arab old man with grandchild

Persona “pizzeria guy”

persona arab old man with pizzaAHMAD

Pizzeria Owner
  • married, 5 children (1 adult, 2 teenagers, 1 preschool)
  • Age: 52
  • Education: High-school


Psychological profile
  • authoritarian – every member of the family listen to him, he’s in conflict with one of the older sons;
  • extrovert (afiliative type) – is trying to do everything he can to make people feel better around him. He knows better than anyone that a happy customer is a returning customer;
  • he understands how hard a reputation is build and he would rather loose a few penny than win an argument with a customer. Ahmad knows a lot about diplomacy;
  • very hard in being convinced about the value of any app mainly because he believes too much in his charisma, appreciates small talk, has a good detail memory regarding his clients;
  • respectful and respected in professional life, dreaded in personal life.
Why is his business still small?
  • mainly because he knows that running two pizzerias comes with a considerable effort. He feels comfortable and he adapted perfectly his needs to the winnings he can make over the month. He’s dreaming though to a bigger income so his kids can be proud of him; he wants to secure their future somehow.
Professional life
  • Ahmad likes routine, has fixed ideas about how to run a pizzeria business and, in general, sees any business through the lens of his own business. He’s running this business for at least 10 years. He learned to manage his business by trial and error and, of course, observation;
  • he likes to find everything in its place, has a big sense of order. Without order, world will certainly collapse. Unconsciously he knows that tools and objects should adapt to him, not the other way around;
  • his activity during the day is very fragmented: many and short activities like taking an order, calling for supplies, putting an employee to work, checking the quality service, small talk with a customer etc.
  • First of all, the nature of his business, is putting him in the middle of people. He needs social confirmation, wants to be respected but also loved. Personal needs decreased over the years and right now family is everything to him;
  • Probably he cannot be convinced that the app is “real” until he sees the user comments (flow).
  • For him, the world has changed for the worse, kids nowadays don’t respect the old good values that make the fabric of our society. He is concerned that there is too much superficiality around.
Technical abilities
  • He is using his smartphone for basic tasks and only in rare occasions a laptop.
  • Average time spent daily online: 20-30 min (reading the news).
  • Ahmad is using his phone mainly for browsing and in very rare occasions for searching. Phone call app is still the most used app. Because, somehow, every app wants to add something new in terms of usability, he is intimidated by the weak standardization across apps. Probably, if he needs to dive into more than 3 levels deep, he will find the app hard to use.
  • Most likely, if he isn’t a medium mobile user, will ask one of his sons / daughters to configure this app for him.
Personal quote / belief
  • In life, there is a retribution for everything.


without claiming exhaustivity for this definition, a “persona” – as in in UX design process – is a generic character that helps the design (and also sales, marketing, PR etc.) team  to focus on a particular approach. Designing for everyone increases the risk of designing for no one. Building a good persona is part science, part art. Requires good insights, life experience and narrative ability. (Personas I’ve build so far are far from the best, but one thing I couldn’t find so far in other example is “why those characters are still in their social and professional status: do they want that or do they wish for more?” How can your product optimise their current status or help them accomplish with ease a desired one?)

Adrian Costea