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The first prompt to give your team is to write down as many facts about the ideal user as possible. It could be things like what college she went to or how much money she makes.

Here’s the key: only write down the things that make her easy to identify as a user of your product. For example, you don’t need to write down that she owns a dog unless your product is made for dog owners or dog ownership somehow affects whether or not she’ll be a user. Don’t write things like “2.4 children and a golden retriever” unless that’s key to their usage of your product.

At the end of two minutes, everybody should take the most pertinent four facts and put them in the upper-left corner box (see Figure 2.4). The most pertinent facts might be things like her job and her salary, or it might be the fact that she has two kids and lives in San Francisco. And yes, you can mention that your persona is a mom. You just can’t stop there. It can be a factor, but not the only factor.

FIGURE 2.4 Add facts.