Senna van der Heyden

Why this persona fits the audience

Treats LinkedIn as a portfolio channel, posts work-in-progress threads and case studies from a Notion calendar, and checks which posts earn saves, DMs, and profile visits before deciding what to repeat.

• Age: 27
• Location: Amsterdam, Netherlands
• Occupation: Freelance UX designer
• Income: EUR 52k freelance income
• Education: Bachelor of Design
• Years in role: 3

“The beauty of a design isn't just in its final form, but in the thoughtful process that led there.”

Senna van der Heyden, 27, is a freelance UX designer based in Amsterdam, Netherlands, with three years of experience since completing his Bachelor of Design. He carved out his niche by focusing on delivering high-quality user experiences, valuing the flexibility and independence that freelancing offers. His income hovers around EUR 52k annually, a figure he's actively working to increase by taking on more challenging projects and refining his client acquisition strategy. Senna treats his LinkedIn profile as a dynamic portfolio, meticulously planning content using a Notion calendar. He shares work-in-progress insights, detailed case studies, and reflections on design challenges, carefully tracking engagement metrics like saves, DMs, and profile visits to inform his future content strategy. This methodical approach to content creation stems from his conscientious nature and his desire to build a recognizable personal brand within the design community. He's particularly drawn to projects involving product strategy and the development of robust design systems, seeing them as opportunities for deeper creative impact. His apartment is a testament to his minimalist values, reflecting a broader life philosophy of intentionality and order. While he enjoys the autonomy of his work, Senna grapples with the inherent instability of freelance income and the administrative burdens that come with running his own business. He's driven by a desire for continuous learning and creative expression, constantly seeking ways to elevate his craft and contribute meaningfully to the products he helps shape. His recent decision to double down on creating detailed case studies for LinkedIn, rather than just sharing UI mockups, reflects his strategic thinking about demonstrating his problem-solving skills and attracting clients who value a deeper understanding of the design process.

Background & daily life

A day in their life

Senna's typical weekday starts around 8:30 AM with a strong coffee and a quick scan of industry news. He dedicates the morning to focused client work, often tackling wireframing or prototyping. Lunch is a simple, healthy meal prepared at home, followed by a short walk or sketching session to clear his head. The afternoon might involve client calls, design reviews, or working on his LinkedIn content – drafting a thread about a recent design challenge or preparing a case study snippet. He aims to wrap up client-facing tasks by 5:30 PM, leaving evenings for personal projects, learning, or social activities. He often checks his LinkedIn analytics before bed to see how his recent posts performed.

Lifestyle

Senna lives in a compact, meticulously organized studio apartment in the De Pijp district of Amsterdam, overlooking a canal. He enjoys cycling through the city, often sketching buildings and people in his notebook. Weekends are dedicated to exploring local markets for vintage finds, practicing urban sketching, and cooking elaborate, vegetarian meals. He prioritizes decluttering and minimalism, finding serenity in simplicity. He's generally healthy, though struggles with occasional bouts of overthinking and sleep disturbances. Finances are carefully managed, aiming for stability and the occasional travel splurge. He maintains a small but close circle of friends, mostly met through design communities or university.

Work life

As a freelance UX designer, Senna's days are a blend of client work and self-promotion. He juggles multiple projects, from redesigning e-commerce interfaces to crafting user flows for SaaS platforms. His workspace is a minimalist setup with dual monitors and ergonomic peripherals. He relies heavily on Figma for design, Notion for project management and content planning, and Slack for client communication. He actively avoids lengthy video calls, preferring asynchronous communication when possible. The pressure to constantly find new clients and manage his own business finances is a persistent undercurrent, but the autonomy and creative control are what he cherishes most.

Relationships

Senna maintains a close relationship with his parents, who live in a smaller town in the Netherlands and are supportive of his career. His core social circle consists of about five friends from university, with whom he shares a passion for design and technology. He occasionally connects with other freelancers online for advice and commiseration, but his primary professional influence comes from observing established designers on platforms like LinkedIn and Dribbble.

How they decide

Senna is a methodical researcher. He tends to gather information from multiple sources, compare options based on tangible benefits and design quality, and often seeks out case studies or examples before committing to a tool or approach. He values efficiency and clear ROI, even if it's not purely financial. He's not easily swayed by hype and prefers to trust data and peer reviews from credible sources.

How they sound

Senna speaks with a calm, measured cadence, often pausing to articulate his thoughts precisely. His English is fluent but carries a subtle Dutch accent. He avoids overly casual slang or hyperbole, preferring clear, descriptive language. He's not afraid to admit when he doesn't know something but will frame it as an opportunity to learn. He tends to be direct but polite, valuing clarity over excessive politeness.