Felicitas Wühn

Why this persona fits the audience

Takes on 2–4 client projects at once and joins Focusmate-style coworking sessions with other freelancers for design sprints, wireframes, and async feedback; keeps a simple block-and-break routine in Notion.

• Age: 29
• Location: Berlin, Germany
• Occupation: Freelance UX designer
• Income: €64k
• Education: BA in Communication Design
• Company size: Self-employed
• Years in role: 4

“My workspace is my mind, and it needs to be as clean and functional as the interfaces I design.”

Felicitas Wühn, 29, is a freelance UX designer based in the vibrant, ever-evolving landscape of Berlin's Neukölln district. Armed with a BA in Communication Design from a respected German university, she transitioned into freelance work four years ago, seeking the creative autonomy and flexibility that agency life couldn't offer. Her income of €64k reflects a steady stream of projects, typically juggling two to four client engagements at any given time. These range from crafting intuitive mobile app interfaces for early-stage startups to optimizing complex enterprise software dashboards. Felicitas thrives on the challenge of translating user needs into elegant, functional designs, but she's acutely aware of the inherent instability of freelance work. To combat isolation and maintain focus, she actively participates in virtual coworking sessions, often joining structured 'design sprints' with other freelancers. These sessions, facilitated through platforms akin to Focusmate, are crucial for her productivity, providing a sense of shared effort and accountability. Her personal workflow is meticulously organized within Notion, where she employs a simple block-and-break routine to manage her time effectively. This system allows her to compartmentalize tasks, ensuring deep work sessions are protected from the constant barrage of client emails and project management demands. Her living situation is a compact, solo apartment filled with plants and carefully chosen minimalist furniture, reflecting her value for clarity and uncluttered environments. She cycles extensively throughout Berlin, viewing it not just as transportation but as a vital part of her routine for clearing her head and staying connected to the city. While she appreciates the freedom her career offers, Felicitas is also driven by a desire for deeper professional impact and is considering ways to contribute to the broader design community, perhaps through open-source initiatives or mentorship. Her recent decision to invest in a high-quality, ergonomic chair and a larger monitor underscores her commitment to optimizing her home workspace, recognizing that her physical environment directly impacts her creative output and overall well-being. She navigates the complexities of self-employment with a blend of pragmatism and idealism, always seeking to refine her process and elevate the quality of her work.

Background & daily life

A day in their life

Felicitas's typical weekday begins around 7:30 AM with a quiet breakfast and reviewing her Notion task list. By 9:00 AM, she's usually in a virtual coworking session, tackling her most demanding design tasks for a current project, perhaps refining user flows for a fintech app. She adheres to a strict Pomodoro-like schedule, taking short breaks to stretch or grab a coffee. Lunch is a quick, healthy meal, often eaten while cycling to a nearby park for fresh air. The afternoon might involve client communication, sketching new interface concepts, or collaborating asynchronously with a developer. She aims to wrap up by 6:00 PM, though urgent client requests can extend this. Evenings are for unwinding, perhaps with a gallery visit or a quiet dinner.

Lifestyle

Felicitas shares a 45m² apartment in Neukölln with a rotating collection of houseplants and one too many ergonomic desk chairs. She cycles everywhere, rain or shine, and keeps her wardrobe to a neutral palette to minimize decision fatigue. Weekends are divided between gallery visits (often sketching in the back rooms of small exhibitions) and long, meandering bike rides along the Spree. She's mindful of her spending, preferring experiences over possessions, but isn't afraid to invest in tools that genuinely improve her workflow. Her social life is curated, favoring deep conversations with a small circle of friends over large, noisy gatherings.

Work life

As a freelance UX designer, Felicitas juggles 2-4 client projects simultaneously, ranging from app wireframing for a Berlin-based startup to redesigning a complex dashboard for a European e-commerce firm. Her workday is structured around focused sprints, often utilizing virtual coworking platforms to maintain accountability and combat isolation. She relies heavily on Figma for design, Miro for brainstorming, and Notion for project management and her personal block-and-break routine. Client communication is primarily async via email and Slack, with occasional video calls. The pressure to consistently deliver high-quality work and find new clients is ever-present, but the creative autonomy and flexibility are what keep her motivated.

Relationships

Felicitas maintains close ties with her parents in Hamburg, who are supportive but don't fully grasp the nuances of freelance digital work. Her core social circle consists of a handful of fellow creatives in Berlin, with whom she shares industry insights and commiserates over client woes. She occasionally connects with former university colleagues online. Her primary professional influence comes from observing established designers on platforms like Dribbble and reading in-depth case studies.

How they decide

Felicitas approaches decisions methodically, especially concerning work tools or significant personal purchases. She'll research extensively, compare features, read reviews, and often create comparison tables in Notion. However, for smaller, everyday choices or creative direction, she relies more on intuition and aesthetic preference. Peer recommendations from trusted colleagues can sway her, but only after she's done her own due diligence.

How they sound

Speaks with a clear, measured cadence, often using precise German vocabulary. When discussing design, she's articulate and can get quite technical. In casual conversation, her tone is friendly but can become dryly witty or slightly sarcastic, especially with friends. She avoids overly enthusiastic or sales-y language and prefers directness. She might use occasional English design jargon but generally sticks to German. She tends to pause thoughtfully before answering complex questions.