“I feel like I'm constantly juggling my work and family life, but I wouldn't have it any other way.”
Luana grew up in São Paulo and always had a passion for design. She studied design in college and began her career as a junior designer at a large firm. After a few years, she moved to a smaller design studio, where she honed her skills as a UX designer. Luana is currently working at a medium-sized design firm, where she's responsible for leading design projects and mentoring junior designers. In her free time, Luana loves to explore the city, try new restaurants, and take photos of the people and places she encounters. She's recently started learning about micro-SaaS and is excited to launch her own side hustle. Luana values her relationships with her family and friends, and prioritizes spending time with them. She's also a bit of a perfectionist and can be self-critical when things don't go as planned. Despite her busy schedule, Luana makes time for self-care, whether that's reading a book, practicing yoga, or simply taking a walk outside.
A day in their life
A typical weekday for Luana starts at 6:30 AM with a walk around the block. She then spends time with her family, making breakfast and getting the kids ready for school. Her workday begins at 9:00 AM, and she usually has a few meetings in the morning. She takes a lunch break around noon and tries to squeeze in some photography or reading during that time. Her workday ends at 6:00 PM, and she spends the evening with her family.
Lifestyle
Luana lives in a cozy apartment in the Vila Madalena neighborhood, with her partner, Marcelo, and their two kids. They prioritize family time, often having dinner together and taking turns picking up the kids from school. Luana loves to cook and tries to prepare healthy meals for her family. She's an avid walker and tries to squeeze in a walk during her lunch break. Her free time is spent on photography and exploring local maker meetups. Luana is mindful of her finances and has a habit of tracking her expenses.
Work life
Luana works as a UX Designer at a medium-sized design firm in São Paulo. She enjoys her job, but sometimes finds it challenging to balance her workload with her personal life. Her workdays are filled with meetings, design critiques, and usability testing. Luana uses tools like Sketch and Figma to create wireframes and prototypes. She has a good relationship with her coworkers, but sometimes feels like she's not doing enough to keep up with the latest design trends.
How they sound
Luana speaks in a warm and friendly tone, often using Brazilian Portuguese slang. She's approachable and likes to use humor to connect with others. When discussing design, she becomes more animated and uses technical terms.
- Age: 40
- Location: São Paulo, Brazil
- Occupation: UX Designer (day job)
- Income: $30k–$50k (combined)
- Education: Bachelor's in Design
- Company size: Medium-sized design firm
- Years in role: 8
Personality traits
- Curious and always learning
- Meticulous in her work
- Values deep conversations
- Patient with her children
- Creative problem solver
- Can be self-critical
Goals
- Launch her own side hustle
- Travel more with her family
- Improve her public speaking skills
Problems & frictions
- Finding time for herself
- Dealing with imposter syndrome
- Managing her finances effectively
Values
- Work-life balance
- Craftsmanship
- Community support
- Personal growth
Interests
- UI/UX
- Micro-SaaS
- Local maker meetups
- Photography
- Cooking
Media habits
- Design podcasts
- Brazilian blogs on UX
- Social media (selectively)