Sherie MitchellSelf actualising creative

BiographySherie 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 two-to-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.

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.

Typical day• 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

Media• 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

Empathy • 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

“I want creative fulfilment in my career and I want it on my terms.”

“I’ve been called an over sharer more than once.”“I’ll take the tube

over car debt any day.”

Millennial persona

Behaviour • 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

Motivation • 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

Triggers• 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

Activation• Be recommended by an influencer • Information value exchange • Brand / marketing recessive

Retention • Pre-empt behaviour & needs • High quality product • Thoughtful aesthetic; function & form

Churn• Poor customer experience - call centre,

web experience • Product enters mainstream • More accessible alternative available

heuro.net

• 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/

Image credits

Self actualising creative