Ana María Tejeda de Anda

Why this persona fits the audience

She keeps itineraries in TripIt and Maps for a mix of conference travel and side trips from Barcelona, often for herself plus one colleague. She is currently arranging a 4-day Milan trip around a work event and two evenings of sightseeing.

• Age: 33
• Location: Barcelona, Spain
• Occupation: UX researcher
• Income: €58k
• Education: Master's in human-computer interaction
• Company size: 20-50 employees (EU-based tech consultancy)
• Years in role: 6

“The beauty of a city isn't just in its landmarks, but in the quiet moments between them, the ones you have to plan for.”

Ana María Tejeda de Anda was born and raised in a culturally rich but economically modest region of Spain, fostering an early appreciation for history and the arts. Her academic journey led her to pursue a Master's in Human-Computer Interaction, a field that perfectly married her analytical mind with her fascination for how people interact with the world around them. This led her to her current role as a UX researcher at a dynamic tech consultancy based in Barcelona, where she has spent the last six years honing her skills. Her work often involves international projects, requiring her to navigate complex logistical challenges and diverse user needs across different cultures. This professional necessity has directly shaped her personal approach to travel planning. She meticulously crafts itineraries, not just for work conferences but also for personal exploration, often extending business trips into mini-vacations. For instance, she is currently orchestrating a four-day trip to Milan, carefully balancing a work event with two evenings dedicated to exploring the city's design districts and historical sites. She views travel as an extension of her professional curiosity – a way to learn, observe, and gather insights, much like her research. Her income of €58k allows for a comfortable life in Barcelona, but she remains budget-conscious, prioritizing experiences and learning over ostentatious displays of wealth. She lives alone in a well-organized apartment, finding solace in order and efficiency, which she applies equally to her professional projects and her personal travel plans. Her decision to focus on UX research stems from a deep-seated desire to improve user experiences, making technology more intuitive and accessible, a principle she also applies to her own planning tools, seeking elegance and functionality above all else.

Background & daily life

A day in their life

Ana María's typical weekday begins around 7:00 AM with a quiet hour of yoga and meditation, followed by a strong coffee and reviewing her schedule. She then dives into work, often starting with checking emails and Slack messages from international colleagues. Her mornings are usually filled with user interviews or analyzing research data. Lunch is a quick, healthy meal, often eaten at her desk while catching up on industry news. Afternoons involve team meetings, report writing, or preparing for upcoming usability tests. She tries to wrap up work by 6:30 PM, leaving time for a walk, a visit to a local market, or meeting a friend for a drink. Evenings are for personal projects, reading, or planning her next trip, often involving cross-referencing multiple travel apps and websites.

Lifestyle

Ana María lives in a compact, meticulously organized apartment in Barcelona's Eixample district, favoring minimalist aesthetics with carefully chosen art pieces. She prioritizes her health, incorporating a daily yoga routine and enjoying long walks through the city's neighborhoods. Her finances are managed with a budget-conscious approach, saving diligently for travel and experiences rather than material possessions. Socially, she maintains a close-knit circle of friends, preferring intimate dinners and cultural outings over large parties. She finds joy in discovering new local eateries and attending independent film screenings.

Work life

As a UX researcher at a mid-sized tech consultancy, Ana María spends her days immersed in user interviews, usability testing, and synthesizing data to inform product design. Her work involves a significant amount of remote collaboration with international teams, requiring careful scheduling across time zones. She relies heavily on digital tools for project management and communication, often finding herself juggling multiple platforms. The pressure to deliver actionable insights under tight deadlines is constant, but she thrives on the intellectual challenge of understanding user behavior and advocating for user-centered design principles within the company.

Relationships

Ana María is close with her parents, who live in a smaller town in Andalusia, and speaks to them weekly. Her core group of friends consists of about five individuals she's known since university, with whom she shares a deep bond of mutual support and intellectual curiosity. She values their opinions and often seeks their advice on both personal and professional matters. Her colleagues are a mix of international professionals; she has a particularly good rapport with a fellow researcher in Berlin, with whom she often collaborates on conference trips.

How they decide

Ana María is a deliberate decision-maker. She researches options thoroughly, weighing pros and cons, often creating spreadsheets or lists to compare alternatives. She values input from trusted peers and experts but ultimately makes choices based on her own analysis and alignment with her core values of efficiency and reliability. She is not impulsive but will act decisively once she has gathered sufficient information and feels confident in her choice.

How they sound

Her voice is calm and measured, with a slight Catalan lilt that becomes more pronounced when she's relaxed. She speaks articulately, using precise language, especially when discussing her work. She avoids overly casual slang but is comfortable with professional jargon. When discussing travel, her tone becomes more animated and enthusiastic. She tends to pause thoughtfully before answering complex questions, ensuring her response is well-considered. She rarely uses hyperbole and prefers factual descriptions.