Personas & Context

Personas are fictional but evidence-based representatives of user segments. They anchor the map and help you keep the user’s motivations and constraints front and center.

Persona components

• Role: the user’s role and demographic info
• Goals & motivations: what gets them to act
• Scenario: the context in which the task happens
• Pain points and expectations

Example Persona (brief)

• Name: Julia Carter
• Role: Busy Parent, 34
• Location: Austin, TX
• Job Title: Marketing Coordinator
• Goal: Quickly order healthy meals for family without friction
• Motivations: Values family health but lacks time; prefers quick, reliable services
• Scenario: It’s 6 PM on a Tuesday; kids are hungry and the fridge is empty; Julia orders on mobile with about 10 minutes available
• Quote: “I don’t have time to sign up every time I buy groceries. I just want to checkout quickly.”
• Pain Points: Slow-loading mobile pages, forced account sign-up during checkout, limited dietary filtering options
• Personality: Practical, Rushed, Value-driven