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Customer personas

Proto-personas used to sanity-check TCF messaging and website content against real buying motives: strategy, product building, AI/agents, growth, complexity and trust. Full detail (background, concerns, navigation patterns, questions per persona) lives in umbrella/conveniencefactory.com/PERSONAS.md — this page is the summary. See also Brand architecture and Marketing.

The eight personas

Persona Role Primary need
Marieke van Dalen (43) COO, mid-sized B2B service org Reduce operational complexity
Thomas de Rooij (38) Founder/CEO, SaaS scale-up Sharpen product choices
Saskia Meijer (49) Innovation manager, healthcare org Innovate safely and carefully
Jeroen Bakker (45) Commercial director, consumer electronics/IoT Digital services around brand/product
Noura El Amrani (35) Head of Digital, fast-growing SME Create digital coherence
Pieter van Leeuwen (52) Managing partner, investment/venture studio Trustworthy partner across a portfolio
Eva Kuipers (41) Product owner, corporate innovation Make ideas tangible
Daan Verhoeven (32) Founder, early-stage AI-first startup Validate an AI product

Most valuable for website testing

  1. Marieke — tests whether the site makes clear TCF can simplify complexity.
  2. Thomas — tests whether the site reads as senior, sharp and product-focused.
  3. Saskia — tests whether the site radiates enough trust, care and credibility.
  4. Jeroen — tests whether the site is commercially relevant and visually convincing.

What the site must score on, per persona

Persona Website must radiate
Marieke Direction, structure, pragmatic execution
Thomas Seniority, speed, product discipline
Saskia Trust, compliance-awareness, quality
Jeroen Commercial relevance, brand feel, proof
Noura Clarity, direction, implementation power
Pieter C-level sharpness, flexibility, repeatable value
Eva Prototypes, a stakeholder-provable story, corporate fit
Daan Energy, AI expertise, focus, speed

Test questions (per persona)