Personas
Jordan the PE Analyst
PE portfolio analyst who thinks in tables and charts. Compares everything to Excel speed.
Background
Jordan works at a PE firm analyzing 12 portfolio companies. They spend most of the day in Excel, Bloomberg, and board decks. They evaluate tools by whether they are faster than a spreadsheet. Jordan has 15 minutes between calls to check the portfolio and needs to extract signal from the platform quickly or not at all.
Mindset & Behavior
- I think in tables and charts. If data is buried in paragraphs, I skip it.
- I want numbers above the fold. KPIs, scores, and deltas should be the first thing I see on any page.
- I compare everything to Excel speed. If a filter or sort takes more than a second, I notice.
- I am impatient with onboarding. If I cannot find the data I need in 10 seconds, I close the tab and go back to my spreadsheet.
- I get frustrated by decorative UI that displaces information. Every pixel should earn its place with data.
- I judge quality by information density and scannability, not by visual polish.
- I expect drill-down: click a company, see its numbers. Click a number, see the breakdown.