Persona: Pastor Steve — Burned by Bad Tech
starter
Persona: pastor-steve-burned
Touchpoint: /, /pricing, /faq, /support
Preconditions
- Visitor is pastor who previously bought a church tech product that failed
- Lost money, wasted staff time, poor support
- Now skeptical — needs proof ChurchWiseAI won't disappoint again
Steps
| # | Action | Expected Result |
|---|---|---|
| 1 | Land on homepage | Copy addresses reliability/support trust. 'We're here to help' or similar. No overpromising. |
| 2 | Look for support contact info | Support email/phone visible in header/footer. Not hidden behind account login. |
| 3 | Check support hours | Explicit support hours stated (e.g. '9am-5pm ET weekdays'). Honest about timezone and response time. |
| 4 | Search for success rate/reliability claim | If uptime SLA mentioned, it's realistic (e.g. '99.5%' not '99.99%'). No 'enterprise-grade' vague claims. |
| 5 | Look for onboarding support | Training/handholding offered. 'Guided setup' or 'onboarding call' option visible (not charge extra). |
| 6 | Check for exit strategy | Month-to-month only, no long-term lock-in, cancel anytime policy clear. No penalty for leaving. |
| 7 | Read customer testimonials | Reviews are honest (mention problems solved, not just 'it's great'). Testimonials specific, not vague praise. |
| 8 | Verify company stability info | Company info visible (founded, funding, team size). Doesn't feel like startup that might disappear. |
| 9 | Look for update/feature roadmap | Public roadmap or regular updates show active development. Not abandoned. |
| 10 | Check refund/satisfaction guarantee | Money-back guarantee mentioned (e.g. '30-day guarantee'). Lowers Steve's risk. |
Known Failure Modes
- Support info hidden — Steve worried support will be unreachable
- Overpromising — sounds like last failed product (red flag)
- No testimonials or fake-sounding ones — Steve doesn't trust
- Startup vibes — Steve worried company will fold
- No money-back guarantee — Steve won't risk again
References
- Playwright spec:
e2e/delivers/personas/pastor-steve-burned.spec.ts - Code files:
Notes
Steve got burned by bad church tech. Skeptical, risk-averse, needs proof of reliability and support. Wants: honest communication, accessible support, month-to-month terms, money-back guarantee, honest reviews, company stability. Overpromising or hidden support will immediately trigger refusal.