User Personas for Moneysurfers Onboarding WebApp
New prospect / lead
Signs up for the first time on the web app.
Doesn't yet know their own level of financial preparedness, discovers it during onboarding.
Primary goal: Understand their own level of financial preparedness and receive a suitable path/product, without feeling overwhelmed.
Trigger: First registration on the app (new prospect/lead).
Frustration: Gets lost in long forms or dense dashboards, motivates a "quick dialog edit" variant.
Success signal: Completes the onboarding wizard without dropping off; receives a level and a personalized product proposal.
Primary Users Personas
Giulia, 34: the careful beginner
"I earn my money. Now I want to stop being scared of it."
Giulia is a primary-school teacher in Bologna. She has a current account, a savings account and one bad memory of a bank policy she didn't understand. She has never invested. She uses the app on her phone in the evening, in 10–15 minute windows, and arrives from the newsletter without buying anything.
Goals: put her finances in order now; invest safely one day.
Behaviours: reads every option slowly, picks the safest answer, postpones commitments.
Motivations: financial security, not feeling ignorant, visible progress.
Questions she'll ask: Is there a wrong answer? Are these courses free? Where do I start?
Story of use: Giulia wants to see one clear first step after the wizard, so that she starts tonight instead of "tomorrow".
"I don't want to become a trader. I just want to stop feeling guilty every time I open my banking app."
Marco, 41: the buyer in a hurry
"I've already paid. Let me in."
Marco is a sales manager near Verona. He already invests a little through a trading app and learned mostly from YouTube. He clicked an ad, bought an ETF course plus a tax add-on, and opened the app minutes later, expecting the course to be there. What he found was a questionnaire.
Goals: start the course he paid for right away; build income that runs by itself.
Behaviours: clicks fast, picks the "closest" answer, ignores secondary content, studies on desktop and phone.
Motivations: not wasting money, efficiency, recognition.
Questions he'll ask: Why a questionnaire after I paid? Which option am I? Does this banner mean I wasted my money?
Story of use: Marco wants to see next steps for his real level without being judged, so that he trusts the app's suggestions.
"I've just paid for the course. Why do I have to answer a questionnaire before I can see it?"
Secondary user personas
Luca, Elena and Davide cover Beginner, Intermediate and Advanced.
Luca, 28: the beginner who wants the next step
"I've taken the first step. Now show me the second."
Luca is a junior software engineer in Milan. He bought the academy's book after a webinar, learned the basics by himself and opened a small monthly savings plan because of it. But he has never built a plan on his own. He studies on his MacBook during his commute, and may already be a customer meeting the new app for the first time.
Goals: find the right next course without repeating what he already knows; one day manage a simple portfolio on his own.
Behaviours: learns in short sessions, follows a guided path if it feels like progress, skips content he recognises.
Motivations: independence, momentum, small visible wins.
Questions he'll ask: Do I have to redo the basics? What comes after the course I finished? Why did I get this level?
Story of use: Luca wants to see that the app knows what he has already done, so that he doesn't waste time on the basics again.
"I've done the basics. Now I want to work out what to do with my money, step by step."
Elena, 46: the intermediate who wants to get it right
"I don't want to get rich fast. I want to get it right."
Elena is a pharmacist in Turin who co-owns her pharmacy. She holds a few funds and ETFs through her bank and reads the financial press, but she isn't sure her bank products are good value. She studies on her laptop at weekends, in longer sessions, and reads everything before deciding.
Goals: understand whether her current investments make sense; grow her capital with a diversified, medium-risk approach, for retirement and for her daughter.
Behaviours: compares before committing, takes notes, prefers proof over promises.
Motivations: control, competence, protecting what she has built.
Questions she'll ask: Is this better than what my bank gives me? What will I be able to do after this course? Why are you already showing me the Advanced level?
Story of use: Elena wants to see the step up to Advanced as an option, not a push, so that she moves on when she's ready.
"I don't need to become a trader. I need to know whether what I have at the bank makes sense." ◇
