1.
Living in the Moment
Jane Robertson
28 Years Old | Single, No Children | Freelance Creative Professional
Jane is a 28 year old freelance creative professional living
in New York City. She has a busy lifestyle and is constant-
ly on the move. Working and networking have become
simultaneous tasks and she needs to constantly be active
within her network of friends and professional contacts.
She uses social networks religiously as a means to ex-
press her thoughts, taste and viewpoints on what is going
on around here at a given time. She is constantly on the
hunt for inspiration and needs the ability to be able to post
her own content while also easily finding new, topical and
inspiring content to interact with.
Instagram Usage & Behavior:
• Uses 2-3 times per day
• Posts slightly more than she views
Behavior
• Instagram loyalist, hates Facebook
• Enjoys the flexibility to easily shoot and
post content throughout her day
• Follows others who post interesting
content or creative imagery
• Active hash-tagger. Enjoys creating
her own for fun
Current Printing Habits
• Very rarely prints photos
• Only would consider printing photos
that reflect a memory, feeling or event
What Could Effect Current
Printing Habits (+/-)
• The ability to send a meaningful photo
to a friend in the moment
• Ability to compile photography in
to a photo book that reflects her
design aesthetic
Needs Goals
• To express her thoughts and feeling through photography
• Efficiency and speed in everything
• Products that reflect her high-end, design aesthetic
• To document her life and evolve her personal brand
one photo at a time
Pain Points
• Letter are too formal and feel incomplete without personalized
visuals that capture the moment
• Low quality, cheap products
• Technology that slows her down: clunky interfaces, long
processes and interfaces that are not mobile optimized
“Sending a photo you took is definitely better than
sending a Hallmark card”

2.
Family-Focused
Carol Berk
Carol is a 46 year old mother who owns and
operates a small business in San Francisco, CA.
She loves keeping in touch with her children and extended
family and doing what she can to make sure that they are
happy and healthy. She is a visual person and enjoys the
range of photographic options that Instagram offers her
access to and especially likes browsing dog photos.
Additionally, she is an avid poster of family photos and
actively shares pictures of her children and relatives with
a tight circle of friends and family.
46 Years Old | Married, 2 Children | Small Business Owner
“The thought of printed, hard-copy photos of memorable
moments is still appealing to me, especially as a gift”
Instagram Usage Behavior:
• Uses 3-5 times per week
• Views slightly more than she posts
Behaviors:
• Uses social media to communicate her
life to friends and family
• Posts and shares photos
• Loves using Facetime to talk to
family and friends
• Keeps her photos private, only
shares with a select network of friends
and family
• Likes to give photo-related items as gifts
Current Printing Habits
• Prints photos several items per year
for gifts in the form of greeting cards and
photo books
• Generates individual prints to compile in
albums at home
What Could Effect Current
Printing Habits (+/-)
• Ability to compile photos in to a book or
other format
• Ability to send/receive printed items
with personalized messaging
Needs Goals
• Enjoys receiving personalized messages from her children
• Technology that is easy-to-use
• Affordable pricing
• Customization options
Pain Points
• Privacy, she wants only a select group to see what she shares
• Not receiving enough communications from her children
• Printing companies that require in-store pick-up
• Slow loading times that prevent her from accessing what she
needs in her limited downtime

3.
Keeping in Touch
Henry Daniels
Henry is a 19 year old Texas native, now studying
Economics at Duke University. He loves BMX biking and
video games. He is in a long distance relationship with his
girlfriend and likes to do something sweet at least once
a month to maintain their bond. He enjoys spending time
with his friends and likes to stay abreast of what they are
up to. Between school and his active social life he tends to
lose track of time, His interactions with social media usu-
ally take place when he has a few minutes of downtime.
His parents are always on his case to stay on touch and he
often appeases them by sending a greeting card in lieu of
actually speaking on the phone.
19 Years Old | In a Relationship, No Children | Student
“Having to remember their address or getting their address is
one of the worst parts of the mailing process”
Needs Goals
• Leveraging social media to easily stay in touch with his
girlfriend, friends and relatives
• Send something special to his girlfriend at least once a month
• Fair pricing
• Convenience and speed
Pain Points
• Remembering or acquiring the addresses of his contacts
• Going to the post office to mail anything
• Unnecessary notifications
• Never having enough time to do everything he wants to do
Instagram Usage Behavior:
• Uses 1-2 times per week
• Views more than he posts
Behaviors:
• Uses Instagram to post and share
photos with his girlfriend and friends
• Posts photographs when he remembers
• Very active social life
• Strong bonds with a group of friends
• Posts photos of funny moments, friends
hanging out, trips and memorable events
Current Printing Habits
• Occasionally prints photos on his Ink-jet
printer but the price of ink is prohibitive
What Could Effect Current
Printing Habits (+/-)
• Ability to customize a card with a
personal message from his phone
• If he could send selected
photographs to his parents directly
without communication

4.
The Curator
Tom Jakowski
Tom is a 32 year old architect and Minnesota native,
currently living in Brooklyn, NY. He considers himself
to have an impeccable eye for all things design and fine
taste and aesthetic. He took up photography in college
as a hobby and still shoots recreationally in the evening
and on weekends. He is involved in a photo-trading group
where fellow Brooklyn-based photographers trade and
share their most intriguing shots with each other for in-
spiration. He maintains a carefully tailored feed of photos
on his social networks and gets especially excited when
is photos catch the attention of other photographers.
32 Years Old | Married, No Children | Architect
“I don’t share 98% of my photos, I curate
specifically those that are worthy”
Instagram Usage Behavior:
• Uses approximately once per day
• Views equally as much as he posts
Behaviors:
• Only posts photos that he feels
are the best of the best
• Has a keen eye for aesthetics
and professional photography
• Follows accounts with quality
content that he identifies with
• Likes to include descriptive
messaging and context with his
photos when he shares
Current Printing Habits
• Prints photos to share with his
photography trading group using
Printstagram
• Only prints his own photographs
What Could Effect Current
Printing Habits (+/-)
• He would print more if the entire printing/
mailing process was less cumbersome
• If he took photos at a wedding or special
event, he would consider having prints
and/or cards made to give as gifts
Needs Goals
• Wants to share fascinating, quality photographs he has taken
• Wants to be recognized for his work
• To be able to personalize the messaging on the photos he creates
to foster more of an emotional connection
• Minimalism and simplicity
Pain Points
• Not receiving reciprocating photos through his photo club
• Not getting credit for photos he has taken
• Sub-par quality prints
• Slow delivery through the mail
• Having to manually mail the photos after having them printed
through another service

5.
Busy Forgetful
Annie Chang
Annie is a 24 year old financial analyst living in
New York City. She has strong familial ties but her
parents and other family live far away in other states
and countries. She spends most of her time at work,
sitting at her desk, and has very little downtime to
organize and plan her personal life beyond the next day
or two. Her Father’s birthday and other family
milestones are very important to her but she often
has trouble remembering the dates far in enough in
advance to send a meaningful gift.
24 Years Old | Single, No Children | Financial Analyst
“Mailing is more real and impactful than an
electronic communication”
Instagram Usage Behavior:
• Uses approximately once per week
• Views photos when she posts
Behaviors:
• Uses social media when she has
downtime at work
• Takes photos of sites and scenes from
New York City with her iPhone with the
intent to send to her parents/relatives
• Has strong family bonds and wants to
keep her family abreast of her life
Current Printing Habits
• Prints photos on her work printer
to send to family through the mail
What Could Effect Current
Printing Habits (+/-)
• Automated system that handled the
printing and mailing for her
• A system that made the process of
getting printed photos from her phone
to her parents easier
Needs Goals
• Send thoughtful gestures to her family with a personal touch
• To be reminded in advance of upcoming family events
• Fully automated processes that can be completed quickly
from her mobile phone
• To keep in touch and connect emotionally with her family
even though they live far away
Pain Points
• Forgetting key dates because she is too busy and
loses track of time
• Leaving work to go to the post office and mail something
• Waiting on a line
• Being too busy