Empathy for Your Persona’s Perspective (Relative to the problem you are addressing)

1. What do they SEE? (e.g., alternatives, peers, media)

They see alternatives like Pandora, Apple Music, Spotify, etc.

2. What do they SAY? (e.g., what do they actually say, what might they want to say)
They typically say Pandora is best for discovering new music, Spotify for their offline mode and
song/album selection, and Apple Music for the playlist customization and dibs on new releases.
We WANT them to say that they wish there was something that could do all these things and
more.

3. What do they DO? (e.g., what do they do now, what are their habits, what do they wish they
could do)
They typically go from app to app using each benefit and some stick to one app for sake of
convenience and sacrifice the other benefits as a result. They wish all these benefits to be all in
the same place.

4. What do they HEAR? (e.g., what do their friends/colleagues say, what influences do they listen
to)
They hear their friends talking about what app they use most and why they think their app is
better that yours. They often are influenced by what their friends use. We also hear them
complain about ads.

5. What do they THINK and FEEL? (e.g., pains, hassles, fears, frustrations & desires, hopes, dreams)
I think they feel that music streaming is as best as it could be and there’s not much more you
can do to spice it up. They could be in a state of kind of a learned helplessness where they just
decide to deal with all the cons of their music app.