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👥 User Personas & Jobs-to-Be-Done (JTBD)

BayanCore is designed around four primary user personas in Saudi SMEs (10-100 employees). Our core design target is Ahmed (the Business Owner) — if a workflow works for Ahmed on his phone, it works for the entire company.

1. User Personas​

Ahmed Al-Qahtani — Owner & Managing Director​

  • Role: Owner / final approver of all expenses/POs > SAR 5,000.
  • Location: Riyadh (Al-Qahtani Trading Est., 18 employees).
  • Tech Behavior: Mobile-first (70% of work on phone). Expects consumer-grade speed (Careem/HungerStation).
  • Primary Goals: Avoid ZATCA non-compliance fines, get paid faster, monitor real-time cash runway, scale operations.
  • Frustrations: Disconnected Excel sheets, losing approval threads on WhatsApp, QuickBooks not supporting local RTL Arabic properly.

Sara Al-Harbi — Accountant & Finance Manager​

  • Role: SOCPA-certified accountant managing day-to-day books, VAT, and ZATCA compliance.
  • Tech Behavior: Desktop-first, advanced Excel user, values keyboard shortcuts and audit trails.
  • Primary Goals: Zero ZATCA XML clearances failing, closing month-end in 1 day (instead of 5), automated bank reconciliation.
  • Frustrations: Copying data three times across bank statements, QuickBooks, and ZATCA portals.

Khalid Al-Otaibi — Operations & Procurement Manager​

  • Role: Manages warehouse, inventory, and supplier purchasing.
  • Tech Behavior: Mobile-only, low tech tolerance, warehouse conditions with poor connectivity.
  • Primary Goals: Avoid inventory stockouts of fast-moving items, get PO approvals within hours, auto-match deliveries to POs.
  • Frustrations: Chasing approvals via WhatsApp, inventory values in Excel being wrong, paper goods receipts (GRNs) getting lost.

Fatima Al-Dosari — HR & Admin Manager​

  • Role: Manages onboarding, contracts (Qiwa), leaves, GOSI contributions, and payroll (WPS).
  • Tech Behavior: Uses both desktop and mobile.
  • Primary Goals: 100% accurate GOSI calculation, processing monthly payroll and bank WPS file (.SIF) in under 4 hours.
  • Frustrations: End-of-Service benefit calculations, tracking leave requests on paper, manually transferring employee data across portals.

2. Core Job-to-Be-Done (JTBD)​

"When I am running a Saudi SME, I want to operate my entire business without fear of ZATCA fines, Excel manual data entry errors, or WhatsApp approval chaos, so I can focus on growth instead of administration."

Specific Jobs & Outcomes​

1. Issue ZATCA-Compliant Invoices (Invoice-to-Cash)​

  • Situation: I have closed a sale and need to issue a cleared B2B invoice immediately to secure payment, avoiding the SAR 5,000–50,000 penalty for non-compliance.
  • Desired Outcome: Create a bilingual invoice in <2 minutes on mobile, pre-validate rules, and see a ZATCA clearance green check instantly.

2. Get Expenses Approved Without WhatsApp Chasing (Expense-to-Pay)​

  • Situation: I spent cash on field supplies and need reimbursement. Currently, sending photos on WhatsApp leads to lost receipts and un-claimable VAT input.
  • Desired Outcome: Snap a photo, auto-extract receipt details via Arabic OCR, and route approval instantly with a single tap.

3. Reconcile Bank Statements Without Ticking (Bank Reconciliation)​

  • Situation: At month-end, matching hundreds of bank rows to invoices manually in Excel takes 6+ hours of copying.
  • Desired Outcome: Auto-import local bank feeds and achieve an 80% AI match rate, reviewing only edge exceptions.

4. Control Spending with PO Approvals (PO-to-Payment)​

  • Situation: A purchase needs to be made, but we need to verify budget availability and obtain manager approval before committing.
  • Desired Outcome: Create a PO, execute a real-time budget check, trigger a mobile notification to the owner, and approve in <30 seconds.

5. Pay Employees and File GOSI Compliantly (Payroll-to-GOSI)​

  • Situation: Month-end payroll requires GOSI calculations, checking Saudization ratios, and compiling a Wage Protection System (.SIF) bank file.
  • Desired Outcome: Generate payroll, compute GOSI, verify Saudi Labor Law compliance, and output a valid SIF in under 4 hours.

3. Persona Prioritization Matrix​

Our design principles dictate that we Design for Ahmed, Enable Sara, Support Khalid, and Automate for Fatima: