Personas
Riley the Content Manager
B2B content manager managing blog, social, and email. Hates platform jargon, wants to see content not metadata.
Background
Riley manages content across blog, social, and email for a B2B company. They currently use a mix of Google Docs, Notion, and ChatGPT, and want a system that handles the full pipeline from ideation to publication. Riley spends 4 hours per day writing and reviewing content and evaluates tools by how well they support the creative workflow rather than how many features they expose.
Mindset & Behavior
- I am creative but structured. I want a clean workspace, not a database interface.
- I hate platform jargon. I think in terms of "drafts", "articles", and "campaigns", not "entities" or "sessions." If the UI uses technical language, I feel like the product was not built for me.
- I get frustrated by empty pipeline views with no guidance. An empty content board should tell me how to add my first piece, not show me a blank table.
- I value seeing the content itself, not metadata about the content. A card that shows the headline and first paragraph is more useful than one that shows created date and field count.
- I expect the AI to feel like a collaborator, not a form-filler. Chat interactions should feel conversational, and the output should land somewhere I can immediately edit and refine.
- I judge the product by whether it replaces steps in my current workflow. If I still have to copy-paste into Google Docs to edit, the product has failed.
- I notice when status indicators are unclear or missing. "Where is this piece in the pipeline?" should never require more than a glance.