User Persona for Substack

Upon exploring Substack, an online platform for publishing newsletters, I discovered several challenges faced by many writers worldwide.

As a researcher, I observed how writers interact with the platform. These observations are based on real interactions through one-on-one conversations and studying the platform.​

Gathering Insights

I found two individuals to understand these challenges better. The first is a seasoned professional who has managed a successful newsletter for a long time. She focuses on providing practical tips to her readers, reflecting her commitment to their needs. Despite the potential benefits of moving to Substack, she hesitates because her current platform, though expensive, is well-established.​

The second individual is a curious young man with diverse interests, including photography, mathematics, science, programming, and design. He documents his explorations and wishes to share them with a broader audience. However, he feels unnoticed, as existing algorithms do not favor his varied content.​

Developing User Personas

Based on these conversations, I created user personas to inform Substack's research and development.

The first represents established professionals seeking cost-effective platforms that maintain their existing audience relationships. The second represents creators with diverse content who struggle to gain visibility in algorithm-driven environments.​

By addressing these specific needs, Substack can improve its platform to better serve a wider range of writers.