Introduction

Following the synthesis of research insights, personas were developed to represent key user groups and behavioural patterns identified during interviews.

Rather than focusing on demographics alone, these personas represent different decision-making scenarios within home design, including collaboration, independence, pre-existing environments, and shared ownership.

Each persona highlights a distinct set of challenges and is used to guide design decisions throughout the project.

Persona 1 — First-time buyer (structure seeker)

Emily Carter

Context

Recently bought a new-build flat with her partner. The space is empty, requiring decisions across all areas.

Behaviour & Mindset

• Feels overwhelmed by the volume of decisions
• Wants to make “correct” long-term choices
• Avoids rushing decisions without enough confidence
• Seeks reassurance rather than inspiration

Key Needs

• Structured decision process
• Clear prioritisation of what matters first
• Confidence indicators for decisions

Anchored Insight

Decision-making lacks structure and creates overwhelm.