UK transport user personas
A collection inspired by the user personas developed by Department for Transport (DfT) to reflect the diversity of transport users in the U.K. 12 personas representing 9 segments, developed from validated research (updated in 2022) to showcase individual traits.
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Betty
Less Mobile, Car Reliant
Meet Betty, a 71-year-old retiree from near Lowestoft, Suffolk. Living with arthritis and limited mobility, Betty’s experiences shed light on the daily realities and transportation challenges faced by elderly individuals with physical limitations.
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Zahir
Young, low income, without a car.
Meet Zahir, a 26-year-old living in Watford, Hertfordshire. Currently unemployed and navigating life with depression and anxiety, Zahir’s experiences offer invaluable insights into the lives of urban individuals facing financial constraints and mental health challenges.
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