3. “Shot List”
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Persona: a first name for your target user
Target: the intended users of your app, i.e. your market segment
Pain: the source of the user’s struggles
Goal: the desired outcome for the user as a member of the target
Qualifier: in one word, what your app delivers better than any other
Proof: some form of validation (usually market- or technology-based) for the qualifier
Screenshot 1: homepage or splash screen
Screenshot 2: in-app shot that conveys user interaction
Screenshot 3: in-app shot that conveys user interaction
Competitors: 2 to 5 other products that help define your market
Partners: 3 to 5 supported services, customers, or partners
Name: the names of your team members that are relevant to the user
Role: what Name does relative for the user or organization (not always title)
Challenge: a misconception about your app (i.e. expensive, hard to learn) and your
response
Temptation: an alternative perceived as easier (i.e. take no action, go with incumbent)
and your response
Anxiety: a circumstantial fear (i.e. “boss won’t let me” or “new hardware required”) and
your response
