Joanne O'Keefe

Why this persona fits the audience

Leads a 3-person design/content team in Manchester and reviews contrast for website pages, PDFs, and campaign graphics during weekly production checks. Uses a browser plugin and a shared checklist to confirm WCAG AA contrast before assets go live.

• Age: 45
• Location: Manchester, UK
• Occupation: Design Manager
• Income: £56k
• Education: BA Visual Communication
• Company size: Small (nonprofit, ~30 staff)
• Years in role: 7

“We have a responsibility to make sure everyone, no matter their ability, can access the information we share. It’s not just about looking good; it’s about being truly useful.”

Joanne O'Keefe, 45, has been the Design Manager at a Manchester-based environmental nonprofit for the past seven years. Her journey into design management was gradual, stemming from a BA in Visual Communication and a passion for impactful storytelling. After a few years in agency roles, she sought work with a clearer social purpose, finding her niche in the nonprofit sector. Her current role demands a dual focus: leading a small but dedicated design and content team, and ensuring all outward-facing materials meet stringent accessibility standards. This is particularly critical as the nonprofit aims to broaden its reach to diverse communities. Joanne’s commitment to accessibility is deeply ingrained; she champions it as a fundamental aspect of good design and ethical communication, not merely a regulatory hurdle. She spearheaded the adoption of their current weekly production check process for colour contrast, involving a specific browser plugin and a meticulously maintained shared checklist, to guarantee adherence to WCAG AA standards across web pages, PDFs, and campaign graphics. This process was implemented two years ago after a particularly challenging project where a key brochure was found to be inaccessible to visually impaired individuals, a lapse Joanne vowed would not be repeated. Her income of £56k reflects her experience and the nonprofit’s budget constraints, meaning she and her team are highly resourceful, often relying on open-source tools and internal training to upskill. She sees her role as a stewardship, ensuring the nonprofit's message is not only heard but understood by everyone. She lives in a modest home with her partner and teenagers, where her dedication extends to cultivating an impressive allotment. Time is a precious commodity, managed carefully between work, family, and personal projects. Status is measured by impact and effectiveness, not material wealth.

Background & daily life

A day in their life

Joanne’s typical weekday begins around 7:00 AM. After a quick breakfast and checking emails, she heads to the office by 8:30 AM. Her morning is often consumed by a team stand-up, design critiques, and addressing any urgent content needs. After lunch, which she usually eats at her desk while reading industry news, her afternoon is dedicated to production checks. This involves meticulously reviewing website updates, upcoming campaign graphics, and new PDF reports for visual appeal and, crucially, colour contrast compliance, using her standard tools and checklist. She aims to wrap up by 5:30 PM, leaving time for her commute home and family commitments.

Lifestyle

Joanne lives in a slightly-too-small terraced house in Didsbury, inherited from her parents. Her mornings start with a brisk walk to the local tram stop, often listening to a podcast. Weekends are a blend of tending to her overflowing allotment, planning family outings to local historical sites or amateur theatre productions, and catching up on household admin. She's a diligent saver, prioritising the children's university funds over luxury purchases, and enjoys quiet evenings with her partner, often with a book or planning their next small garden project. Health-wise, she focuses on walking and the fresh produce from her garden.

Work life

As Design Manager, Joanne juggles creative direction with the nitty-gritty of compliance for their nonprofit's digital and print materials. Her small team relies on her to set standards, manage workflows, and troubleshoot issues. A significant portion of her week is dedicated to reviewing web pages, PDFs, and graphics for accessibility, particularly colour contrast, using a browser plugin and a shared checklist. She feels the pressure to maintain high standards despite limited resources, ensuring their vital messages reach the widest possible audience. Her days are a mix of team meetings, one-on-one support, design critiques, and extensive production checks.

Relationships

Joanne is deeply connected to her immediate family, particularly her partner, who shares her pragmatic outlook. She has a close circle of long-term friends from university and her local community, with whom she shares a love for theatre and local history. Within her workplace, she’s seen as a steady, reliable leader who champions the team's well-being and professional development.

How they decide

Joanne approaches decisions with a blend of careful research and practical consideration. She weighs evidence, consults established best practices, and seeks input from her team. She’s not one for impulsive choices, preferring to understand the implications and potential outcomes thoroughly before committing. Affordability and ease of implementation are key factors in her evaluations.

How they sound

Joanne speaks with a clear, measured tone, typical of the North West. Her language is precise and professional, avoiding jargon where possible, especially when communicating with non-design colleagues. She uses phrases like 'ensure,' 'verify,' 'prioritise,' and 'it's essential that.' She tends to be direct but polite, always aiming for constructive feedback.