Lara van de Pol

Why this persona fits the audience

Currently uses a paid competitor to queue a few family letters around birthdays, travel dates, and anniversaries; keeps backup drafts in Notion and edits them from a MacBook between client projects.

• Age: 31
• Location: Amsterdam, Netherlands
• Occupation: freelance UX designer
• Income: €64k
• Education: Bachelor's degree
• Company size: 1 (self-employed)
• Years in role: 7

“I believe the best designs are invisible; they just work, allowing people to focus on what truly matters.”

Born and raised in Utrecht, Lara developed an early fascination with how things work and how they can be made better, a trait that naturally led her to the field of User Experience design. After completing her Bachelor's degree in Information Science at the University of Amsterdam, she spent a couple of years at a digital agency, gaining foundational experience in client-facing projects. However, the agency environment felt too restrictive for her creative spirit and desire for autonomy. Seeking more control over her projects and schedule, she transitioned to freelance work seven years ago. She quickly established a reputation for her meticulous approach and ability to translate complex user needs into intuitive interfaces. Her income of €64k reflects her established expertise and consistent client base. Lara lives alone in a rented one-bedroom apartment in Amsterdam, a space she keeps intentionally minimalist and organized, reflecting her broader life philosophy. She actively uses a paid competitor to schedule important family correspondence, like birthdays and anniversaries, ensuring these personal touchpoints aren't missed amidst her demanding client schedule. She meticulously backs up drafts of these letters, along with other personal notes and project documentation, in Notion, accessing and editing them from her MacBook Pro between client deliverables. This dual approach—leveraging paid tools for critical personal tasks while relying on robust organizational software for backups—highlights her pragmatic approach to managing both her professional and personal life. She recently decided to invest in a higher-quality camera lens, signaling a renewed commitment to her photography hobby, and is exploring ways to integrate more sustainable practices into her daily routine, from cycling to work to reducing digital waste.

Background & daily life

A day in their life

Lara's typical weekday begins around 7:30 AM with coffee and a review of her calendar and to-do list in Notion. She cycles to a café by 9:00 AM, settling in for a few hours of focused design work, often on a client project requiring wireframing or user flow mapping. Lunch is usually a quick, healthy meal either at the café or back at her apartment. The afternoon might involve a client video call, followed by more design work or administrative tasks like invoicing. She aims to wrap up work by 6:00 PM, then might go for a bike ride, meet a friend, or spend the evening editing photos or reading. She uses a paid competitor to schedule a few important family letters, like her mother's birthday and her parents' anniversary, ensuring they're sent on time even when she's swamped with client work. She keeps drafts of these and other personal messages in Notion for easy access and editing.

Lifestyle

Lara embraces a structured yet flexible lifestyle in Amsterdam. Her days often start with a strong coffee and a quick check of her schedule before heading out on her bicycle to a local café for focused work. She values her independence, which is reflected in her freelance career and her minimalist approach to living, keeping her one-bedroom apartment uncluttered. Weekends are for exploring the city with her camera, meeting friends for casual drinks, or visiting her parents in Utrecht. She's mindful of her finances, saving consistently but not averse to investing in tools that genuinely improve her workflow or personal life. Privacy is paramount, so she's selective about what she shares online.

Work life

As a freelance UX designer, Lara navigates a dynamic work landscape. Her days are a blend of client calls, wireframing, user research analysis, and prototyping. She juggles multiple projects simultaneously, often for startups and established tech companies seeking to refine their digital products. Her primary workstation is a MacBook Pro, complemented by a suite of design software like Figma and Sketch. She relies heavily on Notion for project management, client notes, and even personal task tracking. The pressure to deliver high-quality, user-centric designs on tight deadlines is constant, but she thrives on the problem-solving aspect and the autonomy her freelance career provides. She collaborates remotely with clients and occasionally with other freelancers.

Relationships

Lara is close with her parents and younger brother, whom she visits regularly. Her social circle consists of a core group of friends from university and a few professional acquaintances met through design meetups. She values deep, authentic connections over superficial ones and tends to be the planner within her friend group. Her parents, while proud of her career, sometimes express mild concern about the instability of freelance work.

How they decide

Lara is a deliberate decision-maker. She researches options thoroughly, weighing pros and cons, and often seeks out reviews or testimonials from trusted sources. For work-related tools, efficiency and integration are key factors. For personal purchases, she prioritizes quality and longevity, but also considers aesthetic appeal and how an item aligns with her values. She's not impulsive but will invest in something she believes will significantly improve her quality of life or work.

How they sound

Speaks with a clear, measured cadence, often using precise language. Her Dutch accent is noticeable but not strong. She avoids overly casual slang in professional contexts but is relaxed with friends. When discussing her work, she's articulate and can explain complex UX concepts simply. She tends to be direct but polite, and rarely raises her voice. She might use phrases like 'It makes sense to...' or 'The user flow here could be improved by...' and 'I'm trying to optimize my workflow.'