User personas and information architecture

User Personas

Persona 1: Ana Novak – Busy Student

Demographic Details:

  • Age: 22

  • Gender: Female

  • Occupation: University student

  • Location: Zagreb, Croatia

Personality Traits:

Organized, tech-savvy, always in a rush, prefers quick solutions.

Goals & Needs:

  • Order food quickly between classes.

  • Save her favorite meals for future orders.

  • Read short blog posts about healthy student meals.

Frustrations:

  • Long waiting lines at fast food restaurants.

  • Complicated apps with too many steps before checkout.

Context of Use:

Ana mostly uses her phone to browse the menu and place orders while on campus

Persona 2: Marko Petrić – Local Restaurant Owner

Demographic Details:

  • Age: 40

  • Gender: Male

  • Occupation: Fast food restaurant owner

  • Location: Split, Croatia

Personality Traits:

Hardworking, practical, customer-focused, not very tech-oriented.

Goals & Needs:

  • Easily update his menu without coding.

  • Manage incoming orders efficiently.

Frustrations:

  • Difficulties managing social media and online tools.

  • Customers calling during rush hours causing confusion.

Context of Use:

Marko uses a computer in his restaurant office to update menu items through the CMS.

Persona 3: Petra Horvat – Young Professional

Demographic Details:

  • Age: 28

  • Gender: Female

  • Occupation: Marketing specialist

  • Location: Rijeka, Croatia

Personality Traits:

Efficient, social, enjoys trying new food, values convenience.

Goals & Needs:

  • Quickly find nearby lunch options.

  • Use filters (vegetarian, spicy, etc.).

  • Read blog posts about interesting meals

Frustrations:

  • Apps that load slowly or crash.

  • Too many unnecessary ads or notifications.

Context of Use:

Petra uses the web app during work breaks on her smartphone or laptop.

Information Architecture (Card Sorting Summary)

Category
Example Pages / Content

Home & Discovery

Homepage, Featured Dishes

Menu & Ordering

Menu List, Food Categories, Search/Filter, Item Details, Cart, Checkout

User Account

Login/Register, Profile, Order History, Favorites

Blog & Community

Blog Overview, Post Details, Comments

About & Support

About Us, Contact Form, FAQs, Privacy Policy

Sitemap

Home (/) ├── Menu (/menu) │ ├── Categories (/menu/[category]) │ ├── Product Details (/menu/[slug]) │ ├── Cart (/cart) │ └── Checkout (/checkout) ├── Blog (/blog) │ ├── Blog Post (/blog/[slug]) ├── User (/user) │ ├── Login (/login) │ ├── Register (/register) │ ├── Profile (/profile) │ └── Order History (/orders) ├── About (/about) ├── Contact (/contact) └── Legal (/privacy-policy)

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