“I love that I get to travel often for work, but I always value the

home feeling I get from bed and breakfast that I don’t get at
hotels”

Add image that Goals Frustrations

represents this ● To build his portfolio as a ● Bed and breakfast website
traveling photographer visuals aren’t updated and
persona ● To make the process for don’t match what the rooms
booking rooms during travel look like at the time of
easier than calling booking
reservations. ● Struggles with reading the
amenities due to reading
impairment.

Aaron Williams
Age: 36
Education: No degree
Hometown: New York, NY
Family: Single, live alone
Occupation: Photographer
Aaron is a wedding and environmental photographer with a busy travel schedule. He is
self-employed, lives in New York City with roommates. Because he travels so frequently,
Aaron prefers staying at Bed and Breakfasts over hotels because they are small and
reminds him of home and he gets to connect with the owners and other people staying
in them. Aaron struggles with dyslexia and has a hard time reading the descriptions of
the rooms and amenities and finds that some bed and breakfast don’t have updated
photos of their rooms on their websites. He would like to be able to take virtual tours of
rooms before making a decision.
 “Now that we have so much time to travel, we want to see every
family owned bed and breakfast in the country. We love the
feelings of home away from home.”

Goals
● To travel, sightsee and stay in
as many B&Bs across the
states.
● To be able to book their stays
with a simple click of a button
● To find rooms that offer
accessibility
accommodations easier
Frustrations
● Struggles to use her phone to
find bed and breakfasts and
wishes the booking process
was easier
● Has a hard time finding
accessible rooms
● Desires bed and breakfast
companies to have updates
visuals of their rooms

Sandra Gold
Age: 65
Education: Bachelor of Arts
Hometown: Cincinnati, OH
Family: Husband
Occupation: Retired
Sandra is a retired social worker. Her and her husband live in Cincinnati, OH in their
family home of forty years. Since both are retired, Sandra and her husband both love to
travel around the country visiting small towns and staying in bed and breakfasts. Sandra
is hearing impaired and isn’t tech savvy, but would find it easier if she could click a
simple button on her phone to see and book rooms. Her husband requires accessible
rooms and often times the images posted on the bed and breakfast websites don’t
show the full room amenities or updated versions of photos.