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2. Understanding - Empathy

Personas

James Walker, 35

James left his job to become a full-time stay-at-home parent while his partner
continues working. He loves being hands-on with his kids but feels isolated as most

activities for parents seem to cater to mums. He often finds himself as the only dad
at the groups and struggles to make genuine connections.

Challenges Goals & Needs

• Feels out of place in baby / • Hopes to meet other
toddler groups stay-at-home dads for
In relationship
• Struggles to find dad-friendly friendship and support

parenting groups • Wants relaxed, inclusive
Two children
• Lacks a support networks meetups

• Finds it frustrating that most • Needs practical ways to
City
activities assume mums are socialise his kids during the

the primary caregivers day
• Wants to share the highs and • Looking for affordable,
Stay at home parent lows of parenting with people accessible activities that fit

who understand into his family routine

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