Raffaele, can you articulate your persona for us, again?
Yeah, she's a beautiful lady.
Her name is Helen.
She's 34 years old.
She's has an amazing kid, her name is Maria.
Helen normally comes back home, mid-late afternoon,
after picking up Maria at the daycare.
They come back home, Maria's playing in the living room.
She's playing with Helen's iPad.
On iPad, there are some kind of games.
Then Helen put Maria to start eating
in the area of the living room, where she can play and so on.
And she takes her iPad and she start
to browse, she start to look at Pinterest,
she loves to look at certain readers.
And she also enjoy emails because with an email
she should have a lot of receipts of stuff
that she buys for Maria, stuff that she buys for herself.
In fact, when it's later in life,
she has more personal moment with her tablet
and she does shopping online and so for her husband,
from people, for the house.
So she buys a lot.
She really uses these as the main digital device at home.
At home, she doesn't have a computer.
She's not the techie.
In fact, when we installed the-- the camera on her iPad,
she had a very old operating system
and I remember that evening, we had to crazy thing
to get there, with the latest one
because we needed to do certain-- whatever.
And she's been super-excited from the very beginning, which
made us thinking that we really could,
make a difference for people like her.
So we've been iterating and getting for her feedback, week
by week for several months.
And now she's excited, and we know
that there are million people like her out there
that will enjoy and love using Cannonball.
So now you know that your end-user is a lady in her early 30s
who loves couch shopping at night on her iPad.
How did you arrive at this and use a definition, what
other end-user definitions have you dismissed or postponed
for later on?
For example, we're have dismissed
people who are so-called the inbox zero, who tend to not
pile up content in their inbox but they
tend to delete their emails.
They tend to create a lot of folders.
But they tend to categorize it.
This is a behavior which skews a little bit more
on the enterprise side.
But in reality, some people brings also it home
in their personal life, this attitude,
which is they see an email and they
want to delete it right away because their inbox is
their to-do list.
No?
We don't do well-- we did not create Cannonball for them.
There are great apps, like Mailbox
who make the job for those kind of people.
We look at the other side of the market.
We look at the rest of us, as we like to say with our partners.
We need the normal people who-- they have a more relaxed life.
And email today, this is something which stresses them
because it's something which is too bureaucratic.
And we're just giving it a touch of color.
Now that's why interior design it's a good metaphor.
So it's impressive how you can go on
at lengths about your end-user profile.
Is that enough to just have a user profile?
Should you also have a persona?
And this is one of the key themes off this class today.
Well the persona, it's a great metaphor,
which helps to be on track.
Because everybody in the company should know who is the persona.
Who's really-- what's her name?
What does she do?
What other apps does she have on her iPad?
How does she spend her time?
And a lot of people that's really-- they look like her.
She's a great symbol.
It's thinking, OK, I am-- I want to connect, empathize with her,
because I am living through her mood everyday.
And everything that we do in our company, it's really
say, OK, this is how she would like
to thrive through the product.
So it's very important.