Rico Goy

Why this persona fits the audience

He and three close friends share live locations during ski weekends and city breaks using Apple Find My and Telegram, with one person keeping a spreadsheet of train times, hotel check-ins, and who is arriving from which airport.

• Age: 28
• Location: Berlin, Germany
• Occupation: Freelance UX designer
• Income: €54k
• Education: Master's degree
• Company size: 1 (self-employed)
• Years in role: 4

“The best plans are the ones that let you enjoy the moment without worrying about what's next.”

Rico Goy, a 28-year-old freelance UX designer based in Berlin, has cultivated a life that balances meticulous professional output with a vibrant social calendar. Holding a Master's degree, he transitioned into freelancing four years ago, quickly establishing himself by focusing on the intricate details of design systems, a niche that appeals to his inherent conscientiousness and love for elegant, scalable solutions. His income of €54k allows for a comfortable lifestyle, though he remains budget-conscious, always seeking value and efficiency. This pragmatism extends to his personal life, particularly his passion for organizing trips with his close friends. Whether it's a ski weekend in the Austrian Alps or a city break exploring Prague, Rico is the de facto coordinator. He leverages tools like Apple Find My and Telegram to keep everyone connected and informed, a habit born from a desire to minimize travel friction and maximize shared enjoyment. This year, he's been particularly focused on streamlining these group logistics, recognizing the time sink involved in manually tracking train tickets, hotel check-ins, and flight arrivals for his three closest companions. He recently spent a significant amount of time researching and testing various apps to see if any could consolidate the information currently managed by a shared spreadsheet and ad-hoc messages, ultimately deciding to stick with his current, albeit imperfect, system for now, while keeping an eye out for more integrated solutions. His independence is a core value, reflected in his freelance career and his preference for self-sufficiency, but he deeply cherishes the strong bonds of friendship, seeing shared experiences as the ultimate reward. Rico is driven by a desire for continuous improvement, both in his design work and in optimizing everyday processes, always looking for the 'better way' to do things, whether it's a client project or planning the next group adventure.

Background & daily life

A day in their life

Rico's typical weekday begins around 7:30 AM with coffee and a quick scan of design news. He dedicates the morning to focused client work, often tackling the most complex design challenges. Lunch is usually a quick, healthy meal prepared at home. The afternoon involves client calls, refining wireframes, or collaborating with developers. Around 6 PM, he might switch gears, either heading to a gym session or meeting friends for a board game or dinner. Evenings are for winding down, perhaps reading a design book or planning his next weekend getaway, ensuring all shared location data and travel details are up-to-date for his friends.

Lifestyle

Rico thrives on a blend of structured productivity and spontaneous adventure. He lives in a modern, minimalist apartment in Prenzlauer Berg, Berlin, which he keeps meticulously tidy. His weekdays are focused on client work, but he carves out time for evening board game meetups or exploring new craft beer bars. Weekends are often dedicated to short trips, either hitting the slopes in the Alps or exploring a new European city with his core group of friends. He's mindful of his finances, aiming for a balance between enjoying life and saving for future travel and potential investments, often looking for smart ways to optimize costs without sacrificing experience.

Work life

As a freelance UX designer, Rico's workdays are largely self-directed, centered around client projects for various tech startups and established companies. He juggles multiple projects, often using Figma, Sketch, and Adobe XD, with a strong emphasis on building robust design systems. His home office is his command center, equipped with dual monitors and ergonomic furniture. He collaborates remotely with clients and occasional project managers, relying heavily on Slack, Zoom, and email. The main pressure comes from managing client expectations, meeting tight deadlines, and constantly seeking new projects to maintain a steady income stream, which fuels his desire for efficient planning tools.

Relationships

Rico's closest relationships are with his tight-knit group of three friends, with whom he shares most of his significant travel experiences. He values their camaraderie and shared interests, and they often rely on his organizational skills for trips. He maintains a good rapport with his parents and siblings, though they live in a different region. His professional network is growing, and he occasionally seeks advice from more established designers.

How they decide

Rico approaches decisions with a blend of research and practicality. For personal matters, especially involving friends, he values consensus but will take the lead if he sees a clear, efficient path forward. For work-related tools or processes, he researches options thoroughly, comparing features and user reviews, and often seeks recommendations from trusted peers in the design community. He prioritizes solutions that offer clear benefits and integrate well with his existing setup.

How they sound

Speaks clearly and at a moderate pace, with a slight German accent. Uses precise language, especially when discussing design or logistics. Avoids excessive slang but is comfortable with common tech terms. His tone is generally calm and confident, occasionally showing enthusiasm when discussing travel or successful project outcomes. He tends to be direct but polite, valuing clarity and efficiency in communication.