diff --git a/Makefile b/Makefile
index bdadc1f0b..214ead036 100644
--- a/Makefile
+++ b/Makefile
@@ -1,8 +1,35 @@
 include scripts/shared.mk
 include scripts/terraform/terraform.mk
 
+.DEFAULT_GOAL := help
+
+.PHONY: _clean-docker _install-poetry assets build clean config db dependencies deploy \
+	diagrams githooks-config githooks-run help local migrate models personas rebuild-db run \
+	seed seed-demo-data shell test test-end-to-end test-integration test-lint \
+	test-lint-templates test-ui test-unit
+.SILENT: help run
+
+# ---------------------------------------------------------------------------
+# Help & Meta
+# ---------------------------------------------------------------------------
+help: # Print help @Others
+	printf "\nUsage: \033[3m\033[93m[arg1=val1] [arg2=val2] \033[0m\033[0m\033[32mmake\033[0m\033[34m <command>\033[0m\n\n"
+	perl -e '$(HELP_SCRIPT)' $(MAKEFILE_LIST)
+
+# ---------------------------------------------------------------------------
+# Cleaning & Utility
+# ---------------------------------------------------------------------------
 clean:: _clean-docker  # Clean-up project resources (main) @Operations
 
+_clean-docker:
+	docker compose --env-file manage_breast_screening/config/.env down -v # remove the volume if it exists
+
+diagrams:
+	docker run -it --rm -p 8080:8080 -v ${PWD}/docs/diagrams:/usr/local/structurizr structurizr/lite
+
+# ---------------------------------------------------------------------------
+# Bootstrap & Environment
+# ---------------------------------------------------------------------------
 # Configure development environment (main) @Configuration
 config: manage_breast_screening/config/.env \
 	_install-tools \
@@ -20,12 +47,6 @@ assets: # Compile assets @Pipeline
 	npm run compile
 	poetry run playwright install
 
-build: # Build the project artefact @Pipeline
-	docker build -t "app:$$(git rev-parse HEAD)" .
-
-deploy: # Deploy the project artefact to the target environment @Pipeline
-	# TODO: Implement the artefact deployment step
-
 githooks-config:
 	if ! command -v pre-commit >/dev/null 2>&1; then \
 		pip install pre-commit; \
@@ -37,50 +58,35 @@ githooks-run: # Run git hooks configured in this repository @Operations
 		--config scripts/config/pre-commit.yaml \
 		--all-files
 
-help: # Print help @Others
-	printf "\nUsage: \033[3m\033[93m[arg1=val1] [arg2=val2] \033[0m\033[0m\033[32mmake\033[0m\033[34m <command>\033[0m\n\n"
-	perl -e '$(HELP_SCRIPT)' $(MAKEFILE_LIST)
-
-test: test-unit test-ui test-lint # Run all tests @Testing
-
-test-unit: # Run unit tests @Testing
-	poetry run pytest -m 'not system' --ignore manage_breast_screening/notifications/tests/dependencies --ignore manage_breast_screening/notifications/tests/integration --ignore manage_breast_screening/notifications/tests/end_to_end --cov --cov-report term-missing:skip-covered
-	npm test -- --coverage
-
-test-lint: # Lint files @Testing
-	npm run lint
-	poetry run ruff check manage_breast_screening
-
-	# Enable this once we have fixed all the issues
-	# make test-lint-templates
-
-test-lint-templates: # Lint just the templates @Testing
-	poetry run djlint -e jinja --lint --profile jinja manage_breast_screening
-
-test-ui: # Run UI tests @Testing
-	poetry run pytest -m system --ignore manage_breast_screening/notifications
-
-test-integration:
-	cd manage_breast_screening/notifications && ./tests/integration/run.sh
+_install-poetry:
+	@if ! poetry --version >/dev/null 2>&1; then \
+		echo "Installing poetry..."; \
+		pip install poetry; \
+	else \
+		echo "poetry already installed"; \
+	fi
 
-test-end-to-end:
-	cd manage_breast_screening/notifications && ./tests/end_to_end/run.sh
+manage_breast_screening/config/.env:
+	cp manage_breast_screening/config/.env.tpl manage_breast_screening/config/.env
 
+# ---------------------------------------------------------------------------
+# Development Workflow
+# ---------------------------------------------------------------------------
 run: manage_breast_screening/config/.env # Start the development server @Development
 	poetry run ./manage.py runserver
 
 db: manage_breast_screening/config/.env # Start the development database @Development
 	docker compose --env-file manage_breast_screening/config/.env up -d --wait
 
-local: db run
+local: config seed-demo-data personas run
 
-rebuild-db: _clean-docker db migrate seed  # Create a fresh development database @Development
+rebuild-db: _clean-docker db migrate seed-demo-data personas  # Create a fresh development database @Development
 
 migrate:  # Run migrations
 	poetry run ./manage.py migrate
 
-seed:  # Load seed data
-	#noop for now we'll use this to load lookup tables etc rather than test data
+personas: # Add personas to the database @Development
+	poetry run ./manage.py create_personas
 
 # run with ARGS="--noinput" to bypass confirmation prompt in CI etc
 seed-demo-data:
@@ -92,23 +98,39 @@ models:
 shell:
 	poetry run ./manage.py shell
 
-_install-poetry:
-	@if ! poetry --version >/dev/null 2>&1; then \
-		echo "Installing poetry..."; \
-		pip install poetry; \
-	else \
-		echo "poetry already installed"; \
-	fi
+# ---------------------------------------------------------------------------
+# Testing
+# ---------------------------------------------------------------------------
+test: test-unit test-ui test-lint # Run all tests @Testing
 
-_clean-docker:
-	docker compose --env-file manage_breast_screening/config/.env down -v # remove the volume if it exists
+test-unit: # Run unit tests @Testing
+	poetry run pytest -m 'not system' --ignore manage_breast_screening/notifications/tests/dependencies --ignore manage_breast_screening/notifications/tests/integration --ignore manage_breast_screening/notifications/tests/end_to_end --cov --cov-report term-missing:skip-covered
+	npm test -- --coverage
 
-manage_breast_screening/config/.env:
-	cp manage_breast_screening/config/.env.tpl manage_breast_screening/config/.env
+test-lint: # Lint files @Testing
+	npm run lint
+	poetry run ruff check manage_breast_screening
 
-diagrams:
-	docker run -it --rm -p 8080:8080 -v ${PWD}/docs/diagrams:/usr/local/structurizr structurizr/lite
+	# Enable this once we have fixed all the issues
+	# make test-lint-templates
 
-.DEFAULT_GOAL := help
-.PHONY: clean config dependencies build deploy githooks-config githooks-run help test test-unit test-lint test-ui run _install-poetry _clean-docker rebuild-db db migrate seed shell
-.SILENT: help run
+test-lint-templates: # Lint just the templates @Testing
+	poetry run djlint -e jinja --lint --profile jinja manage_breast_screening
+
+test-ui: # Run UI tests @Testing
+	poetry run pytest -m system --ignore manage_breast_screening/notifications
+
+test-integration:
+	cd manage_breast_screening/notifications && ./tests/integration/run.sh
+
+test-end-to-end:
+	cd manage_breast_screening/notifications && ./tests/end_to_end/run.sh
+
+# ---------------------------------------------------------------------------
+# Build & Deploy
+# ---------------------------------------------------------------------------
+build: # Build the project artefact @Pipeline
+	docker build -t "app:$$(git rev-parse HEAD)" .
+
+deploy: # Deploy the project artefact to the target environment @Pipeline
+	# TODO: Implement the artefact deployment step