I’m a member of the Axolotl team. We are researching online shopping habits, in search of solutions that may improve people’s ability to manage personal overconsumption. I created a proto-persona largely modeled after a certain interviewee (first intial L). Their archetype is dubbed as the “Distracted Rationalizer” which describes someone who browses or shops online as a result of being distracted and tries to justify their behavior to themselves. The proto-persona and journey map is shown below.
