CA Technology wants to design the right software products well. Their user interaction designers recently began interviewing end users in their workplace and developing archetypal descriptions of typical users called personas. The good thing about personas is that they encourage designers to take a people-first perspective, which is great most of the time. But, sometimes when the software being designed is for complex IT environments personas are not enough. This is often the case for CAs business software. This research will expand on the popular persona approach.