## Persona: [Name]

### Photo & Demographics
[Include representative image]
- Age: [Range]
- Role: [Job title]
- Company: [Type/size]
- Location: [Geographic]
- Tech savviness: [Low/Medium/High]

### Quote
> "[Characteristic statement that captures their mindset]"

### Background
[2-3 sentences about their professional context]

### Goals
1. [Primary goal - what success looks like]
2. [Secondary goal]
3. [Tertiary goal]

### Pain Points
1. [Frustration with current state]
2. [Obstacle they face]
3. [Risk or concern]

### Behaviors
- [Typical workflow or habit]
- [Tool preferences]
- [Information sources]

### Motivations
- [What drives their decisions]
- [What they value most]

### Scenario
[Brief story of how they might use your product]

### Key Insight
[The most important thing to remember about this persona]

## Persona: DevOps Dana

### Demographics
- Age: 32
- Role: Senior DevOps Engineer
- Company: Mid-size SaaS (200 employees)
- Location: Austin, TX
- Tech savviness: Expert

### Quote
> "I don't have time for tools that create more work than they save."

### Background
Dana manages CI/CD pipelines and infrastructure for a growing
engineering team. She's responsible for reliability and developer
productivity, and is constantly balancing new requests with
maintaining existing systems.

### Goals
1. Reduce deployment failures and rollback frequency
2. Give developers self-service capabilities without chaos
3. Spend less time on repetitive tasks, more on improvements

### Pain Points
1. Alert fatigue from too many false positives
2. Lack of visibility into who changed what and when
3. Context switching between 10+ different tools

### Behaviors
- Checks Slack and monitoring dashboards first thing
- Automates anything she does more than twice
- Documents decisions in ADRs and runbooks

### Motivations
- Professional reputation for reliability
- Autonomy to solve problems her way
- Continuous learning and skill growth

### Key Insight
Dana evaluates tools by "time saved vs. time invested"—she needs
immediate value with minimal onboarding.

┌─────────────────────────────────────────────────────────┐
│                                                         │
│                     [User/Persona]                      │
│                                                         │
├─────────────────────────┬───────────────────────────────┤
│         SAYS            │            THINKS             │
│                         │                               │
│ • Direct quotes         │ • What occupies their mind    │
│ • Statements made       │ • Worries and concerns        │
│ • Questions asked       │ • Aspirations                 │
│                         │                               │
├─────────────────────────┼───────────────────────────────┤
│         DOES            │            FEELS              │
│                         │                               │
│ • Observable actions    │ • Emotional state             │
│ • Behaviors             │ • Frustrations                │
│ • Workarounds           │ • Delights                    │
│                         │                               │
└─────────────────────────┴───────────────────────────────┘
│                         │                               │
│         PAINS           │            GAINS              │
│                         │                               │
│ • Fears                 │ • Wants                       │
│ • Frustrations          │ • Needs                       │
│ • Obstacles             │ • Success measures            │
│                         │                               │
└─────────────────────────┴───────────────────────────────┘

## Empathy Map: First-time user during onboarding

### Context
New user who just signed up, attempting to complete setup

### SAYS
- "Where do I start?"
- "Is there a tutorial?"
- "Can I import my existing data?"

### THINKS
- "Is this going to be worth my time?"
- "I hope I don't break anything"
- "How long until I see value?"

### DOES
- Clicks around hesitantly
- Opens help docs in new tab
- Looks for "Get Started" or "Quick Start"
- Skips optional steps

### FEELS
- Anxious about learning curve
- Hopeful about solving their problem
- Impatient to see results
- Overwhelmed by options

### PAINS
- Information overload
- Unclear next steps
- Fear of making wrong choices early

### GAINS
- Quick win / early success
- Confidence in the tool
- Clear path to full value

┌────────────────────────────────────────────────────────────────┐
│                     CUSTOMER JOURNEY MAP                        │
│                      [Journey Name]                             │
├────────┬─────────┬─────────┬─────────┬─────────┬───────────────┤
│ STAGE  │ Aware   │ Consider│ Purchase│ Onboard │ Use & Retain  │
├────────┼─────────┼─────────┼─────────┼─────────┼───────────────┤
│ DOING  │         │         │         │         │               │
├────────┼─────────┼─────────┼─────────┼─────────┼───────────────┤
│THINKING│         │         │         │         │               │
├────────┼─────────┼─────────┼─────────┼─────────┼───────────────┤
│FEELING │  😐     │   🤔    │   😬    │   😊    │      😃       │
├────────┼─────────┼─────────┼─────────┼─────────┼───────────────┤
│  PAIN  │         │         │         │         │               │
│ POINTS │         │         │         │         │               │
├────────┼─────────┼─────────┼─────────┼─────────┼───────────────┤
│ OPPORT-│         │         │         │         │               │
│ UNITIES│         │         │         │         │               │
├────────┼─────────┼─────────┼─────────┼─────────┼───────────────┤
│TOUCH-  │ Blog,   │ Demo,   │ Sales,  │ Email,  │ App, Support, │
│POINTS  │ Social  │ Reviews │ Pricing │ Docs    │ Community     │
└────────┴─────────┴─────────┴─────────┴─────────┴───────────────┘

## Journey Map: [Journey Name]

### Persona
[Which persona is this journey for]

### Scenario
[What is the user trying to accomplish]

### Stages

#### Stage 1: [Name]

**Touchpoints:**
- [Channel/interaction point]

**Actions:**
- [What user does]

**Thoughts:**
- "[What they're thinking]"

**Emotions:** [😊 😐 😟]

**Pain Points:**
- [Friction or frustration]

**Opportunities:**
- [How we can improve]

---

#### Stage 2: [Name]
[Repeat structure]

---

### Key Insights
1. [Insight from mapping process]
2. [Another insight]

### Priority Improvements
| Stage | Opportunity | Impact | Effort |
|-------|-------------|--------|--------|
| | | | |

Emotional Journey: First Month with Product

Satisfaction
    │
 😃 │                              ╭────────────
    │                        ╭────╯  Productive
 😊 │                   ╭────╯       User
    │              ╭────╯
 😐 │     ╭────────╯
    │ ╭───╯   Pit of          Climbing
 😟 │ │       Despair          Out
    │─╯
    └──────────────────────────────────────────► Time
      Day 1   Week 1   Week 2   Week 3   Week 4

┌─────────────────────────────────────────────────────────┐
│ CUSTOMER ACTIONS    │  Browse  │  Sign up │  Onboard   │
├─────────────────────┼──────────┼──────────┼────────────┤
│ LINE OF INTERACTION │──────────┼──────────┼────────────┤
├─────────────────────┼──────────┼──────────┼────────────┤
│ FRONTSTAGE         │ Website  │  Form    │  Welcome   │
│ (Visible)          │          │          │  wizard    │
├─────────────────────┼──────────┼──────────┼────────────┤
│ LINE OF VISIBILITY │──────────┼──────────┼────────────┤
├─────────────────────┼──────────┼──────────┼────────────┤
│ BACKSTAGE          │ CDN,     │ Auth     │  Data      │
│ (Invisible)        │ Analytics│ system   │  import    │
├─────────────────────┼──────────┼──────────┼────────────┤
│ SUPPORT PROCESSES  │ Hosting, │ Email    │ Customer   │
│                    │ CMS      │ provider │ success    │
└─────────────────────┴──────────┴──────────┴────────────┘

## Maintenance Schedule

### Personas
- Review: Quarterly
- Full update: Annually or after major pivot

### Journey Maps
- Review: After major feature launches
- Full update: When customer journey fundamentally changes

### Empathy Maps
- Create fresh for each new scenario/project
- Archive after project completion