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Actual age or range
State, city, or even neighborhood
Highest level of education or training
Job or primary way of making money
Married, single, with kids, without
A quote from to help define their voice and personality.
A quick summary of behaviors and practices like how he/she spends their day.
Comfort with Technology
criteria for success:
What's needed in order to make him or her feel successful.
These should be required
This might be Spanish localized content
Support from higher ups
Wants are something that is not required but delights
This might be the holy grail feature
It delights him or her with its simplicity or completeness
Qualities that he or she values
High level planning is an example
Fears are the things that keep him or her up at night
This might be something like failure
But might also have to do with real fear
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