Other Attributes Persona empathy mapping exercise Proposition name: __Cloud Storage___________ Segment: Large Corporate________ Persona role: _Administrator________ Name: _Mark Philipousos___ Age: _32__ Avid reader of TechCrunch and security forums Low profile, works in back-office ……… Under constant pressure from boss on costs & speed Strongly influenced by tech bloggers ………. Introverted character enjoys detailed 1-1 tech discussions Brutally honest about personal and business challenges Wants to be seen as in control (hates surprises) Major fears over data security Worries about the detail …….. Think and Feel? What really counts, major preoccupations, worries and aspirations See? Environment Friends Market offers Hear? From their friends From their boss From influencers Other Attributes Expert on MS Office Experienced 0365 admin Likes reputation for good job. Good on detail MSc computer science It literacy Personal values Education Say and do? Attitude in public, appearance, behaviour Lacks budget and time to be able to do the best job Finds business justification tough Pain fears, frustrations, obstacles No hacker breaches of firewalls Time to review and play with tools to deal with security trends Gain wants, needs, measures of success

Other Attributes Persona empathy mapping exercise Proposition name: _____________ Segment: ________ Persona role: _________ Name: ____ Age: ___ Think and Feel? What really counts, major preoccupations, worries and aspirations See? Environment Friends Market offers Hear? From their friends From their boss From influencers Other Attributes Say and do? Attitude in public, appearance, behaviour Pain fears, frustrations, obstacles Gain wants, needs, measures of success