Overview
High IQ serves diverse cannabis consumers with different motivations, data comfort levels, and engagement patterns. Understanding these personas helps design features and flows that resonate with each segment. Every persona follows the same lifecycle but takes different paths and prioritizes different features.Persona Overview
Persona 1: The Casual Consumer
Profile: Uses cannabis recreationally 1-3 times per week. Wants to remember what they liked without too much effort. Key characteristics:| Attribute | Value |
|---|---|
| Data entry tolerance | Low — prefers photo upload over manual |
| Feature depth | Shallow — uses 2-3 features regularly |
| Primary features | Stash, Favorites, Strain Browse |
| Conversion driver | ”Remember what I liked” value prop |
| Churn risk trigger | Too many steps required for basic tasks |
| Re-engagement hook | ”You haven’t tracked your latest purchase” |
- Add 2-3 strains manually after a dispensary visit
- Favorite the ones they enjoyed
- Check favorites before next visit
- Occasionally upload a receipt
- Browse trending strains for new ideas
- May not grant Gmail permissions (privacy concern)
- May forget to log consumption (low engagement)
- May use the app in bursts around dispensary visits
Persona 2: The Connoisseur
Profile: Passionate about cannabis strains, terpene profiles, and genetics. Wants deep knowledge about everything they consume. Key characteristics:| Attribute | Value |
|---|---|
| Data entry tolerance | High — enjoys detailed tracking |
| Feature depth | Deep — explores every feature |
| Primary features | Collection, Rankings, Label Scanner, Notebooks, Ask AI |
| Conversion driver | Terpene data depth, strain profiles, AI analysis |
| Churn risk trigger | Database missing their favorite strains |
| Re-engagement hook | New strain research completed, ranking updates |
- Import full purchase history via Gmail
- Scan every label for terpene data
- Build comprehensive collection with owned/tasted/wanted
- Rank strains obsessively via ELO comparisons
- Generate notebooks for every purchase
- Ask AI about terpene interactions and strain comparisons
- Submit undiscovered strains to research pipeline
Persona 3: The Health-Conscious
Profile: Uses cannabis for wellness — sleep, anxiety, pain relief, recovery. Wants to understand how different strains affect their body. Key characteristics:| Attribute | Value |
|---|---|
| Data entry tolerance | Medium — tracks what matters for health |
| Feature depth | Moderate — focused on analytics and effects |
| Primary features | Stats, Notebooks, Ask AI, High Families |
| Conversion driver | Pattern discovery (“indicas affect my sleep”) |
| Churn risk trigger | Lack of effect/health correlation features |
| Re-engagement hook | Consumption pattern insights, restock predictions |
Persona 4: The Budget Optimizer
Profile: Tracks spending closely, looks for deals, compares dispensary prices. Wants to optimize their cannabis budget. Key characteristics:| Attribute | Value |
|---|---|
| Data entry tolerance | High — logs every purchase with price |
| Feature depth | Moderate — focused on financial features |
| Primary features | Stats (Spending), Dispensaries, Shopping Agent, Gmail Sync |
| Conversion driver | ”See exactly where your money goes” |
| Churn risk trigger | Spending data inaccurate or incomplete |
| Re-engagement hook | Monthly spending report, deal alerts |
Persona 5: The Data Nerd
Profile: Loves data, analytics, achievements, and gamification. Wants to unlock everything and understand every pattern. Key characteristics:| Attribute | Value |
|---|---|
| Data entry tolerance | Very high — enjoys the process |
| Feature depth | Maximum — uses every feature extensively |
| Primary features | Achievements, Stats, Rankings, Daily Stories, Notebooks |
| Conversion driver | Achievement system, level progression, identity titles |
| Churn risk trigger | Running out of achievements to earn |
| Re-engagement hook | New achievement tracks, seasonal challenges |
Persona Comparison Matrix
| Dimension | Casual | Connoisseur | Health | Budget | Data Nerd |
|---|---|---|---|---|---|
| Engagement frequency | Weekly | Daily | 3-4x/week | Weekly | Daily |
| Data entry effort | Low | High | Medium | High | Very High |
| Pro conversion likelihood | Low | Very High | High | High | Very High |
| Feature breadth | Narrow | Wide | Moderate | Moderate | Maximum |
| Retention risk | High | Low | Medium | Medium | Low |
| Primary value | Remember | Understand | Optimize health | Save money | Achieve everything |
| First action | Manual add | Label scan | Manual add | Gmail import | Gmail import |
Persona Flow Through Features
Related Flows
Master Journey
How all personas progress through the master journey.
Feature Adoption
Feature discovery and adoption patterns by persona.
Onboarding
How each persona experiences onboarding differently.
Re-engagement
Re-engagement strategies tailored to each persona.