Internal personas

There’s no reason we can’t be transparent about these. It’s part of our job!

We know there’s a debate about whether personas are still a great design tool—or if they risk oversimplifying or introducing bias. But we think of them as just that: a tool. They’re not written in stone, and we update them regularly based on real insights. For us, they’re a fun way to think through different perspectives and focus our efforts.

Just a fun tool to try, and here’s an example you might relate to.

The frustrated beginner

They’re excited by the idea of web development but unsure where to start. They’ve dabbled in tutorials and resources, only to end up overwhelmed by information and confused about what’s actually important. They’re motivated by the creative potential of building interactive, visually engaging projects and by the flexibility that web development seems to offer as a career.

Motivations

The chance to create: They’re inspired by the idea of building something from scratch—whether it’s a personal project, a portfolio, or a career path.
Curiosity about tech: They’re drawn to web development because it’s everywhere in modern life. From apps to websites, they see the potential to be part of an industry that shapes the world.
Practical outcomes: Money might be one factor, but they’re also motivated by the sense of achievement and independence that comes from having valuable, in-demand skills.
The promise of variety: They like that web development offers multiple paths—design, front-end, back-end, freelancing, or working for a company.

Pain points

Wasting time on shallow tutorials, fake tools, or resources that don’t connect to real-world skills.
Struggling to figure out the “right path” and feeling stuck in an endless loop of learning.
Questioning their ability to follow through because they’ve never built anything real.

What they say want

Clarity and direction: A straightforward, objective plan that eliminates the guesswork and makes learning feel achievable.
Creative fulfillment: The ability to build visually appealing, interactive things they can share and be proud of.
Opportunity and flexibility: The chance to learn skills that open doors—whether that’s freelancing, remote work, or joining a tech team.

What they really need

A filter to shield them from information overload: They need help cutting through the noise of the internet, so they can stop bouncing between resources and focus on what actually matters.
A system for deliberate practice: They need structured tasks that reinforce their learning through repetition, helping them turn knowledge into usable skills.
Encouragement to start small: Instead of overwhelming themselves with big, ambitious projects, they need to focus on small wins that build confidence and momentum.
Guidance on creating study habits: Many beginners struggle with discipline. They need strategies to carve out consistent time for learning and make steady progress.
Honest feedback in a supportive environment: They need constructive input to correct mistakes and gain confidence, without feeling judged or discouraged.

How we can help

Teach real skills in a real order: Give them a clear, modular learning path focused on foundational tools (HTML, CSS, JavaScript, and design).
Connect learning to creation: Help them build projects they can see, use, and share—keeping them motivated and engaged.
Show the bigger picture: Frame web development as a skill that can lead to multiple opportunities, whether they want to freelance, work in design, or join a team.
Provide guidance and feedback: Ensure they’re never stuck or second-guessing their progress, with tailored support to keep them moving forward.

Messaging

“You’re excited about web development but not sure where to start. We’ve built a clear system to teach you what matters—so you can stop guessing and start building.”
“If you’re ready to create interactive, visually engaging projects and explore a career in tech, we’ll help you get there—one step at a time.”
“Web development is everywhere—and learning it opens doors. Whether you’re drawn to design, code, or building things people love, we’ll guide you.”

The burned-out bootcamp (or CS/IT) graduate

They’ve completed a coding bootcamp, invested heavily in online courses, or earned a computer science or IT degree, but feel unprepared for real-world development. Despite their education, they lack practical, job-ready skills and confidence in their abilities. They’re frustrated by the gap between theoretical knowledge and hands-on expertise, leaving them unsure how to move forward.

Motivations

Career advancement: They want to land a job that feels stable, rewarding, and aligns with their interests.
Skill mastery: They’re eager to go beyond surface-level knowledge and feel truly capable as a developer.
Return on investment: After dedicating time and money to their education, they’re determined to see tangible results.
Renewed confidence: They’re looking for a program that reassures them they’re not stuck and can still succeed.

Pain points

Overwhelmed by information: Bootcamps provided a crash course, but they don’t feel like they’ve mastered anything deeply.
Lack of practical experience: Their portfolio is weak, with projects that don’t showcase real-world, job-ready skills.
Diminished confidence: Repeated failures or rejections have made them question their ability.
Unclear direction: They’re unsure how to bridge the gap between their current skills and industry expectations.

What they say want

In-depth understanding: A curriculum that fills the gaps and deepens their knowledge of essential tools and workflows.
Real-world projects: Opportunities to build things that mirror industry challenges and enhance their portfolio.
Actionable feedback: Guidance that helps them improve and rebuild their confidence.
Career clarity: A realistic plan to move forward and navigate the job market successfully.

What they really need

A reality check on their skill gaps: They need clarity on the difference between where they think they are and where they actually are, so they can focus on real growth.
To revisit the fundamentals: Instead of rushing to advanced tools, they need to strengthen their core skills in HTML, CSS, JavaScript, and design.
Time for deliberate practice: Bootcamps often rush through material, so they need time and space to apply their knowledge meaningfully.
An honest, supportive mentor: They need constructive feedback and clear guidance to address their weaknesses and rebuild confidence.
A focus on smaller, impactful projects: Creating well-executed, realistic portfolio pieces is more valuable than overly complex, poorly done work.

How we can help

Fill in the gaps: Our curriculum dives deep into core technologies like HTML, CSS, JavaScript, and design, helping them master foundational skills.
Build real-world projects: Hands-on assignments mimic industry scenarios, giving them a portfolio that proves their readiness.
Personalized support: Open office hours, tailored feedback, and mentorship help them identify weaknesses and rebuild confidence.
Practical career advice: We guide them on the next steps to translate their skills into job opportunities, with strategies for resumes, portfolios, and interviews.

Messaging

“Feeling stuck after your bootcamp? We’ll help you build the depth, confidence, and practical skills you need to stand out in the job market.”
“Bridge the gap between learning and doing. With real-world projects, personalized feedback, and step-by-step guidance, you’ll finally feel job-ready.”
“Your bootcamp was just the beginning. We’ll help you master the skills that employers actually look for.”

The DIY starter

They’ve been learning independently, using free resources, tutorials, and online courses. They’re confident in their ability to figure things out but are starting to feel frustrated with their scattered progress. They know they can succeed but realize that structured guidance and feedback would help them achieve their goals more efficiently.

Motivations

Efficiency: They want to level up faster by focusing on what truly matters instead of spinning their wheels on low-priority goals.
Clarity: They crave a clear path that eliminates the guesswork and organizes their learning journey.
Self-improvement: They’re driven by a desire to become genuinely good at web development and confident in their skills.
Real-world application: They want to work on projects that showcase their abilities and prove their readiness for real-world challenges.

Pain points

Scattered knowledge: They’ve learned bits and pieces but struggle to connect everything into a cohesive skill set.
Lack of focus: They often chase shiny objects, like new frameworks or tools, instead of sticking with a core learning plan.
No feedback loop: Without someone to review their work, they’re unsure if they’re progressing or developing bad habits.
Unclear priorities: They feel like they’re making progress, but it’s not always aligned with the goals they truly want to achieve.

What they say they want

Structure: A clear and organized curriculum that helps them avoid distractions and focus on what matters most.
Feedback: Honest input from someone experienced to guide them and correct mistakes before they become bad habits.
Efficiency: A way to speed up their learning process without skipping important foundational skills.
Confidence: Reassurance that they’re on the right path and progressing toward their goals.

What they really need

A focused curriculum: They need a clear, step-by-step plan that builds on their existing knowledge and helps them avoid distractions.
Deliberate practice: Structured, repetitive tasks that help them deepen their skills and connect the dots between concepts.
Real-world projects: Opportunities to apply their knowledge in meaningful ways that mimic actual industry work.
Constructive feedback: Honest, actionable guidance to refine their skills and overcome weaknesses.
Support and accountability: Someone to keep them on track, answer questions, and provide encouragement when they hit roadblocks.

How we can help

Provide structure: Our program offers a clear, modular learning path that keeps them focused on mastering essential tools and concepts.
Facilitate real-world projects: They’ll work on assignments that mimic industry scenarios and build a portfolio that proves their readiness.
Offer expert feedback: Through tailored reviews and office hours, we help them refine their work and identify areas for improvement.
Build confidence: We ensure they’re never stuck or second-guessing their progress by providing consistent guidance and encouragement.

Messaging

“You’ve made progress on your own, but we’ll help you take it further. With structure, feedback, and real-world projects, you’ll connect the dots and build skills you can prove.”
“Stop spinning your wheels on low-priority goals. We’ll help you focus on what matters most and turn your effort into results.”
“When you’re ready to level up, we’re here with the tools and guidance to make it happen.”

The career-changer

They’re transitioning into web development from a different field—such as graphic design, marketing, customer support, or even backend development. They bring transferable skills but need help figuring out how to apply them to their new path. They’re serious about making this change but may feel nervous about starting over or proving their worth in a new industry.

Motivations

Reinvention: They want to escape a career that feels stagnant or uninspiring and move into something more exciting and future-proof.
Building on existing skills: They’re eager to combine their current expertise with new technical skills to expand their opportunities.
Career flexibility: Web development offers paths like freelancing, remote work, or joining innovative teams, which appeal to their lifestyle goals.
Proof of value: They want to demonstrate that their past experience is relevant and that they can thrive in this new field.

Pain points

Unclear how to transition: They’re unsure how to connect their previous experience to web development and market themselves effectively.
Lack of technical confidence: They feel intimidated by coding and the fast-paced nature of the tech industry.
Starting over: They’re nervous about being perceived as inexperienced or having to compete with younger, more “tech-savvy” peers.
Overwhelmed by options: With so many directions to go in web development, they struggle to choose a path that fits their strengths and goals.

What they say they want

Guidance on connecting the dots: A clear plan for leveraging their existing skills while gaining new ones.
Real-world projects: Opportunities to build a portfolio that proves they can design, code, or develop practical applications.
Confidence: Reassurance that they can successfully transition into tech without starting from scratch.
Career clarity: Insight into which web development roles align with their goals and strengths.

What they really need

A tailored learning plan: They need guidance that integrates their existing expertise with the technical skills required for web development.
Portfolio alignment: Help creating projects that bridge their old career and new skills, showcasing their unique strengths.
Mentorship: Support from someone who can validate their progress, address their fears, and guide them through the transition.
Role exploration: Opportunities to learn about various paths within web development (e.g., front-end, UX, freelancing) to find the best fit.
Practical skill-building: A focus on tools and workflows that build confidence and prepare them for the day-to-day realities of a tech role.

How we can help

Combine design and code: We teach both technical and creative skills, making it easier for career-changers to merge past experience with new capabilities.
Provide hands-on projects: Real-world assignments allow them to build a portfolio that highlights both their old and new skills.
Offer mentorship: Our program includes office hours and personalized feedback to help them navigate the transition with confidence.
Explore career paths: We introduce them to various roles within web development, helping them find the one that aligns best with their strengths and goals.

Messaging

“Transitioning to web development doesn’t mean starting over. We’ll help you connect your past experience to new skills and carve a path forward.”
“Combine your existing expertise with coding and design skills to build a career that fits your goals.”
“It’s never too late to start fresh. With our guidance, you’ll gain the tools and confidence to thrive in tech.”