Hi. My name is Joel Rittvo and I am pretty close to the end user you describe below. I know enough to poke around a little when I have to, but initially I wanted and needed TBB to just work, and I needed the instructions and the site to just get me going. And basically they did. I can hopefully help in evaluating the site in terms of users like me as it re-develops.
The idea of defining personas for target users is one I use in my regular work (which is totally unrelated to this) and the technique is powerful and keeps everyone focused, I have found.
Isn't the target audience everybody with an internet connection?
Or at least those that value privacy/.
At the moment Tor is aimed at tech savvy users and although the tor guys have done an excellent job of the instructions so far.
The real momentum will happen when Joe Bloggs, mom and pop start using it.
This is where i want to come in and make it so everyone and anyone no matter your tech ability, either sees the benefits of tor or can get Tor running.
The only way I can do this is by writing very understandable tutorials or explanations of what are quite technical things.