Department For Transport
July 18
08:30
2023
Details
Rosa is a fictional character that provides us with one illustration of a transport user who belongs to the urban professionals, without cars segment.
People in this segment are young urbanites who live near bus stops or train stations.
This persona pack outlines:
- enablers and barriers to different transport modes
- general transport habits
- frequent and less frequent journeys
- employment and working patterns
- use of technology and media
- shopping behaviours
- access to transport
- understanding transport choices
These personas are evidence-based and were developed using new survey evidence and ethnographic research to allow us to better understand the transport choices and potential areas of improvement for this user group.
Rosa is just one of the Department for Transports existing 12 transport personas. For more information, see Transport personas: understanding different users and their needs.