PuzzleYYC v3 · personas (wireframe artifact) ← Back to wireframe
PuzzleYYC › Personas
wireframe artifact · IA rationale · synthetic personas

Who we built PuzzleYYC for.

Every section of this site is for someone. The four pillars of the program map to four core personas; a fifth (sponsors and civic partners) reads the site as a pitch deck. This page documents who they are, what they want, and which sections serve them — so copy writers, designers, and partners can stay aligned as the site evolves.

⚠ Synthetic personas. Names + photos are placeholders, not real people. Anchored on Calgary demographics + the client call notes (June, Margo, Rachel + Pheak).
1 · Recreationalcasual play, connection
2 · Competitivetraining, Nationals path
3 · Project-Based Learningbuilders, organizers
4 · Economic / Creative Impactlocal business, platform
[ portrait placeholder ]diverse all-ages Calgarian, see MZM-1132 visual brief
Pillar 1 · Recreational

Maya Hassan

34 · parent (kids 5 + 9) · healthcare admin · NW Calgary
"I just want a free Sunday afternoon thing my kids and I can show up to. No registration, no membership, no commitment."

What she's here for

A regular casual table. Drop-in events. Family Puzzle Day. The CPL swap weekend. Maybe a club at her quadrant library if it's not too organized.

What she doesn't want

Leaderboards. Sponsor decks. Jargon. Email gates. Anything that feels like "now register, now login, now subscribe."

Where she lives on the site

[ portrait placeholder ]Calgarian competitor; race-day energy
Pillar 2 · Competitive

Daniel Park

28 · software engineer · SE Calgary · Edge Case team captain
"When are heats? Where are standings? How do I qualify for the Canadian National?"

What he's here for

The competitive ladder. Heat schedule, leaderboard, how to enter, the Canadian National path. Day-1 finals at Central Library Jan 29 2027 is the destination.

What he doesn't want

Family-day content. Magazine reviews. Sponsor pitch decks. Anything that buries the competitive structure under softer programming.

Where he lives on the site

[ portrait placeholder ]school librarian / chapter organizer
Pillar 3 · Project-Based Learning

Sarah Brennan

41 · K-12 librarian · SW Calgary · running an after-school puzzle club
"I have 15 kids who'd love a chapter at our school. Send me the kit."

What she's here for

Chapter starter packs, classroom-ready PBL kits, the post-secondary chapter program. Wants the meta-skills curriculum (logistics, collaborative leadership) to wrap around real puzzle build projects.

What she doesn't want

Café partnership platform. Speed-puzzle leaderboards. Coffee Festival logistics. Sponsor tier grids.

Where she lives on the site

+ post-secondary variant — Jamal Idris (22, MRU student-life coordinator): same destination, different intake. Looks for campus chapter starter packs at Clubs § Post-Secondary chapters.
[ portrait placeholder ]Bridgeland café owner; espresso machine in frame
Pillar 4 · Economic / Creative Impact

Ben Tremblay

38 · café owner · Bridgeland · slow Tuesday + Wednesday nights
"My weeknights are dead. If you can put 8 people in my shop on a Tuesday with a kit on the table, I'm in."

What he's here for

The Coffee Pilot specifics. Kit logistics. What he supplies vs what's supplied for him. How participants find his café. Costs / risks / payback.

What he doesn't want

Speed-puzzling leaderboards. Family-day content. Sponsor partnership tier deck. Anything that doesn't translate to "more chairs full on a Tuesday."

Where he lives on the site

Section × Persona — diagnosis matrix

Which sections currently serve which personas well. Read down a column to audit a persona's path. Read across a row to see if a section is doing its job.

Section Maya
Recreational		 Daniel
Competitive		 Sarah
PBL		 Ben
Economic		 Priya
Sponsor
§01 Hero ✓ ✓ ✓ ✓ ✓
§02 Pillars ~ All 5 partial — pillars are NAMED but don't CLAIM their persona yet v3 upgrade in progress: each pill will declare "this is for [persona]" + entry-point link.
§03 Clubs & Community ✓find a club ~Edge Case here, but buried ✓start your own + post-sec ✕ ✕
§04 Roadmap ✓ ✓heat dates explicit ~Sept stop is theirs ~Oct–Dec is theirs ✓scale visualization
§05 Great Swap ✓v3 persona tile: drop & pick up ~Day-1 finals link to bet page ~volunteer tile ✕ ✓scale + Guinness tile
§05b Digital Passport ~stamp + discover ✕ ✕ ✓primary audience ~platform investment
§05c "I Matter" Build ✓universal community ~ ✓Collaborator framing ~ ~cultural anchor for IPM 2027
§06 Compete ✕ ✓primary home ✕ ✕ ~structure proof
§07 Neuroscience & Wellness ~ ✕ ~curriculum credibility ✕ ✓research credibility
§08 Resources & Puzzle Time ✓ ✓ ✓ ~Field reports ✕
§09 Partners & Join ✕ ✕ ✕ ✓host café slot ✓primary home
§11 Footer ✓ ✓ ✓ ✓ ✓
✓ primary fit ~ partial fit (improvement opportunity) ✕ not for this persona (correct)

Pillar × Persona — direct map

1 · Recreational

Casual puzzling for connection and analog fun.

→

Maya Hassan

34 · parent · NW Calgary · Sunday puzzler

2 · Competitive

Training for the Canadian National Competition.

→

Daniel Park

28 · SE · Edge Case team captain · ranked

3 · Project-Based Learning

Designing, community building, meta-skills.

→

Sarah Brennan (+ Jamal · post-sec variant)

41 · K-12 librarian · SW Calgary · chapter organizer

4 · Economic / Creative Impact

Local business + platform partnerships.

→

Ben Tremblay

38 · café owner · Bridgeland · slow weeknights

Off-pillar: Priya Singh (Tourism YYC partnerships) reads the whole site as a sponsor pitch deck. Sponsors don't fit a community pillar by definition — they evaluate scale + civic fit + open ask. The site's §05 Great Swap, §07 Wellness research, and §09 Partners are her primary content.

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