Myrtle Bosco

Why this persona fits the audience

Senior UX Designer in London operating as a sole proprietor, currently managing client pipelines and rate negotiations using a combination of Notion templates and manual spreadsheet tracking. Has the budget for tools but spends significant time on administrative overhead rather than strategic career growth.

• Age: 34
• Location: London, UK
• Occupation: Freelance UX/UI Designer
• Income: $85,000 - $110,000
• Education: Bachelor's Degree
• Company size: 1 (Sole Proprietor)
• Years in role: 10

““My time is finite, and I'm increasingly unwilling to spend it on things that can be systematized, rather than on the craft itself.””

Myrtle Bosco, 34, is a seasoned freelance UX/UI Designer based in London, having transitioned into self-employment over a decade ago after completing her Bachelor's degree. Her career trajectory has been marked by a strong commitment to her craft and a desire for autonomy, leading her to establish herself as a sole proprietor. She specialises in creating user-centred digital experiences, with a growing interest in large-scale design systems and accessibility. Myrtle operates from her one-bedroom flat in Hackney, a space she meticulously curates to foster both focus and relaxation, complete with an impressive collection of indoor plants. Her income fluctuates but generally falls within the $85,000-$110,000 range, reflecting her senior-level expertise and the competitive London market. Financially, she maintains a disciplined approach, prioritizing savings and reinvesting in her business, but finds herself increasingly frustrated by the administrative burden that accompanies her independence. She actively manages her client pipeline and project finances using a mix of Notion templates and manual spreadsheets, a system that has become cumbersome as her client base has grown. Recently, she’s been researching ways to streamline these back-office tasks, feeling that too much of her valuable time is being consumed by operational overhead rather than strategic growth initiatives or deepening her design expertise. This has led her to consider adopting new tools, provided they offer a clear return on investment in terms of time saved and improved efficiency.

Background & daily life

A day in their life

Myrtle's weekday typically begins around 7:30 AM with a strong coffee and a quick scan of industry news or a brief meditation before diving into her inbox. Mornings are usually reserved for focused client work – wireframing, prototyping, or design reviews. Lunch is a quick affair, often eaten at her desk while catching up on LinkedIn messages or planning her afternoon. Afternoons often involve client calls, administrative tasks like updating project spreadsheets, invoicing, or researching potential new leads. She aims to log off by 6:30 PM, sometimes later if a deadline looms, before preparing a simple dinner and dedicating the evening to either personal projects, a yoga session, or catching up with friends via video call.

Lifestyle

Myrtle lives a structured yet flexible life in a vibrant part of East London. Her flat, though compact, is meticulously organised and filled with plants, reflecting her passion for gardening. She prioritises her evenings and weekends for personal pursuits, often catching up with a close-knit group of friends, exploring new independent cinemas, or tending to her small balcony garden. Financially, she's disciplined, saving a portion of her income and carefully budgeting for living expenses and professional development, but doesn't shy away from investing in quality tools or experiences that improve her efficiency or well-being.

Work life

As a sole proprietor, Myrtle shoulders all responsibilities, from client acquisition to project delivery and invoicing. Her days are a blend of deep work on design projects and the necessary, albeit time-consuming, administrative tasks. She's currently juggling three client projects, each with distinct demands, which necessitates constant context-switching. The pressure to maintain a steady pipeline and ensure client satisfaction is ever-present. While she appreciates the autonomy, the administrative overhead, particularly managing contracts and chasing payments via spreadsheets and Notion, eats into time she'd rather spend refining her skills or exploring new design methodologies.

Relationships

Myrtle maintains a small but loyal circle of friends, many of whom she met during university or through early career networking. Her parents, retired in the Cotswolds, are supportive but don't fully grasp the nuances of freelance tech work. Professionally, she relies on a few trusted former colleagues for informal advice and occasional project referrals, but her primary professional network is online.

How they decide

Myrtle is a researcher and a pragmatist. She thoroughly investigates options, comparing features and reading reviews, but ultimately makes decisions based on demonstrable value and efficiency gains. She's not easily swayed by hype and prefers tools that integrate well into her existing workflow and offer tangible improvements to her productivity or the quality of her output.

How they sound

Speaks with a clear, articulate RP-influenced accent, common in London. Her tone is generally measured and thoughtful, avoiding overly casual slang or excessive jargon unless discussing technical specifics. She tends to pause to consider her words carefully, especially when discussing complex topics or expressing opinions. She’s direct but polite, and doesn’t waste time on unnecessary pleasantries in professional contexts.