Zoe
Young, low income, without a car.
Meet Zoe, a 21-year-old living in Gosforth, Newcastle. Balancing her duties as a mother and a student training to become a Teaching Assistant, Zoe’s profile offers a detailed view into the life of a young, low-income single mother in an urban setting, managing education and childcare.
Inspired by the personas developed by Department for Transport (DfT)
Profile Details
- Age & Location: 21, Gosforth, Newcastle
- Living Arrangement: Lives with her one-year-old daughter and mother in a rented flat
- Employment Status: Student, training to be a Teaching Assistant
- Transportation: Primarily uses public transport (Metro and bus) and walking
- Interests: Knitting, reading, child development, and teaching
Objective
Provide a comprehensive overview of Zoe’s life, illustrating how young urban mothers manage education, childcare, and personal interests. Focuses on practical decision-making, environmental considerations, and community engagement to navigate her daily challenges.
Key Concerns
- Financial Management: Focuses on cost-effective living due to tight budget constraints.
- Childcare Responsibilities: Balances education with the demands of raising a young child.
- Environmental Awareness: Seeks sustainable options within financial limits.
- Educational Commitment: Dedicated to her studies with aspirations of enhancing her career potential.
- Community and Global Issues: Engaged in concerns about climate change, poverty, and global peace.
Role in Interactions
- Reality Reflection: Provides insights into the life of a student mother, highlighting the intersection of childcare, education, and budget management.
- Decision-Making Insights: Shares her approach to prioritising expenses and resources, especially in childcare and education.
- Product and Service Experience: Offers feedback on products that cater to young mothers, students, and environmentally conscious individuals.
- Community Influence: Discusses how her local community and global issues influence her choices and behaviours.
- Aspirations: Talks about her future goals such as gaining a driving license, securing a job, and moving into her own home, which guide her current educational and financial planning.
