DEMOGRAPHICS PAIN POINTS

Age : 50 Time Poor

Status : Married Puts off getting started
Struggles to keep track of what
Profession : Office manager tools he already owns
Lives in : Hertfordshire,
4 bedrooms
Detached house ENABLERS

Full toolbox
Derek GOALS

We’re re-tiling and re-flooring the

Owns a car
Knows tried & tested tradesmen
Confident & Capable at DIY bathroom in our home. They’re worn out Has a high level of confidence
after years of wear and tear.

“
I love DIY. It’s like an
achievement I can look back at
and say, I did that. I’m trying to
We want to complete our family
bathroom project with minimum
disruption to our daily life and have a nice
refurbished family home.
BEHAVIOURS
My wife and I both get involved with
DIY when there are aesthetic
decisions to be made, but she leaves

”
teach my son as well. BUDGET it up to me when it gets more
technical.
BIO Low High
My kids mostly struggle to engage,
I’m career-driven, with three young
TECHNICAL ABILITY though for some reason they like
kids and a wife to look after. I’m so
picking paint colours.
busy with work and the family that I
Low High
never have time to myself. This is DEVICES
something I’d like to change. I’m a HOME IMPROVEMENT EXPERTISE
dedicated family man and I live for Windows Laptop
the weekends when I can spend time Android phone
at home. Confident and capable – within certain known
activities
 DEMOGRAPHICS PAIN POINTS

Age : 30 Limited knowledge & vocabulary

Status : Engaged Struggles to seek out complex
product names in DIY shops
Profession : Marketing executive
Poor relationship/trust with
Lives in : Marselles, France contractor(s)
2 bedroom
Apartment ENABLERS

Enthusiastic and engaged

Alice GOALS

I’m putting in my dream bathroom. I’m

Willing to spend time seeking out the
right products

Novice DIYer constantly looking online for inspiration Sure of her aesthetic tastes
and for the perfect tiles, curtains, flooring

“
We don’t do ‘proper’ DIY, but
we’re constantly buying new
things for the house. I usually get
and fittings. I really want my bathroom to
look and feel premium and high end.
BUDGET
BEHAVIOURS
My builder gives me a shopping list
and I have to go and ‘make it real’. But
he gives me unhelpful suggestions

”
a contractor to build it. that are even too vague or too
Low High
specific, and I can’t always trust that
BIO
TECHNICAL ABILITY
he is factoring in my budget.

Me and my fiancé are building our

DEVICES
dream flat. I probably like to imagine Low High

when I’m buying things that I could Macbook Laptop

HOME IMPROVEMENT EXPERTISE
do anything, but generally there’s a iPhone phone
reality check when I get them home. I
work with a contractor to accomplish Comfortable constructing flat-pack furniture but not
the things I’m trying to achieve. much more
 DEMOGRAPHICS PAIN POINTS

Age : 43 Limited tools & DIY materials

Status : Single Projects have low momentum
Profession : Florist Solo adult decision-maker and
participant in home improvement
Lives in : London projects
2 bedroom
Semi detached house ENABLERS

Relatively time rich

Marion GOALS

I’m sick of the look we’ve had since me

Sure of her aesthetic tastes

Confident but lacks DIY skills and my ex-husband moved in. I want to BEHAVIOURS
re-paint, and change the lighting and My kids: Take an interest when it’s to

“
The house is never perfect for
me – just as one project ends
another one starts. I usually start
online, but I find products by
curtains and give the place a fresh new
do with their rooms, but less so
look. communal areas; they like shopping
with me and helping pick products.
BUDGET My mum: Has great taste and helps
me choose when I’m out with her.
Low High

”
accident while out shopping. DEVICES

TECHNICAL ABILITY Windows Laptop

BIO Windows phone
Low High
I’m a single mother of two. The kids
keep me occupied when I’m at home, HOME IMPROVEMENT EXPERTISE
and I’m feeling a bit stretched
financially. It’s a bit of a struggle but I
manage. For me, DIY is a way of giving Confident and enterprising, but limited skill &
experience
something to my kids – a beautiful
home to grow up in.