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For the last quadrant, you’re going to have the team identify as many relevant needs and goals of the user as they can in two minutes. What is the person trying to accomplish or become?

Maybe the person using the car service wants to be able to get home safely from a bar on Saturday night without having to call half a dozen cab companies. The salesperson might want to save two hours of data entry after a full day of meetings. These are the goals and needs that you think will drive adoption of your product.

When you’re all done, everybody on the team should have filled in all the quadrants (see Figure 2.5).

FIGURE 2.5 A full provisional persona.