“What was the moment this product clicked?” —
An individual contributor or people manager at a remote-first company who uses Loom as their primary format for communicating complex information asynchronously. They record walkthroughs, give feedback, share context, and replace 80% of the meetings they used to have. They are comfortable on camera — not because they love being on camera, but because they've made peace with the fact that async video is the clearest way to communicate nuance without a meeting. They have a good mic. They have a ring light. They did not buy these for fun.
What are they trying to do? —
What do they produce? —
They've just reviewed a designer's work and have 12 separate pieces of feedback. Writing them all as comments would take 25 minutes and would lose the "and here's why" context. A Slack voice note is too short. A meeting is overkill and the designer is 9 time zones away. They're opening Loom to do a 6-minute screen walkthrough. They will say "um" four times. They will decide not to re-record. They will be right.
Records 5–15 Looms per week. Uses Loom for feedback, demos, project walkthroughs, and team updates. Works at a company with team members across multiple time zones. Shares Loom links in Slack and Notion — rarely via email. Has a Loom library they've never organized. Has watched back their own Looms approximately three times — always regrets it. Uses the comments feature occasionally. Uses the emoji reactions feature never. Has a corporate Loom account; would pay personally if they had to.
Pairs with `zoom-primary-user` for teams managing the sync/async meeting balance. Contrast with `meeting-maximizer` archetype to surface the cultural change required for async-first adoption. Use with `figma-primary-user` for the design feedback use case that Loom was built for.