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We took everything we’d learned about the industry and Nest’s potential customers, about demographics and psychographics, and we created two distinct personas. One was a woman and the other a man. The man was into technology, loved his iPhone, was always looking for cool new gadgets. The woman was the decider—she dictated what made it into the house and what got returned. She loved beautiful things, too, but was skeptical of super-new, untested technology. We gave them names and faces. We made a mood board of their home, their kids, their interests, their jobs. We knew what brands they loved and what drove them crazy about their house and how much money they spent on heating bills in the winter. We needed to look through their eyes to understand why the man might pick up the box. And so we could convince the woman to keep it. Over time we added more personas—couples, families, roommates—as we better understood our customers. But in the beginning we started with two—two human beings who everyone could imagine, whose photos they could touch. That’s how prototyping works. It’s how you make abstract concepts into physical representations. You turn your messaging architecture into words and pictures on a box. [See also: Figure 5.4.1, in Chapter 5.4.] You turn “someone in a store” into Beth from Pennsylvania. And then you keep going. Every step of the way, along every link of the chain.
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