Olivia Kub

Why this persona fits the audience

Runs her freelance calendar on iPhone, Apple Calendar, Reminders, and Notes while juggling two retainer clients and occasional workshops. She checks deadlines each morning and keeps personal errands alongside work items; she has never paid for a dedicated planner app.

• Age: 31
• Location: Brooklyn, New York, US
• Occupation: Freelance product designer
• Income: US$128k
• Education: BFA in Graphic Design
• Company size: Sole proprietor
• Years in role: 8

“I've learned that the best systems are the ones that disappear into the background, letting the actual work shine.”

Olivia Kub has carved out a successful niche as a freelance product designer since graduating with a BFA in Graphic Design eight years ago. Initially, she worked at a small agency in Manhattan but found the rigid structure stifling. The allure of independence and the opportunity to work on diverse projects led her to freelance, a path she has since solidified from her Brooklyn apartment. Her income, currently around $128,000 annually, reflects her growing reputation and ability to secure retainer clients. She prides herself on her meticulous approach to UI/UX, particularly for mobile applications, and actively seeks out projects that align with her values of craft and positive impact. Her current client roster includes a seed-stage startup developing an educational app and a well-established e-commerce platform looking to streamline its user journey. She recently completed a demanding project for the startup, which involved a complete redesign of their onboarding flow, and is now negotiating a new scope of work. Olivia's decision to stick with free, integrated tools like Apple Calendar and Reminders stems from a core belief in efficiency and avoiding unnecessary complexity; she finds they provide sufficient clarity for her dynamic schedule. She sees paying for a dedicated planner app as an added layer of overhead she doesn't need, preferring to invest her discretionary income in experiences like travel or high-quality tools for her craft. Her pursuit of work-life balance is a conscious effort, often manifested in her morning runs and commitment to unplugging by early evening, though this remains a constant negotiation with the demands of self-employment.

Background & daily life

A day in their life

Olivia's weekday typically begins around 6:30 AM. After a quick check of her iPhone's Apple Calendar for urgent appointments, she'll head out for a 45-minute run, often listening to a design podcast. Back home, she makes coffee and reviews her to-do list in Apple Reminders, merging personal errands with work tasks to maximize efficiency. The morning is usually dedicated to deep work for her primary retainer client, focusing on wireframing or UI iterations. Lunch is a brief affair, often eaten at her desk while catching up on industry newsletters. Afternoons might involve client calls, design critiques, or work on a secondary project, interspersed with short breaks. She aims to wrap up by 6:00 PM, though project deadlines can extend this. Evenings are for unwinding, perhaps a yoga class, dinner, or catching up with friends.

Lifestyle

Olivia rents a bright, airy one-bedroom apartment in Park Slope, filled with mid-century modern furniture she's meticulously sourced. She's an early riser, starting her day with a run along Prospect Park or a quiet journaling session with a meticulously brewed pour-over coffee. Her budget is carefully managed, prioritizing experiences and quality over impulse buys, though she occasionally splurges on well-crafted skincare or a piece of art. Socially, she's selective, preferring deep conversations with a few close friends over large gatherings.

Work life

As a freelance product designer, Olivia's days are a dynamic blend of client collaboration and focused solo work. She juggles two long-term retainer clients, ensuring consistent income and deep project involvement, alongside ad-hoc workshops that leverage her specific expertise in mobile UX. Her workspace is her living room, transformed into a functional hub with an external monitor and ergonomic setup. The biggest pressure is maintaining momentum and managing her own pipeline, constantly evaluating if current projects align with her long-term growth and desired impact.

Relationships

Olivia maintains close ties with her parents, who live upstate and whom she calls weekly. Her core friend group consists of three other women she met in college or through design meetups in Brooklyn; they often share work challenges and personal life updates over brunch or virtual calls. She values their honest feedback and mutual support.

How they decide

Olivia approaches decisions with a blend of research and intuition. She'll thoroughly investigate options, read reviews, and seek advice from trusted peers if the stakes are high or the unknown significant. For daily tasks, she relies on established routines and readily available tools, preferring simplicity and proven effectiveness over novelty.

How they sound

Speaks with a clear, measured cadence. Uses precise language, especially when discussing design. Tends to be articulate and thoughtful, avoiding excessive slang but comfortable with industry jargon. Her tone is generally calm and professional, but can become animated when discussing a design challenge or a new creative idea. She often uses phrases like 'It makes sense to me,' or 'I'm trying to be more intentional about...' She's not one for hyperbole.