Persona: Deacon Bob — Board Member Skeptic
anonymous
Persona: deacon-bob-board-evaluation
Touchpoint: /pricing, /faq, /security
Preconditions
- Visitor is board member who votes on tech spending
- Concerned about cost, staff time to implement, congregation privacy
- Conservative approach — needs convincing, not marketing hype
Steps
| # | Action | Expected Result |
|---|---|---|
| 1 | Land on homepage | No AI hype or vague promises. Honest about what product does vs doesn't do. |
| 2 | Read pricing page | Costs clear with no hidden fees. Annual vs monthly options plain. Explains what you get for each tier. |
| 3 | Check FAQ for objections | FAQ addresses common skeptic concerns: cost-benefit, privacy, staff time, security, data ownership. |
| 4 | Look for implementation effort estimate | Setup time clearly stated (e.g. '30 min to live'). No vague 'contact us' required. |
| 5 | Search for data privacy policy | Privacy policy accessible and readable (not legal jargon). Data handling transparent. |
| 6 | Check refund/cancel policy | No long-term lock-in. Cancel anytime messaging present. Refund policy fair (e.g. 30-day guarantee). |
| 7 | Look for congregational privacy assurance | Reassurance that visitor data is secure, who can access it, how long it's retained. |
| 8 | Verify no upselling during trial | FAQ clarifies that trial experience won't be artificially limited to force upgrade. |
| 9 | Check success metrics from similar churches | Case studies or testimonials show realistic outcomes (not '500% ROI' claims). Honest metrics. |
Known Failure Modes
- Marketing hype present — skeptic dismisses as vaporware
- Pricing has hidden fees — discovered during trial (trust broken)
- Setup takes weeks — implementation concern becomes deal-breaker
- Privacy policy vague or missing — board votes no due to risk
- No refund policy — board worried about being locked in
References
- Playwright spec:
e2e/delivers/personas/deacon-bob-board-evaluation.spec.ts - Code files:
Notes
Deacon Bob votes on board spending. Conservative, skeptical of tech, concerned about cost and staff disruption. Needs: honesty over hype, clear costs, implementation ease proof, strong privacy/cancel policies, realistic metrics. Lifecycle tests miss this — they assume the buyer is already sold.