the analyst the rational mind the sceptic ‣ fact-driven ‣ text-orientated ‣ values clarity over visual flair ‣ often uses tab to navigate sites ‣ patient and calm browsing habits ‣ internet use mainly leisurely, allowing time to consume content ‣ interest to explore site likely ‣ prefers navigation with mouse, or use of tablet ‣ confident tech user, used to fast pace digital work ‣ impatient browsing habits, using many tabs and keyboard shortcuts ‣ quick skim reader, relying on good visual hierarchy ‣ risk of abandoning site high ‣ confident tech user ‣ prefers familiar patterns to unusual approaches ‣ responds strongly to visual design ‣ prefers mixed content combining media and text ‣ easily swayed by visual design ‣ engaged by unique and strong ideas ‣ tends to wander off / be easily distracted ‣ prefers to use open source apps/browsers ‣ objective and analytical ‣ usually rushing / skim reading ‣ likes consistency & logic ‣ main net use: mobile / tablet CONTENT AUDIT: SIX THINKING HAT PERSONAS