Personas

Personas

Part of the discovery-phase skill pack · synthesis group · reads discovery-context.md (run profile-builder first if missing) and the evidence artifacts produced by the evidence group.

Turns evidence into 2-4 distinguishable user archetypes that downstream skills (journey-mapping, opportunity-mapping, feature-scoping) can target. Refuses to invent traits — every claim must cite a source. If evidence is thin, says so explicitly and tags fields [ASSUMED] rather than fabricating.

Step 1 — Read context + evidence

Read discovery-context.md (sections 2. Product / Initiative, 3. Users / Stakeholders, 4. Discovery Access Level). Then enumerate available evidence in ./discovery/:

• themes.md (from insight-synthesis) — primary input
• interview-notes/ — quote source
• sme-notes/ — proxy when end users unreachable
• support-data-analysis.md — behavioral evidence
• secondary-research.md — segment-level signals

If themes.md is missing, recommend running insight-synthesis first. Don't block — but warn the BA that personas built directly from raw interview notes (without synthesis) often duplicate themes incorrectly.

If discovery-context.md is missing, ask inline: "(a) what's the buyer vs end-user split? (b) B2B / B2C / B2B2C? (c) any segments the client already named?" — tag unverified personas as [ASSUMED].

Step 2 — Decide how many

Default: 2-4 personas. Hard cap at 4. Rationale:

• 1 persona → not a synthesis, you don't need this skill
• 2-3 → typical for focused B2B and B2C
• 4 → multi-sided marketplace or B2B2C with distinct buyer/user/admin
• 5+ → diminishing returns; collapse near-duplicates

If the BA insists on 5+, push back: "Which two could collapse without losing strategic distinction?"

Step 3 — Pick the right archetype model

Match the engagement context:

Context	Persona model
B2C product	Behavioral (jobs-to-be-done + context)
B2B SMB	Role-based, single buyer = end user
B2B Enterprise	Buyer + Champion + End-user + Admin (often 3-4)
Marketplace	Supply + Demand + Operator
Internal tool	Role + Permission tier

Avoid demographic-led personas ("Marketing Mary, 35, latte drinker") — they're the cargo-cult version. Lead with what they're trying to accomplish and what stops them.

Step 4 — Draft each persona

For each persona, fill these fields. Every non-empty field must cite at least one evidence source (e.g., [I3, I7] for interview 3 and 7, [support-2024Q3], [SME-ops-lead]).

1. Label — role-based name (Operations Lead at 50-200 person ecom), not first-name fiction
2. Context — where they work, what decisions they own, what tools they live in
3. Top jobs — 2-3 jobs-to-be-done in their words, prioritized
4. Pain points — what's broken today, with frequency/severity if known
5. Current workaround — how they cope (Excel, manual, competitor, doing nothing)
6. Decision criteria — what tips them from "interesting" to "I'll buy/use"
7. Watch-outs — what would make them disengage (price, complexity, security review, change-management)
8. Evidence count — N interviews + M support tickets + K SME mentions. Be honest: if N=0, this persona is [ASSUMED].

Step 5 — Pressure test (4 checks)

Test	Question	Fix
Distinguishability	Could you tell two personas apart from a quote alone?	Sharpen jobs/context — they're too overlapping
Evidence backing	Does every persona have ≥3 evidence citations?	Drop or merge under-evidenced personas
Action-relevance	Does each persona drive a different design or scoping decision?	If two personas → same scope, merge them
Buyer/user honesty	In B2B, is the buyer separated from the end user where they differ?	Split into two personas if decisions and pain diverge

If 2+ tests fail, loop back. Don't ship watered-down personas — they mislead journey-mapping and feature-scoping downstream.

Step 6 — Write artifact

Output: ./discovery/personas.md — see ./template.md.

Append to _log.md: [personas | YYYY-MM-DD] count: <N>; evidence_strength: <strong|mixed|thin>; assumed_count: <K>.

Anti-patterns

• Demographic-only personas. Age, hobbies, coffee preference are noise unless they drive a decision.
• Inventing names and photos. Persona is a synthesis tool, not a creative-writing exercise.
• One persona per feature. Personas describe users, not modules.
• "The average user". If you can't pick a primary persona, you didn't synthesize — you averaged.
• Persisting personas without evidence refresh. When new interviews come in, update or retire.
• Skipping the buyer. In B2B, ignoring the economic buyer is the most common reason proposals lose.