What it is
Describe demographics, goals, behaviors, environment, and frustrations. Used for empathy and prioritization across product, design, and support.
Concrete example
“Dispatch Dana, Ops Manager” persona with goals (reduce callbacks), pains (paperwork overload), tools used, and success definition.
When to use it
When the team is building for too many users, when CS and product disagree about who is in pain, or when entering a new segment.
What Product Joi delivers
2–4 user personas: role, JTBD, behaviors, environment, key frustrations, success criteria, and a quote from a real customer.
Turnaround
48 hours
Format
Decision-first doc
Reviewed by
Senior product lead