Thursday, January 24, 2013

Persona & Empathy Map



Denaya is a 31 year old woman who is married with no children, no debt, lives in San Francisco and works as a physical fitness professor. 
Denaya thinks about her future on a regular basis.  Specifically at this time she thinks most about purchasing a home with her husband and the potential of starting a family.  In addition, her job is not just a job, but part of her lifestyle as well.  She works out regularly, not only to keep in shape, but also to further her knowledge and ability within her profession.  She aspires to be a full time professor instead of working at multiple different schools part-time.  She recognizes that the educational institutions that she works at do not currently have full time positions available, and worries that when one does open up the competition for that position will be intense.  She regularly works to find ways to make herself more valuable to these institutions so that she will have a better chance at a full time position when it comes up. 
Her worries do not end with her career.  She worries about the housing market in San Francisco.  While her husband makes a healthy income, her income is also necessary to afford a home.  The housing market in San Francisco is one of the most expensive in the nation, yet she has high hopes for a delightful and lovely home in the heart of the city.  So far, she has seen no homes that match her hopes and are within her budget.  Additionally, while looking for a home she must take into consideration how the home would be to bring up a child.  This is an added concern while house hunting. 
Starting a family is an even bigger concern for multiple reasons.  First, there is intense pressure from her overzealous mother to start trying for a child.  She does not want to discuss the possibility of starting to try for a baby in fear of her mother becoming controlling in regards to the process.  Additionally, trying to get pregnant is not always an easy thing.  While in her head she hopes that she will get pregnant right when she is ready, that is regularly not how it works.  It can be very difficult, stressful, time consuming and expensive to get pregnant.  In addition, having a child is very expensive, especially if you plan to bring them up in the city of San Francisco.
            Denaya has her eyes open.  Yet, she sees the world with rosy colored glasses.  She has an incredible relationship with her husband who she has been with for more than a decade.  She has a loving family and enjoys her career.  She strives to present herself to the world the way that she sees herself.  For this reason she has close relationships with other dancers and fitness professors as well as her students.  She sees herself as an upstanding citizen who has improved as a person year over year.  In addition, she sees herself as a catch that her husband is lucky to have because of her beauty, kindness and curiosity about the world.  She surrounds herself with beautiful things and people as that is what she prefers to see.
            As someone who is improving as a person on a regular basis she aims to put her best foot forward at all times and is genuinely interested in the world and others.  As a fitness professor she recognizes that her work clothes do not consist of suits, yet she must make a respectable impression on her students.  For this reason she prefers high end workout attire such as Lululemon.  She sees this brand as something that reflects how serious she is about her position and exudes professionalism.  She also recognizes that she must have knowledge beyond her own career in order to be a positive part of the community.  She reads regularly and listens to podcasts that increase her knowledge about the world.  Because of this she is able to hold interesting and well-informed conversation with a variety of people on a variety of topics.  While she appreciates those who add to her life intellectually or creatively, she has little patience for those who have little to contribute and prefers to not make an effort with those that she sees as such.
            Denaya has a plethora of positivity around her.  As she has a very close immediate family she is regularly inundated with projections of love, appreciation and enthusiasm.  She frequently receives positive reinforcement and complements from her husband and those around her.  As a professor she receives feedback on a consistent basis from both her students and her directors.  99% of this feedback is positive.  Her close relationships with her students allow her to act as a mentor as well as a friend, which gives her confidence and happiness.  Many of these students have spread the word about Denaya as a teacher, and because of this her classes always fill up and commonly have waitlists.  These students also invite her to social occasions in which they shower Denaya with praise and her only concern is that she portrays herself as the person that they describe her as. 
            As noted above, Denaya is at a major crossroads of her life.  She is officially an adult and this leads to many decisions as well as sacrifices.  Denaya and her husband love to travel—she must take into account how buying a home and having a child would affect this passion.  Money would obviously be much tighter and freedom would be limited.  Being able to haphazardly make decisions would not be possible.  Everything she did would have to be planned and prepared.  She fears that having a family will limit the ease in which she currently lives her life.  She wonders if she as a person will change when she has a child.  She wonders if she will even enjoy having a family.  She sees the intensity and control that her mother has within her family and hopes to be able to avoid some of those tendencies.  Or, are those tendencies completely necessary in order to have a thriving family?  She also fears that her dreams of having a family in the city are impossible.  She does not want to have to change her plans, but recognizes that things do not always go according to initial plans.
            During this time Denaya is looking for role models and mentors to help her keep her head on straight.  It is very difficult to balance all of the aspects of life that she is hoping to balance, while not going completely insane.  She is a young, happily married woman with drive and ambition who is hoping to have it all and is aiming to start that adventure as soon as possible.