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Next, have your team write down the problems that this user has. Again, you’re going to concentrate on the problems that make her into a user. If you have a product that allows people to summon cars from their phones, you might want to identify people who don’t have cars of their own but still occasionally need to drive places or people who like to go out drinking on the weekends but don’t have a way to get home from bars.

At the end of two minutes, have each person pick the top four problems and put them in the upper right-hand corner of the paper.