Persona (Young adults)

Charismatic

Energetic

Fun loving

Healthy

Lee is a Portuguese girl whose parents are Chinese. After finishing her school she applied for the Journalism University in Lisbon.

She is right now on her first year and is a little overwhelmed with all the new people and social environment she has to deal with. She likes to stay in contact with her friends but also to meet new people at parties and discover new places to go out.

Her parents are very strict and she feels a lot of pressure to be successful on her studies. She would like to manage her time better, balancing her social life with university requirements. She loves to go shopping with her friends and find new trends searching inspiration on different blogs. She uses a lot of facebook, twitter and instagram.

Name: Lee MinAge: 18Profession: First year at UniversityRelationship Status: SingleHousing: Lives with her parents

Characteristics:

Persona (Business Women)

Joana is a very busy woman working at Deloitte, where the work environment is quite exhausting. Joana is married for ten years and has two children, one boy with 5 and one girl With 3.

She would like to spend more time with her family, mainly with her children but since her work is very demanding, she had to hire a nanny. She is always in rush between company’s conferences, cocktails, picking up children and parental meetings.

Although she worries about her image. She likes to wear casual during her free time but since she is meeting a lot of clients and has several conferences and meetings she has to obey the business look. She practices yoga during her narrow free time.

Name: JoanaAge: 35Profession: Working at Deloitte Relationship Status: married (2 Children)Housing: Lives with her family in the city center

Characteristics:

Dedicated

Independent

Self esteem

Loyal

Organized

Empathy Map (Business Woman)I would like to spend more time with family

“I have to do so much stuff – anxious / stress”

“Oh no, I hate thisbusiness outfit” Worry

about her image

“Stay focused”

“Be resilient”

NewsInternetMoviesTV Series

Read fashion magazinesVOGUE

Ambitious people;People in hurry;Pressure work environmentFriends and

Business peopleWorking at Deloitte

“My feet hurts” – always rushWould like to

spend more time with family

Give a good impression

Tries to be competent at work

Multiple lives - multitasking

Work pressure“Not enough time For family”

Time management

Stay in contact with friends

“I want to be Well succeeded and spend more time w family as well”

Enjoy free time activities

Empathy Map (Young adult)Insecurity – “How should I behave?”

“I have so much different stuff to do”

I want a good reputation and people to like me

“I’m not understanding my statistic classes”

“You have toStudy hard”

“Come join us for a drinkVS“Study”

“This is theMost important time ofYour life” Reads fashion

magazinesblogs

Friends, parentsNew people From university

Role models – TV, blogs

I am always searching for new trends“I really

enjoy shopping”

“I should start using high heels”

After a long night at the club: “My feet hurt so much”

Worried about futureCareer and social life

Pressure from parents

Time management – friends / university

Social life – make new friends andnew contacts

Enjoys going out with friends Enjoys healthy

lifestyle

Stylish people at university And parties/clubs

“I have to study but I want to go to the party”

InternetMoviesTV SeriesBlogs