would like, she does listen to her friends' opinion, however she is also concerned with how healthy the beer is as well.

Laura's goals include:

1. Looking at general information about beer and craft beer
2. Looking at the list of beer offered by the brewery
3. Looking at other reviews of their beer??

A scenario in which Laura might encounter is when a friend posts a Facebook status such as “OMFG, Ballast Point beer is amazing!!”. Not knowing what Ballast Point beer is she might Google “Ballast Point beer” and look for the company. Once at the website, she would see the general information about the brewery on their homepage.

Another scenario is when Laura's friend recommends that she try some Ballast Point beer. She then pulls out her iPhone to look them up. After a successful Google search, she clicks on their list of beers to get more information about taste and nutrition before she decides which one she would like to buy.

An additional scenario is when Laura is shopping for some beer to bring to the party her friends are having. She notices Ballast Point beer on the shelf and decides to search for the company. Landing on the home page she sees that they won the World Beer Cup and clicks on the link to see if they have any other reviews of their beer.

Ryan D., Bartender, 27 years old

Ryan is an honest and determined person. Working as a bartender, his knowledge of beer and liquor is rivaled by few. He has done his homework on how to mix and make different types of drinks and he has even tried his hand at brewing his own style of beer at home. Ryan is genuinely interested in the process of how the alcohol that he works with makes it to his bar. He enjoys experimenting with new ingredients in his brews and his cocktails. It is this general theme that really describes his overall personality. He loves to tinker with the way things work in order to understand the process behind them and to create new and better products.

Ryan's Goals:

1. To learn more about how to make craft beer
2. To learn about the history of how the company got started in their work
3. Looking for the next brewery tour so that he could see how the beer is made

One scenario involves Ryan needing to look up some reference material on how beer is made.  He would go to the brewery's site and go to their educational section on how the beer is made.  There he could use some of his reference material.

Another possible scenario is that Ryan would like to see when the next brewery tour is.  He would go to the sites Events page and see when the next tour is being held.

Rebecca S., Graduate College Student, 25 years old

Rebecca is an intelligent and hard working woman currently studying to be a Ph.D in geology. Rebecca's motto is to work hard and to play hard. She enjoys a night on the town after a hard week's load of studying and research. Some of her favorite activities include going to the local pub or sports bar for a drink and some socializing. Rebecca utilizes Facebook and Twitter to see exactly what events are happening around her. She tends to frequent a couple of different places in town because of their differences in beer selection and current events. She has an idea about what type of beer she usually likes to drink and generally orders that.

Rebecca's goals include:

1. Looking for current events in the news section of the website
2. Seeing what kind of beer the brewery has to offer
3. Looking for information about the brewery including history and staff

A possible scenario is that Rebecca would like to take a beer tasting tour this weekend. She remembers reading how Ballast Point recently won the World Beer Cup in the news and decides to go to their website to see when they offer tours. She clicks on “Events” to see when the tour is going to be held.

Another scenario is that Rebecca has just arrived back home after an exhilarating tour from Ballast Point Brewery. She would like to know more information about how the brewery got started and what else they do. She clicks on the “About Us” link to find out more information.