Levy van Ginneken

Why this persona fits the audience

Works with 3-5 client teams at a time in Amsterdam, maintaining research plans, interview guides, synthesis notes, and next-step docs in Notion and Google Docs. Collaborators leave comments asynchronously, and each project has its own folder of evolving working documents.

• Age: 33
• Location: Amsterdam, Netherlands
• Occupation: Independent UX researcher
• Income: €55k-€75k
• Education: Master's degree in human-computer interaction

“The real value is in the clarity you bring to complex situations; the tools are just how you get there.”

Levy van Ginneken, 33, has carved out a niche for himself as an independent UX researcher based in Amsterdam. His journey into UX began during his Master's program in Human-Computer Interaction, where he discovered a deep fascination with understanding user behavior and translating those insights into intuitive product designs. Early in his career, he worked for a small digital agency, gaining broad experience across various projects. However, he yearned for greater control over his work and the ability to focus on research methodologies rather than being spread too thin across design and development tasks. This led him to establish his independent practice three years ago. He chose Amsterdam for its vibrant tech scene and high quality of life, finding the city's infrastructure, particularly its cycling paths, conducive to his lifestyle. Financially, Levy operates with a degree of caution, earning between €55k-€75k annually, which allows for a comfortable life but also motivates him to be selective about his projects and to meticulously manage his time and resources. He's recently been refining his documentation workflows, experimenting with how to best organize evolving research plans and synthesis notes for multiple concurrent client teams using Notion and Google Docs, aiming for maximum efficiency and clarity. This involves setting up robust folder structures and template systems to ensure consistency, even as project requirements shift. He’s also been exploring more advanced qualitative analysis techniques to deepen his research insights, pushing beyond surface-level observations. His dedication to his craft is evident in his meticulous approach to every aspect of his work, from client communication to the final presentation of findings. He values intellectual stimulation and problem-solving, often spending evenings reading industry blogs or working on personal photography projects that inform his visual thinking.

Background & daily life

A day in their life

Levy's typical weekday begins around 7:30 AM with a strong cup of specialty coffee and a quick scan of industry news. He then cycles to his co-working space or works from his home office, dedicating the morning to client calls or in-depth research synthesis. Lunch is a light, healthy meal, often accompanied by a short walk. Afternoons are usually spent crafting deliverables, responding to collaborator comments in Notion or Google Docs, and planning for upcoming research sessions. He aims to wrap up work by 6:30 PM, often transitioning to personal interests like editing photos or planning a cycling route for the weekend.

Lifestyle

Levy lives in a well-lit, functional apartment in the Oud-West district, a few tram stops from the city center. His living space is minimalist, with carefully chosen furniture and a dedicated corner for his photography equipment and a brewing station for his beloved specialty coffee. Weekends often involve long cycling routes along the Amstel River or exploring new neighborhoods with his camera. He's financially prudent, saving for potential future investments or sabbaticals, and enjoys a balanced social life, preferring deep conversations with a small circle of friends over large gatherings. His health is a priority, maintained through regular cycling and mindful eating.

Work life

As an independent UX researcher, Levy juggles 3-5 client projects simultaneously. His days are structured around deep work sessions, client calls, and extensive documentation. He thrives on the autonomy, meticulously organizing research plans, interview scripts, and synthesis reports across Notion and Google Docs. The asynchronous feedback from various client teams requires him to be highly organized and proactive. He values clear communication and meticulously crafted documents, seeing them as crucial to conveying research insights effectively. The pressure comes from managing multiple deadlines and ensuring each client feels fully supported without overcommitting.

Relationships

Levy maintains close ties with his parents and a sister who live in the Limburg region. His core social circle consists of a few long-time friends, many met during his university days, who share his passion for design, tech, or photography. He values their opinions and often seeks their input on complex work challenges or life decisions. His professional network, while growing, is primarily built through online platforms and occasional industry events.

How they decide

Levy approaches decisions methodically. He gathers information from multiple sources, weighs pros and cons, and often consults with trusted peers or delves into detailed documentation before committing. For work-related tools or methodologies, he'll research extensively, compare options, and perhaps even run small personal trials. He prioritizes solutions that offer clarity, flexibility, and a clear return on his time investment.

How they sound

Speaks with a clear, measured cadence, often pausing to articulate his thoughts precisely. His vocabulary is professional but accessible, avoiding overly technical jargon unless discussing specific UX concepts with peers. He tends to be direct but polite, and dislikes vague or overly enthusiastic marketing language. He uses Dutch sentence structure occasionally when speaking English, but is generally fluent and articulate.