BCDEFGH
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ExamplePersona 1Persona 2Persona 3
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Mary Johnson
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Single
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20-30
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F
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$40k-$60k
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Downtown
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Skiing, outdoor sports, shopping with coupons
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Where is there friction for customers?
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Search results aren't accurate
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Not enough product descriptions
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Hard to find a phone number
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What do customers love about their experience?
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Easy account creation
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Robust FAQ
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Easy to find our latest promo codes
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What do competitors excel at that you don't?
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www.xyz.com
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Search is really fast and intuitive
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Navigation is more organized
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Online return process is 2 steps
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www.123.com
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Promo codes are shown on the checkout page
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Product photos are large
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Navigation is more organized
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www.domain.com
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I can checkout as guest
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Search is really fast and intuitive
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Resetting my password is seamless