From these 3 personas, I specifically focused on the novice persona, who I named Layla, given that her needs and motivations were most representative of new users and those who have limited knowledge of birth control and obtaining health care. NURX can take on the opportunity of appealing to young women like Layla as they are incoming users, who have the highest potential to build a long-lasting relationship with the platform through familiarity and usage. Additionally, the confusion, lack of transparency, and fear in obtaining birth control that Layla has also touched on some of the key pain points of the other personas.