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Example persona “Mary” Demographics • Working mom • 34 years old • Lives in Chicago • Married, 2 kids • Household $125k/yr Behaviors Needs & Goals • Help! Running errands, • House cleaner 2x week managing kids, keeping things • Orders take out 3 nights/wk running • Often forgets to do things, • Time for her girlfriends feels bad about it. • To feel like she “has it sorted” • “To clone herself”LUXR.CO SEP 2012