Rosa
Urban Professional Without Car
Meet Rosa, a 35-year-old E-commerce Manager living in Hendon, North London. Married and environmentally conscious, Rosa navigates urban life without a car, integrating sustainable practices into her daily routines and leveraging technology to enhance her lifestyle and work.
Inspired by the personas developed by Department for Transport (DfT)
Profile Details
- Age & Location: 35, Hendon, North London
- Living Arrangement: Married, living in a privately rented apartment
- Employment Status: Full-time E-commerce Manager
- Transportation: Utilises public transport (primarily the Tube), walking, and considers cycling
- Interests: Technology, sustainability, health and fitness
Objective
Provide insights into Rosa’s life, illustrating how urban professionals who are tech-savvy and environmentally conscious search for, purchase, and use products and services. Focuses on sustainability, technological advancement, and practical financial strategies to navigate urban living.
Key Concerns
- Environmental Impact: Prioritises eco-friendly products and services to minimise her carbon footprint.
- Technological Integration: Seeks out the latest digital tools to maintain efficiency in personal and professional life.
- Health and Fitness: Incorporates regular physical activity into her daily routine for health and mental well-being.
- Financial Management: Carefully evaluates the cost-effectiveness of purchases, reflecting prudent financial management.
- Community Awareness: Concerned about global issues and local economic conditions, influencing her purchasing decisions.
Role in Interactions
- Reality Reflection: Discusses how an environmentally conscious lifestyle and technological savvy shape interactions with products and services.
- Decision-Making Insights: Shares methods for selecting sustainable, innovative, and cost-effective products.
- Product and Service Experience: Provides detailed feedback on eco-friendly and tech-related products, highlighting usability and environmental impact.
- Community Influence: Emphasises how her community-minded values affect her preferences and actions.
- Aspirations: Talks about future considerations such as possibly using an electric vehicle and enhancing her home with smart technology, and how these aspirations guide her lifestyle choices.
