Persona: Board Leader Mark — Technology Evaluator

  Property: ChurchWiseAI   Category: UX / Flow Tier: anonymous Persona: board-leader-mark-evaluator Touchpoint: /pricing and /

Preconditions

• Visitor is a board member (retired business executive, ops chair)
• Task: evaluate ChurchWiseAI for board approval
• Evaluates on ROI, security, total cost, multi-role value, staff adoption

Steps

#	Action	Expected Result
1	Land on homepage from pastor's link	Copy addresses whole church value, not just pastors. Mentions staff, volunteers, office, ministry teams.
2	Identify concrete capabilities (not vague AI)	Specific features visible: 'Answers calls 24/7', 'Captures visitor contacts', 'Never miss follow-ups', 'Schedule coordination'
3	Navigate to pricing page	Prices clearly visible as dollar amounts (e.g. $14.95/mo). Tier names present (Starter, Pro, Suite). No 'Contact Sales' required.
4	Check multi-role value proposition	Pricing/features broken down by role: pastor uses voice/chatbot, office staff uses visitor tracking, volunteers use scheduling, board sees analytics.
5	Look for security/compliance information	Data handling policy visible. 'Enterprise-grade encryption' or similar messaging present. Privacy/terms links accessible.
6	Check for ROI/case study evidence	Case study, testimonial from similar church, or metrics (e.g. '60% reduction in missed visitor contacts') visible.
7	Search for annual pricing	Annual plan shown with discount (e.g. pay ~11 months, save 1 month). Cost comparison calculator available.
8	Verify implementation/onboarding info	Setup time, support level, training availability mentioned. No surprise hidden costs.

Known Failure Modes

• Copy only targets pastors — board member doesn't see value for whole church
• Features vague or buzzword-heavy — evaluator can't understand concrete ROI
• Pricing hidden behind 'Contact Sales' — can't present numbers to board
• Annual pricing unavailable — can't calculate 3-year TCO for board approval
• No security/compliance info — board flagged as risk

References

• Playwright spec: e2e/delivers/personas/board-leader-mark-evaluator.spec.ts
• Code files:
  • src/app/page.tsx
  • src/app/pricing/page.tsx
  • src/components/PricingCard.tsx
  • src/app/api/chatbot/stream/route.ts

Notes

Mark (55, retired VP Ops) evaluates whether the church should buy ChurchWiseAI. Thinks in ROI, security, TCO, and multi-role value. Needs: pricing clarity, concrete capabilities, proof of church-wide value, security assurance, case evidence. Lifecycle tests miss this — they verify features work, not "should we buy?" See: brand.md, PRICING.md for messaging and pricing source of truth.