Persona UX: What does the upper middle class think?

Developing products or services that meet the preferences of certain sections of society can be a challenging task. In this article, we introduce four personalities from the upper class. Each with different characteristics that help better understand their needs and concerns.

The old structurally conservative elite.

David is 78 years old. He believes in success and responsibility. He thinks he has both in his own hands. His life is built on living and showing his status as an educated and wealthy man. He wants exclusivity and orderly processes. Postmodern frills are not his thing. David likes to belong in the “right” circles. What he doesn’t like are things that don’t make sense, like projections of videos in the opera, because what’s the point?

The globally oriented and modern elite.

Simone is 52 years old. She believes in efficiency and innovation. Problems that exist are here to be solved. She is liberal and cosmopolitan in orientation and stands for personal responsibility. She loves exclusive objects and consumer goods of high culture and is digitally affine. Simone likes the quality and aura of high quality. What she doesn’t like is when products don’t keep up with the times. Nowadays, excellent digital solutions must exist in all areas of her life.

The individualistic lifestyle avant-garde.

Matilda is 51 years old. She sees herself as a progressive realist. What does that mean? She is optimistic about the future despite knowing the significant challenges ahead. A sustainable lifestyle without renunciation ideology – that’s her thing. Matilda likes it when some new exciting events and products surprise and fascinate her. What she doesn’t like is a dusty image and the pretentious arrogance of some people.

The system-critical former middle-class.

Ferdinand is 63 years old. He wants a secure environment. After all the back and forth caused by Corona and the war changes have to stop. Everything has to go back to the way it was before. He is the “middle class” that carries this country, so the state has to support him too! Because where are we going when even people like him can no longer afford what they deserve? Ferdinand likes products with tradition and history – here, the world is still in order. What does he not like? Do everything online!

The cosmopolitan critics.

Committed! Sovereign! Roland is 58 and belongs to the educated elite with post-material roots. He is self-determined and wants a pluralistic world, non-discriminatory and diverse. He is the social corrective, someone has to be, and he does it better than others. Roland likes it when young people become involved in art and culture. That’s important because how else are they supposed to do it? He doesn’t find the political opportunism in our country particularly significant.