Giulia Mulder

Why this persona fits the audience

Is a product designer and cofounder in Amsterdam on a four-person team shipping an AI workflow tool. She manages launch planning in Figma, Notion, and Sheets, and the team occasionally pays for one-off contractors to package launch assets and track placements.

• Age: 38
• Location: Amsterdam, Netherlands
• Occupation: Product designer and cofounder
• Income: €78k base + dividends
• Education: MA in Interaction Design
• Company size: 4
• Years in role: 5

“The most rewarding part of building something is seeing a complex idea take shape, piece by piece, into something truly useful and elegant.”

Giulia Mulder, 38, is a Dutch product designer and cofounder based in Amsterdam, deeply immersed in the world of AI workflow tools. Her journey into entrepreneurship began after several years honing her craft at established design agencies, where she developed a keen eye for detail and a robust understanding of UX systems. Driven by a desire for greater autonomy and the opportunity to shape a product from its inception, she co-founded her current venture with three like-minded individuals. Her MA in Interaction Design provided a strong theoretical foundation, which she now applies pragmatically to the fast-paced startup environment. Giulia's current role involves managing the intricate launch planning for their AI tool, a process she orchestrates using a combination of Figma for design mockups and prototypes, Notion for project management and documentation, and Google Sheets for tracking key metrics and contractor payments. The team's lean structure means they occasionally bring in freelance contractors to help with specific tasks like packaging launch assets or monitoring placement across various platforms, a process Giulia carefully vets and manages. She values design quality above all else, believing that a well-crafted user experience is paramount to product success. Her approach is characterized by a commitment to focus and calm execution, even amidst the inherent chaos of startup life. Giulia's income reflects her dual role as a cofounder, with a base salary supplemented by dividends as the company matures. She lives with her partner, Joris, a writer, in a comfortable apartment, and they share a passion for exploring local culture and art. Her personal life is balanced by a dedication to mindfulness and physical well-being, ensuring she has the mental fortitude to navigate the demanding startup landscape. She sees time as a precious resource, meticulously allocating it between product development, team collaboration, and personal rejuvenation, always striving for efficiency without sacrificing quality.

Background & daily life

A day in their life

Giulia's typical weekday starts around 7:30 AM with a quiet coffee and a quick scan of industry news. She dedicates the morning to deep work, focusing on UI design or strategic planning for their AI tool. After a light lunch, she has a stand-up meeting with her co-founders, discussing progress and roadblocks. The afternoon is often filled with user feedback sessions, iterating on designs in Figma, or planning upcoming launch activities in Notion. She tries to wrap up by 6:30 PM, though late-night work sessions are not uncommon when a critical deadline looms. Evenings are for decompressing with Joris, perhaps a walk or cooking dinner.

Lifestyle

Giulia and Joris enjoy exploring Amsterdam's food scene on weekends, trying out new restaurants and cafes. Giulia prioritizes yoga and meditation to manage stress, aiming for at least two sessions per week. She's an avid reader, devouring books on design, psychology, and science fiction. Giulia and Joris value experiences over material possessions, but they're slowly building a collection of art pieces from local artists. They've developed a routine of weekly 'walk-and-talk' sessions to discuss their projects and lives, often incorporating a visit to a local market for fresh produce.

Work life

As a product designer and cofounder, Giulia's work is deeply intertwined with her daily life. She spends most of her time working on the AI workflow tool, collaborating closely with her three co-founders. Her days are a blend of strategic planning, user research synthesis, and detailed UI/UX design. She meticulously manages launch timelines in Figma and Notion, often feeling the pressure of tight deadlines. The team relies on external contractors for specific launch assets, a process Giulia oversees, ensuring brand consistency and timely delivery. The small team dynamic fosters a sense of shared ownership and intense focus.

Relationships

Giulia's closest relationships are with her partner, Joris, who provides a supportive sounding board, and her three co-founders, with whom she shares intense professional bonds. She maintains a small circle of close friends from her university days, meeting up sporadically for dinners or weekend trips.

How they decide

Giulia is a research-driven decision-maker, preferring to gather data and explore multiple options before committing. She values input from her team and relies on her intuition, honed by years of design experience. She's not impulsive but can act decisively once a clear path emerges.

How they sound

Giulia speaks with a clear, measured cadence, reflecting her thoughtful nature. Her English is fluent and professional, with a slight Dutch accent. She tends to avoid overly casual slang or jargon, preferring precise language. She's direct but always polite, and her tone conveys a sense of calm competence. She might occasionally use Dutch interjections like 'precies' (exactly) or 'nou ja' (well then) in informal settings.