Im really happy

we have this event.

Knowledge and skills

Internet savvy?
Busy?
Frequent user?
Professional or personal use?
Searching or browsing?

Student
Abdulla

Knowledge of WorldSkills

Age: 15 years old

Nationality: Emirate
Location: Abu Dhabi

Languages: Arabic and English

Version of the website: Arabic and English

Introducing Abdulla

Goals

Online information sources

Abdulla is a student in the 10th grade at the Mohammed Bin Zahed

Institute of Technology. He is part of the applied engineering and
medical program.

To understand the idea of the competition: what is it? who is taking part and why?
To find out where the competition will take place and how can he
enter.
To see skills and information related to the subjects he is studying.

Key characteristics / behaviour

Frustrations

Other information sources

He likes watching videos as a way of collecting information.

Languages arent really important because he knows both
English and Arabic. He usually prefers the orginal language
over the translation.
He is proud that his country is going to host the WorldSkills
competition, but he doesnt really know much about the
event.

Not understanding quickly whats going on and why it matters to

them.
Unfamiliar terms, concepts and ideas, e.g. vocational.

None

He uses the internet on his phone (a Galaxy S5 Edge +) for everything - work, social, communication, news and entertainment. He is
online a lot time. Whenever he has a spare moment, he will take out
his phone to look at something.

Facebook
Twitter
YouTube
Instagram

We need to think
about the future

Knowledge and skills

Internet savvy?
Busy?
Frequent user?
Professional or personal use?
Searching or browsing?

Parent
Rasha

Knowledge of WorldSkills

Age: 48 years old

Nationality: Emirate
Location: Sharjah

Languages: Arabic and English

Version of the website: Arabic and English

Introducing Rasha

Goals

Online information sources

Rasha is a psychiatrist with 20 years clinical experience. She has two

children, a boy who is 17 years old and a girl who is 15 years old. She
has not heard of the WorldSkills competition and does not know that
the next competition will be held in the UAE.

To discover potential careers for her children.

To find out which skills are in demand from booming industries.
To see success stories and be convinced about vocational skills
as a suitable potential career for her children.
To discover opportunities for her children to get involved.
To see if her country is successful in the competition.

Key characteristics / behaviour

Frustrations

Other information sources

She spends a lot of time wth her phone using social media,
text, WhatsApp, Twitter, LinkedIn.
She is a news junkie who keeps up with the news and
political leaders (who use Twitter a lot for announcements)
using various apps.
She feels proud of her country and wants to understand how
the skills will benefit her country.

Lack of clear, basic information.

Not being able to see the point of the competition.
If they think the event is boring.

Newspapers at the weekend

Facebook
WhatsApp
Twitter
LinkedIn

Im here to
support my child

Knowledge and skills

Internet savvy?
Busy?
Frequent user?
Professional or personal use?
Searching or browsing?

Parent
Ben

Knowledge of WorldSkills

Age: 55 years old

Nationality: Australian
Location: Jalong, Australia

Languages: English
Version of the website: English

Introducing Ben

Goals

Online information sources

Ben is a workshop manager in metal fabrication. He had never heard

of WorldSkills until his son came home from school one day with
news about the competition. His son was invited to compete in the
national competition in sheet metal technology and went on to win in
Brazil in 2015.

Facebook

Key characteristics / behaviour

Frustrations

Other information sources

He doesnt spend a lot of time online. Most of his online activity is

through Facebook.
He had no idea what to expect from the competition.
He wanted to be close when his son is competing and to give him
support.

Being unclear about what to do when.

Not being able to find their child, skill or country.

Newspapers at the weekend

To find out about his son and his fellow competitors.

To follow his country and see how they are doing.
To meet other parents who are attending the event.
To find out what about tourist things to do in the city, whether Is it
safe and what accommodation is like.

Dont make me
read 500 words to
find out a fact.

Knowledge and skills

Internet savvy?
Busy?
Frequent user?
Professional or personal use?
Searching or browsing?
Knowledge of WorldSkills

Journalist
Eleni

Age: 31 years old

Nationality: British
Location: Dubai, UAE

Languages: English
Version of the website: English

Introducing Eleni

Goals

Online information sources

Eleni works as a reporter for a news organisation in Dubai where she

has lived for seven years. She spends most of the day online at work
with tabs open on her laptop and also connects on the move using
an iPhone.

To find fun, unique stories and interesting case studies.

To find short, snappy background information to turn around a
story about WorldSkills quickly.
To find good images which she can use with her story.

BBC
Guardian
Daily Mail

Key characteristics / behaviour

Frustrations

Other information sources

She wants to feel confident she will be able to get hold of

somebody for an interview.
She wants to see clearly what might be available for the
press.
She is quick to use search if cant find what she is looking for.

Too much information on the website making it difficult to find

what I need.
Too wordy / big blocks of text.
Elaborate proceedures to register for the event.
Not finding someone to talk to on the phone about a story.
Lack of good images with credits and usage rights.

None

She had not heard about WorldSkills until her editor recently
mentioned the competition in Abu Dhabi in 2017.

Participant
Brian

Im always in
touch with my
competitors to
make sure training
is on track

Knowledge and skills

Internet savvy?
Busy?
Frequent user?
Professional or personal use?
Searching or browsing?
Knowledge of WorldSkills

Age: 28 years old

Nationality: Singaporean
Location: Singapore

Languages: English and Malay

Version of the website: English

Introducing Brian

Goals

Online information sources

Brian was a participant in Shizuoka, Japan in 2007 in industrial

control. He works at the Institute of Technical Education and has
been a team leader in the last two international competitions. He
organises WorldSkills Singapore and is in charge of taking the
national team to the international competition.

To get rules, regulations and infrastructure lists (details of

equipment, tools, etc.) before the competition.
To get updates about events, skills and changes during the
competition.

Facebook
Google search
Push notifications from apps

Key characteristics / behaviour

Frustrations

Other information sources

As a team leader, he briefs the competitors with all the

information they need to know.
He often uses the WorldSkills international forum. He
finds it useful for all team leaders to be in contact and to
share information. He hasnt really used the competition
websites much.
He uses the internet at work and at home. He has a
desktop, a laptop, a tablet and a mobile.

Having to sift through vast amounts of information to find

what he needs.
Not putting information he needs online quickly enough.

Colleagues and friends

We want to inspire
young people

Knowledge and skills

Internet savvy?
Busy?
Frequent user?
Professional or personal use?
Searching or browsing?

Partner / sponsor
Helen

Knowledge of WorldSkills

Age: 42 years old

Nationality: American
Location: Birmingham, UK

Languages: English
Version of the website: English

Introducing Helen

Goals

Online information sources

Helen manages Global Strategic Partnerships for a multinational

technology company. She has been with the company for over 10
years and worked in various roles. She has been involved with
WorldSkills for the last three competitions.

To publicise her companys involvement with WorldSkills.

To have young people using her companys products in skills
competitions.
To find the most talented young people in her companys skill
areas.
To convince colleagues about the value of being involved with
WorldSkills.

BBC
Her companys website

Key characteristics / behaviour

Frustrations

Other information sources

She is online at work using a laptop.

She travels a lot so often uses phone.
She wants to help publicise WorldSkills to her companys
networks which have lots of followers.

Not getting many participants for their demonstrations or event.

Things not being organised in advance.
Lack of clear navigation and not being able to find what she is
looking for.

Sky News on in office

Newspapers now and again