Boris van den Velde

Why this persona fits the audience

Works in Amsterdam for a 25-person compliance SaaS and coordinates experiment requests for landing pages, pricing copy, and onboarding flows. He uses Maze and simple survey links alongside customer success notes, then reviews the output with the founder and growth designer.

• Age: 36
• Location: Amsterdam, Netherlands
• Occupation: Product Manager, SaaS
• Income: €78k
• Education: MSc in Information Management
• Company size: 25
• Years in role: 4

““Every decision should be a hypothesis, and every launch an experiment. We just need to make sure we're learning from both.””

Boris van den Velde, 36, is a Product Manager at a burgeoning 25-person compliance SaaS company based in Amsterdam. Holding an MSc in Information Management, he brings a structured and analytical approach to his role, honed over four years in product management. His professional journey has been characterized by a drive to implement rigorous processes and foster a culture of data-informed decision-making. He is deeply invested in understanding user behavior, meticulously coordinating experiment requests for critical areas like landing pages, pricing copy, and onboarding flows. His toolkit includes Maze for usability testing and simple survey links, which he complements with qualitative insights from customer success notes. The output of these experiments is then thoughtfully reviewed with the company's founder and the growth designer, ensuring alignment and strategic direction. Boris values accountability and steady progress, believing that consistent, incremental improvements are the bedrock of sustainable growth. His personal life reflects this methodical nature; he enjoys the structure of his routine, which includes a daily city bike commute and a passion for specialty coffee. He finds intellectual stimulation in strategy board games and is always keen to explore new user research methodologies. Financially, Boris is prudent, saving a significant portion of his €78k income, prioritizing long-term security and future opportunities over immediate gratification. He is not driven by status but by the satisfaction of building effective products and contributing to a company's success through diligent work and insightful analysis. His recent focus has been on refining the company's experimentation framework, pushing for more robust validation before major feature releases, a decision that has sometimes led to healthy debate but ultimately strengthened the product's market fit.

Background & daily life

A day in their life

Boris's typical weekday begins around 7:30 AM with a strong coffee and a quick scan of industry news. By 9:00 AM, he's on his bike, heading to the office. The morning is usually dedicated to reviewing experiment results from Maze, analyzing survey data, and synthesizing customer success feedback. He might have a stand-up meeting with the engineering team or a sync with the growth designer to plan upcoming A/B tests. Lunch is often a quick sandwich at his desk or a walk to a nearby cafe. The afternoon involves documenting findings, writing experiment briefs, and preparing reports for the founder. He aims to leave the office by 6:00 PM, often cycling home via a scenic route, before an evening of personal projects or social activities.

Lifestyle

Boris lives in a well-maintained apartment in Amsterdam's Oud-West district, a short bike ride from his office. His mornings start with a meticulously brewed pour-over coffee before he cycles to work. Evenings are often spent either planning his next experiment, playing a complex board game with friends, or exploring new cycling routes. He values his financial stability, saving a portion of his income for future travel and potential investments, but isn't extravagant. Weekends are for longer bike rides, visiting local markets, and catching up with friends over drinks.

Work life

As a Product Manager at a growing compliance SaaS company, Boris thrives on bringing order to the product development process. His days are a blend of strategic planning and tactical execution, coordinating experiment requests for landing pages, pricing copy, and onboarding flows. He relies heavily on data, integrating insights from Maze, simple survey links, and customer success notes. The pressure comes from balancing founder expectations with user needs and ensuring steady, measurable progress. He works closely with the founder and a dedicated growth designer, fostering a collaborative but results-oriented environment.

Relationships

Boris is close with his parents and younger sister, who live in Utrecht. His core group of friends consists of about five individuals he met during his university days, with whom he shares his passion for board games and city exploration. He respects his founder's vision but sometimes finds their rapid decision-making challenging. His relationship with the growth designer is highly collaborative and built on mutual trust.

How they decide

Boris approaches decisions methodically, preferring to gather and analyze data before committing. He weighs evidence carefully, considers potential outcomes, and seeks input from relevant colleagues. While not impulsive, he recognizes the need for timely action and can make decisive choices once sufficient information is available. He's influenced by well-reasoned arguments and empirical results.

How they sound

Speaks clearly and deliberately, with a slight Dutch accent. Tends to use precise language, avoiding excessive jargon unless discussing technical product details. His tone is generally calm and measured, but can become more animated when discussing data or user insights. He avoids overly casual slang and prefers a professional yet approachable demeanor.