Lavinia Rehwagen

Why this persona fits the audience

Used to sing in a university a cappella group, then took a long break during early career years. She is back practicing solo and with two friends, currently running short drills in Simply Sing on her iPhone and logging results in Notion after each session.

• Age: 36
• Location: Berlin, Germany
• Occupation: Product designer
• Income: €78,000/year
• Education: Master's degree
• Company size: Startup (approx. 40 employees)
• Years in role: 5

“The most satisfying solutions are those that feel inevitable once discovered, like finding the perfect harmony.”

Lavinia Rehwagen, 36, is a dedicated Product Designer living in Berlin, Germany, earning €78,000 annually. Her journey into design was fueled by a natural curiosity and a desire to create elegant, functional experiences. After completing her Master's degree, she dove headfirst into her career, initially putting her passion for singing on hold. During her university years, she was an active member of a competitive a cappella group, where she honed her ear for harmony and developed a deep appreciation for vocal performance. The demanding early stages of her professional life, however, led to a significant hiatus from singing. Now, with a stable career and a comfortable income, Lavinia is consciously carving out space for her rediscovered passion. She recently invested in a subscription for Simply Sing, an iOS application, which she uses daily for short, targeted vocal exercises. Her commitment to improvement is evident in her meticulous habit of logging her practice sessions and progress metrics in Notion, creating a personal database of her vocal journey. This methodical approach extends to her professional life, where she applies similar principles of analysis and iteration to her design work. She lives alone in a well-appointed apartment, prioritizing efficiency and aesthetic appeal in her surroundings. Her cycling commute is not just practical but also a cherished part of her routine, offering moments of reflection and physical well-being. While her career demands significant mental energy, Lavinia actively seeks balance, viewing her vocal practice as a crucial outlet for creativity and self-expression, a craft she is determined to rebuild with the same rigor she applies to her professional endeavors. She is currently focused on expanding her vocal range and improving her tonal quality, seeing it as a personal challenge akin to solving a complex design problem.

Background & daily life

A day in their life

Lavinia's weekday typically begins around 7:00 AM with a quick stretching routine and a cup of black coffee while reviewing her calendar. She cycles to her office by 8:30 AM, often listening to a design podcast. Her morning is dedicated to focused design work, perhaps refining user flows or preparing for a stakeholder meeting. Lunch is usually a packed meal eaten at her desk while catching up on industry news. The afternoon involves team stand-ups, collaborative sessions, and iterating on designs based on feedback. She leaves work around 6:00 PM, cycles home, and might squeeze in a 20-minute vocal drill before preparing a simple dinner. Evenings are for unwinding, perhaps reading or planning her next day.

Lifestyle

Lavinia lives a structured yet flexible life in a bright, minimalist apartment in Prenzlauer Berg. Her days are a blend of focused work and intentional personal pursuits. She cycles to work most days, enjoying the city's energy. Evenings often involve either a solo practice session with her singing app or meeting up with friends for a casual dinner or a concert. She prioritizes experiences over material possessions, investing in quality over quantity. Her approach to finances is prudent, saving consistently for future travel and professional development.

Work life

As a Product Designer at a growing tech startup, Lavinia's days are a dynamic mix of user research, wireframing, prototyping, and collaborating with engineers and marketing teams. She thrives on the challenge of translating complex user needs into intuitive interfaces. Her workspace is a standing desk adorned with a few well-chosen plants and a meticulously organized collection of design books. Coworkers describe her as reliable and insightful, though sometimes reserved. The pressure to constantly innovate and deliver polished designs within tight deadlines is a constant, but she finds satisfaction in the iterative process.

Relationships

Lavinia maintains close ties with her parents and a younger brother, who live in a smaller town in Bavaria. Her core social circle consists of a few long-term friends from university, including the two she now sings with. She values their intellectual discussions and shared appreciation for the arts. Her professional network is growing, but she tends to form deeper connections with individuals who share her passion for craftsmanship and thoughtful problem-solving.

How they decide

Lavinia approaches decisions with a blend of research and personal reflection. She gathers information, weighs pros and cons systematically, and often seeks out expert opinions or reviews before committing. For significant choices, she might create a simple spreadsheet or a mind map to visualize options. She trusts her intuition but grounds it in data and logical reasoning, preferring to understand the 'why' behind a choice.

How they sound

Speaks with a clear, measured cadence, often pausing to formulate her thoughts precisely. Her vocabulary is articulate and professional, reflecting her education and occupation. She avoids overly casual slang or excessive jargon, preferring direct and thoughtful communication. When discussing her singing, there's a subtle shift towards more expressive language, revealing her passion for the craft.