# Target Users

Define users by situation, goal, and constraint—not only age or job title. The **primary user** should drive the MVP. Secondary and operational users may receive necessary support without turning version 1 into several products.

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## User Map

| Priority | User in Context | Trigger | Desired Outcome | Main Barrier |
| --- | --- | --- | --- | --- |
| Primary | prospective customer comparing an offer | [TRIGGER] | understand the offer within ten seconds | [BARRIER] |
| Secondary | returning visitor looking for a resource | [TRIGGER] | reach any primary page in two navigation actions | [BARRIER] |
| Operational | site owner publishing or reviewing content | [TRIGGER] | submit a contact request with clear confirmation | [BARRIER] |

## Primary User Profile

- **User:** [SPECIFIC PERSON IN A RECURRING SITUATION]
- **Job to complete:** When [TRIGGER], I want to [TASK], so I can [OUTCOME].
- **Current alternative:** [TOOL, MANUAL PROCESS, OR DO-NOTHING OPTION]
- **Frequency:** [TIMES PER DAY/WEEK/MONTH]
- **Environment:** [DEVICE, LOCATION, CONNECTIVITY, TIME PRESSURE]
- **Accessibility needs:** [VISION, HEARING, MOTOR, COGNITIVE, LANGUAGE, OR NONE KNOWN]
- **Trust requirement:** [WHAT MUST BE EXPLAINED OR PROVEN]
- **Evidence:** [INTERVIEW, OBSERVATION, ANALYTICS, OR ASSUMPTION]

## Scenario Cards

### First Use

The user arrives because **[TRIGGER]**. They need to understand **[VALUE]**, provide only **[MINIMUM INPUT]**, and reach **[FIRST SUCCESS]** without hidden prerequisites.

### Routine Use

The user returns to **[REPEAT TASK]**. Optimize this path for speed and recognition. A website product should specifically help the user reach any primary page in two navigation actions.

### Recovery Use

Something is missing, slow, invalid, offline, unauthorized, or failed. Explain what happened, preserve safe work, offer the next valid action, and never imply success without evidence.

## Recruitment Screener

- [ ] The participant has performed the target task recently.
- [ ] The participant uses or rejected a current alternative.
- [ ] The participant matches the target device, environment, or decision role.
- [ ] The participant is not included only because they are easy to reach.
- [ ] Consent and privacy expectations for the session are clear.

## Accessibility and Inclusion Review

Test the primary path with keyboard or switch-like navigation where applicable, 200% zoom, readable language, non-color status cues, captions or text alternatives for meaningful media, and slow or interrupted connections. Record which needs are supported now, which are deferred, and why.

## Anti-Personas

List users version 1 is not designed for. Example: **[USER WITH A DIFFERENT HIGH-COMPLEXITY WORKFLOW]**. An anti-persona is a scope boundary, not a judgment about the person.