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User Personas
Felines' primary user is not the existing cat person — it's the neighbor who isn't part of the cause yet.
Who they are: Has a concrete problem with cats in the neighborhood — noise, scratched cars, waste in common areas.
Search trigger: "how to get rid of stray cats in my building", "cats scratching my car solution"
Conversion path: Searches for a solution → finds Felines → discovers removal doesn't work (vacuum effect) → understands that neutering solves their problem → acts out of self-interest → becomes an ally
Conversion potential: High — motivated to act because of a real problem
Who they are: No problem, not a cat person either. Walks past the same square every day and sees the same cats.
Trigger: "who takes care of stray cats?", "what is a cat colony"
Path: Curiosity → explores the map → discovers the colony's story → makes a micro-contribution → comes back to see progress
Potential: Medium-high — no resistance, needs a nudge
Who they are: Already wants to help, doesn't know how. Not a cat person but open to it.
Trigger: "how to help stray cats without adopting", "found an injured cat"
Path: Arrives with intent → finds clear actions → acts immediately
Potential: Very high — already motivated
Who they are: Genuinely dislikes stray cats. Thinks they're a nuisance that should be removed.
Trigger: "how to get rid of stray cats", "do stray cats spread disease"
Path: Aversion → the app doesn't judge them → presents neutral facts → discovers removal doesn't work → reaches the conclusion on their own
Potential: Low-medium, but the highest-impact conversion of all
Who they are: Already cares for one or more colonies, usually alone, with no visibility.
What they need: Visibility for the colony, a connection to neighbors who could help.
Role in the product: Not the primary user, but the anchor — without caretakers registering colonies, the map has no content.
| Persona | Profile | Context |
|---|---|---|
| Carlos, 38 | Conflicted | Building manager in Natal, has fielded resident complaints for 3 months |
| Juliana, 26 | Curious | Freelance designer who passes the same cat-filled square daily |
| Pedro, 31 | Ready to act | IT analyst whose caretaker friend always asks for help |
| Mr. Antônio, 58 | Averse | Retiree whose backyard is overrun by street cats |
| Ms. Maria, 52 | Caretaker | Retired domestic worker caring for 11 cats in the square for 6 years |
Real validation: the founder herself was her own primary persona — she didn't know what a cat colony was before starting the project.
Personal problem → Searches for a solution → Finds Felines
→ Feels the product understands their problem
→ Discovers context without being judged
→ Acts out of self-interest
→ Without realizing it, became an ally of the cats