Grace Personas

1. Future State Personas GracePersonas Nigel - Architect Al - Investor Bill – Home builder Juergen - Engineer Paula – Structural Engineer Erin – Community Member 1

2. Who are the users of the future Grace.com ? 2

3. Scientist My company is developing a product with Grace. I need to access latest tests data from Grace, securely. Architect I am working on project for a client. What smart solutions Grace has to offer? Technical Advisor I advise my client on materials for their project. I need data on products! Designer I am designing a building exterior. What cool finishes Grace offers? Engineer I need the product spec. And I need it now! Reporter (media) I want to dig up everything I can on Grace. Are they truly transparent? Regulatory Agency’s Official I need Grace product compliance data. Is it easy to find and download? Government Official I am researching for a city bridge project. Is Grace a qualified supplier? External Grace.com Users and Their Needs 3

4. Builder Can Grace save me money? Can I rely on Grace? Can they help to solve my problems? Investor The fund that I manage holds some Grace stock. Where is Grace heading? Local Community Member I heard Grace is coming to our area. Should we worry? Analyst I am reporting on chemical industries sector. I need all I can find on Grace, quickly! Contractor This new Grace product is great. I need to see an instructional video on it! Ready Mix Producer Grace additives save us cost and make our products better. I want to login and find product info and order status. I want self-service Client Senior Management We would like to do business with Grace. But is their public image acceptable? What about their finances? Cement Producer We are all about efficiency and quality. I want to login and find product info and order status. External Grace.com Users and Their Needs 4

5. Product Line Manager We are coming out with a great new product. I need to have all info/pics/video in the right place for the right audience on the site, in a few clicks. And bty, is has to be in 5 languages. Sales Person I need to download the latest marketing materials (including videos), watch latest sales training video, update on new products. Grace Employee (all) After a hurricane, I need to login using my mother’s computer to check status. I also want to know the latest company news. Marketing Staffer I need to promote Grace brand values to all users, no matter who they are and where they are on the site. HR Staffer I need to connect with prospective employees, and tell the Grace story. Communications Staffer Grace was just featured on CNN! I need to put out a video release QUICKLY! Internal Grace.com Users and Their Needs 5

6. Validate and Prioritize Personas • What are “Personas”? • Persona Attributes Check list • Role Definition • Work Activities • Work Flow (how site fits into) • Selfish interest • Roadblocks • Tasks • Features • Functions • Goals • Fears • Aspirations • Technology Attitude • Market size & Influence • Demographics Attributes • International Considerations ? ? 6

7. Personas Descriptions PersonasDescriptions

8. All – Investor Type: Role Attributes Key Goals • Making money • Stay ahead of the game • Self made • Entrepreneurial • Risk taker • Decision Maker • Fears: Inaccurate financial information that could lead him to loss money Scenario • Al came to the new grace site from Google. He landed on our home page. He browses our financial information through the very obvious link for ‘Investors’. • 2e looks for the 10K financial statements on the new page displayed. The report isn’t there. So Al clicks on the button that reads ‘Let me know when documents are added to this section’. • Mist of multiple financial related alerts is presented to him (e.g. CEO podcasts, new 10Q, 10K, press releases, etc.) with radio buttons. Al is prompted for his first and last name and his email address. He then clicks on the items he wants to opt into then clicks on the Submit button. The text will read something like, ‘Grace will let you know when documents are added to this section.’ • Al then glances at the stock ticker • Al then looks for and finds the latest quarterly ‘Analyst Worksheets’. Al clicks on the file name which opens the spreadsheet. He reads it for a few minutes then decides to save it to his local computer in Excel format. • Al then looks for press releases. He uses the filtering tool to only be presented with financial-related ones. He clicks on a few of them to read them • Al then clicks on the ‘Presentations’ link and decides to listen to the latest conference call from the CEO which is posted as a streaming podcast. Al decides then not to save the podcast. • Al then decides that based upon the podcast he just listened to, that he wants to add the next CEO call as a reminder on this Outlook calendar. He clicks on the link for this. • Al is very impatient and wants new pages to load within 2 seconds. • Very satisfied with the wisdom of his investment, Al, decides to enjoy the dying day light by taking one of his preferred cigars and a glass of single-malted scotch to enjoy the sunset. Income : $ Millionaire Family : Married 2 Technology Technology : Techno phobic Age / Gender: 69 Male Geo: American - Miami Education: BA

9. Jurgen – Engineer Type: Role • Jürgen is thinking of partnering with Grace. Specifically, he wants to vet Grace as a worthy partner for his chemical business. He starts by hovering over ‘Grace’s Industries’ pop-down menu and selects ‘Coatings’. He is then presented with a list of all coating-related products including Grace’s history in the coating business and links to its coating products. Jürgen wants to compare four products he thinks might fit his needs. He selects all four of them and clicks the ‘Compare’ button. He is then presented with a tabular view comparing those products. • Jürgen selects three products he wants to buy to test. He is warned that one of the coatings selected is not currently sold in Germany. He clicks on the link that offers to let him know when that product will become available in his market. He adds the remaining two trial productions to his shopping cart. One of the trial products is free but the second will cost Jürgen 50 Euros (or enter discount) • Because Jürgen is getting trial products deeply discount he is presented with a form to qualify him as a lead for future sales. That lead information is forwarded to the appropriate sales person. • The page completing the purchase transaction offers Jürgen links to subscribe to communications (see Al’s example above) and deepen the relationship between his company and Grace. • Jürgen couldn’t help but have a smile come on his face; he knew he had found the partner that was going to help him find a cure for breast cancer. • Jürgen spoke with a sale person in Germany. Now needs to get a better feel for the company so he decides to visit Grace’s website using the address on the sale’s person’s business card. He lands on Grace’s home page. The web site knows that Jürgen is visiting from Germany and displays the page in German. However, links to other languages are very obvious (see draka-ep.com as an example). The localization does not extend to the limitations of the products displayed. Key Goals Attributes • Grow his business • Establish partnerships • Support medical research • Highly educated • Entrepreneurial • Visionary • Decision Maker • Fears: Making the wrong call on selections and quality Scenario Income : $ 150.000.00 € Family : Married 2 infants Technology : Advanced Age / Gender: 30 Male Geo; Germany - Munich Education: PHD pd Harvard

10. Erin – Local Community Member Type: Role • Erin searched for Woburn Massachusetts background information in Yahoo.com. She is directed to Grace’s history page on the infamous events. She explores the interactive timeline showing Grace’s positive but also negative events. • Erin searches for ‘accountability’ and ‘governance’ in Grace’s search engine. The results are presented logically grouped by faceted topics. She decides to follow the ‘Corporate Governance’ link. • Erin learns from the embedded interactive content that Grace took responsibility for its actions above and beyond mere regulatory compliance. She follows the link ending the movie to land on the ‘Community Stewardship’ page. • There she presented with the various community events that Grace supports. One of them is the ‘Susan G Komen Race for the Cure’ in Boston. This triggers her to wonder if Grace might support her own ‘Walk for the Cure’. • She clicks on the ‘Contact Us’ link. She fills out the form (questions are TBD) and types in her request for support. The resulting email is routed to the Chairman of the Grace Foundation. • Erin is then presented with confirmation that her email was received by Grace. She is also shown a list of community events plotted on a Google Map (module offers to map community events, sales office, trade shows, career fairs, investor road shows, etc.) • Satisfied that her request for support is in good hands, Erin decides to spend some quality time with her children. Key Goals Attributes • Community Safety • Cleaner Planet • Support medical research • Socially Minded • Success driven • Goal oriented • Activist • Fears: Global changes ,distrusts companies with large carbon footprints Scenario Income : $ 32.000.00 Family : Married with Kids Technology : Novice Age / Gender: 44 Female Geo; American NYC Education: GDE

11. Nigel - Architect Type: Role Key Goals Attributes • Create big Stunning projects • Generate Large Revenues • Create an impressive Resume • Visionary • Globally connected • Goal oriented • Decision Maker • Fears: Lacking information to support his vision Scenario • Nigel received a visit from a sales Rep who left an interesting collateral. He lands on the home page. • He looks for large scale Green solutions and follows the link to land on the Green Building section. • He reads how Grace has been “green” for years now. 100% post consumer recycled products as fireproofing in their plants in NA. He reads further that buildings constructed with air barrier can save 40% in energy costs of the life time of the building. • Selects the type of building he wants solutions for. • He then mouse's over a picture of the high rise building to see Grace’s different offerings. He reads about Grace’s air barrier product (Perm-A-Barrier family of products) • He clicks on the link for that product and wonders which version is the best in Dubai. • He clicks on the ‘Chat with Grace’ button which prompts him to register to the site. • He registers on the site (includes a question about LEED Certification). • When he clicks the last button it routes the chat session request to a LEED Certified Engineer who answers his questions. • Nigel agrees that a more formal presentation by a Sales specialist is warranted. A meeting is set up for next Wednesday. • Nigel is very happy. He got his questions answered in time for him to still meet his friends at Ansfield Road stadium to watch Liverpool play Manchester United. Income : 650,000.00 € Family : In a relation Technology : Advanced Age / Gender: 45 Male Geo; London England Education: BS Architecture

12. Paula - Structural Engineer Type: Role • Paula knew Grace from the latest FEICON trade show She lands directly on Grace’s home page using the address from the trade show’s collaterals. • Paula searches for the word Wal-Mart to see if Grace has previously done business with them. She finds nothing, about projects in Europe this time. • Paula decides then to search using the product names she collected at FEICON. She hits pay dirt. • She follows the link to the PDF-based data sheet. That’s exactly what she is looking for, so she saves the document to her laptop. • For the next few minutes Paula browses the up-selling and cross-selling links presented to. • Paula then decides to be a little more systematic about her search for new products by using the Product Advisor tool. She finds out that before she can use it, she must register to the site. The registration tool guides her through the set up of a project profile through some judicious questions. • Once the profile has been created, the Product Advisor tool suggests to her a series of products that best address her problems. She is amazed at the breadth of the solutions offered. She knew specifics about some of the products, but loves the extent of the new information shown. • Paula realizes that product selection is only part of her responsibilities as a structure engineer. She must also make sure the construction staff can easily deploy them. That’s when she clicks on the ‘Video’ button and watches the 5 minute video to understand how foolproof these products are to install. • However, Paula still has a question about the resistance of the floors to salt water and not fresh water listed in the documentation. She searches the knowledge base. Although very helpful, she didn’t find the specific answer she was looking for. • So she clicks on the ‘Chat’ button to initiate a chat session with a sales engineer. A window pops on the Grace side showing Paula’s project10profile and products and the fact that she prefers to communicate in Portuguese. Eduardo comes online and answers her questions for the next 15 minutes. • Paula is very impressed with Eduardo’s technical knowledge. She is wondering if he is a structural engineer himself and whether she could entice him to come and work for her in Brazil. She closes her laptop cover with a satisfied grin thinking “That was time well spent.” Key Goals Attributes • Maintain her certification • Build her credibility • Build her business network • Aggressive • Success driven • Goal oriented • Influencer • Fears: Making wrong decisions Scenario Income : $ 200,000.00 Family : In a relation Technology : Web Warrior Age / Gender: 32 Female Geo: Brazil – San Paulo Education: BS Engineering

13. Bill – Home Builder Type: Role • Bill was at the JLC Live trade show in Rhode Island where he saw very intriguing decorative concrete products. He took some collaterals with him and decided to visit the new Grace.com site today. He is not sure exactly what products Grace offers so he browses for decorative concrete line of product. • The decorative concrete products page shows the whole range of decorative products. From there he watches a high-definition movie that shows the overview of the appropriate products. • Following the movie Bill lands on a page asking him if he wants to browse any of the 4 family of products he saw. Then the page of success stories comes up. • Bill navigates around those stories. He decides that he wants to further explore Grace’s Pool Decks options. Bill clicks on the ‘Pool Decks’ link • The Pool Decks page launches the ‘Product Advisor’ tool. As a result, Bill has been qualified and a portfolio of potential products for Bill’s project (up-selling and cross-selling) was generated. Also, the tool gave him a preliminary budget for this project. • The tool then asks Bill if he wants to save that portfolio and the associated budget. Bill answers ‘Yes’ • The tool then prompts Bill to register to the site; which Bill does. • Bill then clicks on the button to ‘Share this page’. The site prompts Bill for the email address of his GC and captures the email addresses entered by Bill. The link to this page will have an ID that can tie the visit of the GC to this product page to Bill’s account. • Bill then decides to ask that some samples be sent to him. Because Bill is in a territory that is under-represented by Grace’s sales force and because Bill is a well qualified lead, Grace decides to mail him some sample. • Christine Welby (use role instead of staff name) is then notified that the CRM process was started on Bill. Key Goals Attributes • Decision maker • Fears how products real look differs from what he sees online • Very Social • Traditional • Entrepreneurial • Build luxury housing • Cross selling and up selling Scenario Income : $ 300,000.00 Family : Married 2 kids Technology : Mid Level User Age / Gender: 55 - Male Geo: Upstate NY Education;: Collage