Department For Transport
Details
Zoe and Zahir are fictional characters that provide us with 2 illustrations of the people that belong to the young low income, without cars segment.
People in this segment are younger adults, living in urban areas. They are most likely to be students, unemployed and looking for work or earning a low income. They may also be finding it difficult to manage financially.
This persona pack outlines:
- enablers and barriers to different transport modes
- general transport habits
- frequent and less frequent journeys
- 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.
Zoe and Zahir are just 2 of the Department for Tranports existing 12 transport personas. For more information, see Transport personas: understanding different users and their needs.