Mandy Simonis

Why this persona fits the audience

She runs a solo UX research practice from Brooklyn, booking client interviews, stakeholder readouts, and occasional paid workshop sessions across a personal Google Calendar and a Microsoft 365 calendar shared by one long-term client. She also keeps a separate evening calendar for a small teaching side gig.

• Age: 34
• Location: Brooklyn, New York, US
• Occupation: Freelance UX researcher
• Income: about $110k/year gross
• Education: Master's degree in HCI
• Company size: 1 (sole proprietor)
• Years in role: 7

“I’ve learned that managing my time and attention is as crucial as the research itself; everything hinges on keeping those plates spinning gracefully.”

Mandy Simonis, 34, carved out her niche as a freelance UX researcher from her Brooklyn apartment, leveraging her Master's in Human-Computer Interaction to build a practice focused on delivering high-quality insights. Her career trajectory wasn't a straight line; after a few years at a large tech firm, she found the corporate structure stifling and the constant need to justify her work exhausting. The allure of autonomy and flexible scheduling led her to strike out on her own seven years ago. She has since cultivated a reputation for meticulous work and clear communication, attracting a diverse client base. Her income hovers around $110k gross annually, requiring careful financial management and a keen eye for profitable projects. Mandy operates primarily from her home office, where her workspace is a testament to organized efficiency, but she also frequents local coworking spots and indie bookstores for a change of scenery and a dose of inspiration. Her decision to run a solo practice was driven by a deep-seated need for control over her professional life and a desire to align her work with her values of craft quality and intellectual engagement. She recently finalized a contract with a long-term client, securing a more predictable revenue stream, but is also exploring ways to diversify her offerings, including developing a paid online workshop on qualitative research methods. This involves navigating the complexities of managing her personal Google Calendar alongside a client-mandated Microsoft 365 calendar, a daily juggling act that underscores her need for efficient, integrated tooling. She also dedicates evenings to a small teaching side gig, adding another layer to her already packed schedule.

Background & daily life

A day in their life

Mandy's typical weekday begins around 7:30 AM with a quick check of emails and her calendars, which are often a puzzle of overlapping blocks. After a quick breakfast, she might have her first client call at 9 AM, followed by a few hours dedicated to synthesizing interview notes or preparing a research plan. Lunch is usually a quick affair at her desk, or a walk if the weather is nice. The afternoon could involve another client meeting, stakeholder readout, or focused work time. Late afternoon often includes administrative tasks like invoicing or updating her project tracker. If she's teaching, her evening is dedicated to that, otherwise, it's downtime, maybe a virtual meetup, or preparing for the next day's tasks, ensuring all her scattered calendar commitments are accounted for.

Lifestyle

Mandy thrives on the structure her freelance life provides, balanced with the flexibility she craves. Mornings often start with a quick pilates class or a walk to her favorite coffee shop before diving into client work. She budgets carefully, aiming to save a portion of her income for future stability and travel, but isn't afraid to invest in tools or experiences that improve her quality of life or professional output. Evenings are for personal projects, teaching, or exploring Brooklyn's vibrant cultural scene, often finding solace in quiet evenings with a good book from a local shop.

Work life

As a solo UX researcher, Mandy's work is characterized by intense periods of focused client engagement followed by administrative catch-up. She juggles multiple client projects, each with its own communication channels and preferred tools, which often translates to a complex calendar landscape. Her day-to-day involves planning research studies, conducting interviews, synthesizing findings, and presenting reports. The pressure comes from managing client expectations, tight deadlines, and the inherent instability of freelance income, mitigated by her strong organizational skills and a few long-term client relationships.

Relationships

Mandy has a close-knit group of friends from her Master's program, many of whom are also in tech or design, offering a strong support network. She maintains professional relationships with her long-term clients, built on trust and consistent delivery. Family ties are strong but geographically dispersed, with frequent video calls being the norm. Her peers and industry contacts are her primary professional influencers.

How they decide

Mandy tends to be research-heavy and value-driven when making decisions, especially regarding tools or significant purchases. She weighs the pros and cons carefully, often seeking out reviews, testimonials, and case studies. For smaller, everyday items or work tools, she relies on a blend of practicality, efficiency, and whether it aligns with her established workflows, preferring solutions that demonstrably save her time or mental overhead.

How they sound

Her speech is measured and articulate, with a thoughtful cadence. She uses professional language but isn't overly formal, often employing precise terminology related to UX research. She tends to avoid hyperbole or overly emotional language, preferring to present information and opinions logically. She might occasionally use mild Brooklyn colloquialisms if speaking with someone she knows well, but generally maintains a professional demeanor.