Sherie Mitchell
Millennial persona
Self actualising creative
heuro.net
Biography
Sherie is a 29 year old interior designer living in trendy Shoreditch
London. Although she loves working in an independent interior design
studio, she eventually wants to start her own business. She’s begun
importing sustainable, ecologically friendly fabrics from Italy and selling
them online and is working to make her fledgling site to be a global
business one day.
Sherie burns the candle at both ends. While working full-time, running her
site she manages to still maintain an active social life. She’ll eat out twoto-three times a week. Will have a larger night out every couple of weeks.
She increasing prefers catching an obscure, offbeat performer with her
closest friends over a night on the town. It’s rarely more than three
months before Sherie gets on a plane and visits a Euro neighbour. She’s
spent a lot of her life travelling and spent her gap year volunteering in
several orphanages in India.
“I want creative
fulfilment in my
career and I want
it on my terms.”
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Creative fulfilment through my career
Growth: mastery, membership & meaning
Demonstrate my unique sense of taste
A breadth of rewarding experiences over
material possessions
Wellness - a healthy mind and body
A healthy work/life balance
Quality product over overt branding
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Morning coffee - read and explore
Micro-moments throughout the day
Capturing and sharing a moment in time
Anti-brands; quirky products
recommended by people I trust
Email newsletters: sales and events
Contextually relevant app notifications
“I’ll take the tube
over car debt
any day.”
Typical day
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Check phone throughout day
Morning run (Spotify) and yoga session
Eat breakfast from Pret-a-Manger while
walking to the tube
Listen to design and lifestyle podcasts
Varied day at work; conceptualisation,
presenting to clients, meeting new clients,
working with vendors etc
Catch up on news in between work breaks
Post work drink, dinner, show
Activation
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Behaviour
Triggers
Motivation
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Although Sherie has always laughed at the idea of a white picket fence,
part of her is getting tired of share housing. She’s beginning to want to,
gulp settle down. Sherie’s maintained a wedding Pinterest board for a
year now but would never tell anyone! Especially her boyfriend Chris.
Be recommended by an influencer
Information value exchange
Brand / marketing recessive
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Interior design books, blogs, podcasts and
social influencers
Apps: Facebook, Instagram, Twitter,
Pinterest, Sephora, eBay, Lonely Planet
Video: TED, Netflix, BBC iPlayer
Written: Guardian, NYT, Porter, Time Out
London, Monocole, trend/design blogs
Topics: design, architecture, food, travel
Email lists: Time Out London, Londonlist,
Etsy, Net-a-Porter, Gilt Group, Sephora
Retention
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Check Instagram and Facebook before
getting out of bed and going to sleep
Automatically open Facebook when
lonely, Instagram when uninspired and
Twitter when bored
Monthly shop for fast fashion online / app
Search YouTube for how to content
“I’ve been called
an over sharer
more than once.”
Media
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Pre-empt behaviour & needs
High quality product
Thoughtful aesthetic; function & form
Empathy
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Think: I’m a unique creative individual and
I’ve got a lot to offer the world
See: my greatest influencers are
accomplished people in my field
Feel: I abhor the status quo
Do: work hard on how people perceive
her, will exchange personal info for value
Churn
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Poor customer experience - call centre,
web experience
Product enters mainstream
More accessible alternative available
Image credits
Self actualising creative
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https://500px.com/photo/42095284/ride-bikes-sneak-peek-by-kris-mortensen
https://500px.com/photo/12517201/metro-by-appie-verschoor
https://www.flickr.com/photos/spierisf/8378846286/