Ritesh FirodiyaWork / Plan-Kid / Wiki / Entities
persona-trying-couple
Entitycanonicalverified 2026-07-27
PERSONA.TRYING-COUPLEPersona — Trying couple
Summary
A couple actively trying to conceive. In stage-trying. Some fraction are in fertility treatment.
Canonical values
| Key | Value | Last changed |
|---|---|---|
| PERSONA.ID | trying-couple | 2026-07-27 |
| AGES | 27–38 | 2026-07-27 |
| STAGE | stage-trying | 2026-07-27 |
| SUB-SEGMENT | natural conception (majority) OR IVF/IUI (~15%) | 2026-07-27 |
| PAIN.PRIMARY | "Every month feels like a test; the emotional load is uneven between us" | 2026-07-27 |
| PAIN.SECONDARY | Extended family asking; friends' pregnancy announcements; medical uncertainty | 2026-07-27 |
| JOB-TO-BE-DONE | Coordinate our cycle + moods + intimacy; make the male partner an active participant, not a bystander; find real support that isn't a comments section | 2026-07-27 |
| CURRENTLY-USING | Flo (cycle) + doctor + private-chat | 2026-07-27 |
| WOULD-PAY | Yes — especially the IVF sub-segment (already spending ₹1–3L on treatment) | 2026-07-27 |
| ANTI-PATTERN | Comparisons to other couples; anything that reads as blame | 2026-07-27 |
Related
- stage-trying
- surface-mobile-tracking-cycle
- couples-first
- gtm-india — IVF clinic channel
Sources
- Design persona
Every project of mine is written down like this.
Read the résumé