# USER_PERSONAS.md
Four personas drive every layout and content decision. Each has a *time budget*, a *question they must answer*, and a *conversion action*.

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## P1 — "Silje", Tech Recruiter (agency or in-house), Oslo/Vestfold
- **Context:** Screening 40+ profiles today. Found the site via LinkedIn or an application link. Likely on desktop, possibly mobile between meetings. Norwegian native; reads English fine but a Norwegian option signals local commitment.
- **Time budget:** 20–45 seconds.
- **Technical depth:** Low. Matches keywords to a job spec.
- **Must answer:** Right title? Right stack keywords (C#, .NET, React, Docker)? Located where? Work permit? Available? Language level? CV downloadable?
- **Conversion action:** Download CV (correct language) or copy e-mail/LinkedIn into ATS.
- **Design implications:** Hero states role, stack, location, permit and availability *in text* (not images). CV buttons persistent (hero + sticky nav + footer). Norwegian toggle prominent. Phone-friendly one-thumb layout.
- **Failure mode:** Any ambiguity about location/permit → skip candidate.

## P2 — "Martin", Engineering Manager, product company (Oslo/remote-EU)
- **Context:** Recruiter shortlisted Connor; Martin has 5 minutes between meetings to decide interview/no-interview. Desktop, probably dark-mode IDE person.
- **Time budget:** 3–7 minutes.
- **Technical depth:** High. Reads architecture, judges trade-offs, opens dev tools out of habit.
- **Must answer:** Can he build and *operate* real systems? Does he test? Does he think about security and maintenance? Will he communicate well with stakeholders?
- **Conversion action:** Skim one case study end-to-end → recommend interview; possibly click through to code.
- **Design implications:** Case studies with architecture diagrams, decision/trade-off sections, testing & security notes, honest "known limitations". Site performance and a11y are silent evidence. Metadata in monospace, correct semantics — he *will* view source.
- **Failure mode:** Claims without proof; a slow template site ("if the portfolio is Avada, what will the codebase be?").

## P3 — "Anne", CTO / Head of IT at a Norwegian SME or kommune-adjacent supplier
- **Context:** Small team, hires rarely, values dependability over rockstar energy. Found via application. Reads Bokmål by preference.
- **Time budget:** 2–5 minutes, often on the Norwegian version.
- **Technical depth:** Medium-high, but evaluates *risk*: will this person maintain legacy systems, talk to users, stay?
- **Must answer:** Public-sector experience? Boring-technology competence (SQL, .NET, servers)? Stability and communication? Settled in Norway?
- **Conversion action:** Read About + Experience → forward to colleague → invite to interview.
- **Design implications:** Warwickshire County Council experience framed as *public-sector systems work* (highly relevant in NO). Understated tone (janteloven-compatible). Norwegian copy natively written, not translated-sounding. "Bosatt i Tønsberg, gyldig oppholdstillatelse" visible.
- **Failure mode:** Grandiose self-labels, hype language, English-only.

## P4 — "Priya", Senior Engineer doing interview-loop prep (secondary persona)
- **Context:** Interview is booked; she's preparing questions from his projects. Deep-reads one case study.
- **Time budget:** 10+ minutes.
- **Must answer:** What exactly did he build? Where are the interesting decisions to probe?
- **Conversion action:** Arrives at interview with informed, favourable questions.
- **Design implications:** Case studies must be accurate and honest — everything on the page is fair game in an interview. "What I'd do differently" sections turn probing questions into prepared wins.

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## Persona → priority matrix

| Section | P1 Recruiter | P2 Eng Manager | P3 CTO (NO) | P4 Engineer |
|---|---|---|---|---|
| Hero (role/stack/location/permit) | ●●● | ●● | ●●● | ● |
| Skills matrix | ●●● | ●● | ●● | ● |
| CV download | ●●● | ● | ●● | ● |
| Case studies | ● | ●●● | ●● | ●●● |
| Experience timeline | ●● | ●● | ●●● | ● |
| About (human) | ● | ● | ●●● | ● |
| Contact | ●●● | ●● | ●●● | ● |
| Norwegian locale | ●● | ○ | ●●● | ○ |

**Reading:** The homepage top half serves P1/P3; the middle and project pages serve P2/P4. Nothing P2 needs may push P1's answers below the fold.