1. What
   1. PERSONA
      1. Persona is a humanized view of your customer
      2. A Name and a role
      3. Screening question
         1. to identify subjects
      4. Description
         1. Who is this user?
         2. What makes them tick?
         3. +
            1. Use photo
            2. Day in the life
      5. Perspective
         1. Thinks
         2. Sees
         3. Feels
         4. Does
         5. in your area of interest
            1. Focusing
   2. Problem Scenarios
      1. Problem scenario
         1. What problems, needs does the persona have in your area?
      2. Alternative
         1. Instead of using your product, what do they do right now to solve this problem/meet this need?
      3. Your value proposion
         1. What product ideas do the problem scenarios and current alternatives give you?
   3. ‘A certain [Persona(s)] exists… …and they have certain [Problem Scenario(s)]. Currently, they’re [using certain Alternatives], but… …if we [offer our target Value Proposition], then… …we'll observe [success through Pivotal Metrics- acquisition, onboarding, engagement, retention, etc.] .'
2. Where
   1. The Venture design process
      1. The first item
   2. Agile US
      1. As s [persona], I want to [do something] so that I can [deliver a benefit]
         1. who you’re talking about
         2. what they want to do
         3. how you’ll know if they were successful
         4. testable narrativ
3. When
   1. at the beginning of any project
4. Why
   1. to motivate you and your Team
   2. Make Better a Product/Offering
      1. personas help you answer
         1. PROPOSITION DESIGN
            1. problems (jobs, desires, etc.)
         2. PRODUCT/SYSTEM SUPPORT
            1. guide to be successful
         3. PRODUCT DESIGN
            1. interface patterns and comparables
         4. SOFTWARE DEVELOPMENT
            1. happy paths and headline modalities
      2. to obtain outstanding outcomes
   3. Execute Better Promotion/Growth
      1. Growth Hacking Canvas
         1. https://www.alexandercowan.com/growth-hacking-canvas/
   4. Write Better User Stories
   5. Run Better Lean Startup Experiments
   6. Facilitate Better Interdisciplinary Collaboration
5. How
   1. Test it
      1. Photos?
      2. Does the description reflect what you’ve learned about key facets of what makes them tick? Their day?
      3. Can you think of at least 5 examples of the persona?
      4. Does the ‘Think’ reflect the tension between how they’d like things to be vs. how they are now?
      5. Does the ‘See’ reflect the points of contact and influence you’ve observed?
      6. Does the ‘Feel’ speak to the emotional drivers that you think will motivate action?
      7. Do you know what the persona specifically ‘Does’ in your area of interest? How much/how often?
      8. Does your interview guide draw out the answers to the above?
      9. Does your day in the life shed light on key moments in their day?
      10. Did you push yourself to test actionability of the persona with Google AdWord concepts?
   2. Persona Hypothesis
      1. ???
         1. Does such persona exist?
         2. Can you identify them?
         3. Do you understand them really well?
         4. What do they TSFD in your area?
      2. tools
         1. Photos
         2. TSFD
         3. Discovery Interviews
            1. QUESTIONS FOR INTERVIEW
            2. Tell me about [yourself in the role of the persona]?
            3. Tell me about [your area of interest]?
            4. Tell me your thoughts about [area]?
            5. What do you see in [area]?
            6. What do you feel about [area]?
            7. What do you do in [area]?
            8. use open-ended question
         4. Storyboards
         5. Day in the Life Boards
6. How much
   1. start with one
   2. depends of project
7. course
   1. Agile Meets Design Thinking
      1. https://www.coursera.org/learn/uva-darden-getting-started-agile/home/welcome
      2. https://www.alexandercowan.com/agile-just-basics/
      3. Venture Design Template
         1. https://docs.google.com/document/d/1M7UGO-XymKBNfFvqIjeWdABO7z1f4JOaje_VjCOi4ss/edit#
      4. https://www.alexandercowan.com/tutorial-personas-problem-scenarios-user-stories/
8. Important
   1. A lot of software that users don’t like and don’t use
      1. ⅔ for existing products
      2. 90% failure rate for new products