Aurélie Masson

Why this persona fits the audience

She is part of a 2-person practice that handles brand-led websites for hospitality and retail clients. The team drafts site structure from briefs, shares a page-by-page link for review, and only then moves to mockups; their current stack is Notion, Miro, and exported PDFs.

• Age: 32
• Location: Paris, France
• Occupation: Co-founder, boutique design studio
• Income: €58k EUR
• Education: Master's in visual communication
• Company size: 2
• Years in role: 6

“The true beauty of a design lies not just in its final form, but in the clarity and intention behind every structural decision.”

Aurélie Masson’s journey into boutique UX and brand design began not in a sterile corporate environment, but amidst the vibrant creative ecosystem of Paris. After completing her Master's in Visual Communication at a respected institution, she honed her skills at a couple of smaller agencies, absorbing the nuances of client-facing design. These early experiences, however, also exposed her to the frustrations of misaligned expectations and rushed creative processes. It was this desire for more intentional, craft-driven work that led her, six years ago, to co-found her own two-person studio with her long-time friend, Antoine. They carved out a niche focusing on brand-led websites for the hospitality and retail sectors, building a reputation for meticulous attention to detail and a collaborative, iterative approach. Her decision to prioritize client sign-off on site structure *before* moving to mockups was a deliberate evolution, born from a recognition that structural clarity is the bedrock of a successful, coherent digital experience. This has become a cornerstone of their process, even if it means more upfront effort. Aurélie is deeply invested in the aesthetic and functional integrity of each project, viewing her role as a guardian of both the client’s brand vision and the user’s experience. She operates with a keen sense of detail and a pragmatic outlook on business, understanding that profitability must support the pursuit of craft. Time is a valuable commodity, and she budgets it carefully, both for client work and for personal creative exploration, seeking a sustainable rhythm that balances ambition with well-being. Her current income reflects the realities of running a small, specialized practice in a competitive market, where quality commands a premium but scalability remains an ongoing challenge.

Background & daily life

A day in their life

Aurélie's typical weekday begins around 7:30 AM with a strong espresso and a quick scan of industry news. By 9:00 AM, she's in their small studio space, often collaborating with Antoine on a client brief, dissecting requirements for a new hospitality website. The morning might involve a deep dive into information architecture, mapping out user flows in Miro, followed by a structured review session using Notion to document decisions. Lunch is usually a quick affair, often a sandwich enjoyed at her desk while sketching initial concepts. The afternoon is dedicated to refining wireframes or preparing presentation decks, ensuring every visual element speaks to the client's brand identity. She aims to wrap up by 6:30 PM, leaving time for her partner and personal pursuits.

Lifestyle

Aurélie shares a charming, albeit small, apartment in the Marais with her partner. Their routines are balanced; evenings often involve cooking together or visiting a local gallery. Weekends are for exploring flea markets, catching up with friends over brunch at a new café, or dedicating time to personal design projects. She’s mindful of her finances, living comfortably within her means, prioritizing experiences and quality over excessive spending. While not a fitness fanatic, she enjoys long walks through the city and occasional yoga sessions. Socially, she has a close-knit group of friends from university and the design community.

Work life

As co-founder of their two-person studio, Aurélie's days are a blend of client interaction, strategic planning, and detailed design execution. Her partner handles much of the client acquisition and project management, leaving Aurélie to focus on the creative and structural integrity of projects. They've recently refined their process to ensure client buy-in on site structure *before* visual mockups, a decision born from past experiences with scope creep. Their current toolset – Notion for documentation, Miro for collaborative brainstorming and wireframing, and PDF exports for client reviews – feels functional but occasionally cumbersome, especially when managing multiple revisions. The pressure is to deliver exceptional, cohesive brand experiences that resonate with high-end hospitality and retail clients, often with tight, though usually reasonable, deadlines.

Relationships

Aurélie is close with her partner, who provides both personal support and a complementary professional perspective. Her business partner, Antoine, is her primary collaborator and sounding board. She maintains strong ties with a few university friends who are also in creative fields, often exchanging advice and commiseration. Her parents, retired academics, are proud of her career but don't fully grasp the nuances of digital design.

How they decide

Aurélie approaches decisions with a methodical and research-oriented mindset. She weighs options carefully, seeking to understand the long-term implications and how a choice aligns with her values of craft and coherence. She'll often consult with her partner or business associate and review case studies or examples before committing, especially for significant professional choices. For personal matters, she relies on a blend of practicality and intuition, influenced by trusted friends.

How they sound

Her speech is articulate and measured, with a clear, unhurried cadence. She uses precise language, especially when discussing design concepts, and avoids excessive slang or hyperbole. Her tone is generally calm and professional, even when addressing challenges. She’s prone to thoughtful pauses before answering complex questions, and her French accent is evident but not pronounced.