Name
AGE:
Actual age or range
RESIDENCE:
State, city, or even neighborhood
EDUCATION:
Highest level of education or training
OCCUPATION:
Job or primary way of making money
MARITAL STATUS:
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
INTERNET
SOFTWARE
MOBILE APPS
SOCIAL NETWORK
criteria for success:
What's needed in order to make him or her feel successful.
needs
  • These should be required
  • This might be Spanish localized content
  • Support from higher ups
wants
  • 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
values
  • Qualities that he or she values
  • High level planning is an example
fears
  • 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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