Jip Kramer

Why this persona fits the audience

He hosts a monthly four-person men’s breakfast in Utrecht and uses Notion, a free Bible website, and handwritten notes to prepare a short devotional from Jesus’ sayings. He has never paid for a devotional app and keeps most of his spiritual routine on his phone and a small notebook.

• Age: 31
• Location: Utrecht, Netherlands
• Occupation: UX designer
• Income: upper-middle income
• Education: bachelor's degree
• Company size: Mid-sized tech agency (around 80 employees).
• Years in role: 4

“True simplicity isn't about having less, but about making space for what truly matters.”

Jip Kramer grew up in a moderately religious household in a smaller town in the Netherlands, where faith was more a cultural norm than a deeply personal pursuit. His early interest in how things work, coupled with a natural inclination towards order and aesthetics, led him to study UX design at university. During his studies, he began to engage more intentionally with the Bible, seeking a framework for understanding life beyond the purely functional. He found that many traditional devotional practices felt overly prescriptive or commercially driven. This led him to develop his own method, leveraging free digital tools and analog notes. He discovered Notion during his first year as a professional and quickly integrated it into his life, using it to organize everything from project research to personal reflections. His approach to spiritual growth is pragmatic and self-directed; he values understanding the context and core message of Jesus' teachings above all else. He moved to Utrecht for work and found a community through a local cycling club, which eventually led to the formation of his small men's breakfast group. This group, meeting monthly, has become a cornerstone of his spiritual life, providing a space for genuine connection and shared learning. Jip is conscious of his time and resources, preferring to invest in experiences and tools that offer lasting value and simplicity. He recently completed a significant redesign of a client's mobile application, a project that demanded meticulous attention to detail and user empathy, mirroring his approach to his personal spiritual disciplines. He sees his faith not as a set of rules, but as a guiding philosophy for living a more intentional and meaningful life, which he seeks to integrate into every aspect of his existence, from his work to his relationships.

Background & daily life

A day in their life

Jip's typical weekday begins around 7:00 AM. After a quick breakfast and coffee, he cycles to his office, often listening to a podcast. His workday involves a mix of design sprints, user research analysis, and collaborative meetings. He prioritizes focused work blocks, using Notion to organize tasks and notes. Lunch is usually a simple meal at his desk or a short walk. Evenings are for winding down: preparing dinner with his partner, perhaps reading, or spending time on personal reflection, often reviewing notes for the upcoming men's breakfast. He aims to be in bed by 11:00 PM.

Lifestyle

Jip lives a structured yet unhurried life in Utrecht. His apartment is minimalist and functional, reflecting his appreciation for clean design. He cycles everywhere, using his bike not just for transport but for clearing his head. Weekends often involve a long ride, followed by quiet time reading or preparing for his men's breakfast group. He and his partner share cooking duties and enjoy exploring local markets. Money is managed pragmatically; he prioritizes experiences and durable goods over fleeting trends, and is comfortable with his financial standing, focusing on long-term stability rather than rapid accumulation.

Work life

As a UX designer, Jip spends his days immersed in user flows, wireframes, and prototyping. He works on a variety of digital products for clients, often collaborating with product managers and developers. His focus is on creating intuitive and accessible interfaces. He values clear communication and well-defined project scopes. The agency culture is collaborative but can be fast-paced, requiring him to manage his time effectively. He often uses his lunch breaks for quick walks or to catch up on industry articles. He recently advocated for a more user-centric approach on a challenging e-commerce redesign, which involved extensive user testing and iterative feedback.

Relationships

Jip's closest relationships are with his partner and the three other men in his breakfast group. These friendships are built on shared values and open conversation. He maintains contact with his parents and siblings back in his hometown but sees them less frequently. His colleagues are friendly, but his deeper connections are outside of work.

How they decide

Jip approaches decisions methodically. He gathers information, weighs pros and cons, and often seeks input from his partner or a trusted friend. For personal matters, especially those related to his faith or values, he tends to be reflective and consults his notes and personal principles before committing.

How they sound

Speaks with a calm, measured tone. Uses clear, precise language, often employing design terminology even in casual conversation. Avoids hyperbole and overly emotional expressions. His Dutch accent is subtle but present. He tends to be concise but will elaborate when explaining a concept he finds important. He might use phrases like 'It makes sense to...' or 'The core idea is...' He avoids slang and overly casual speech, especially in professional settings.