People

Personas.

Four named people Sprout exists to serve. They're not stand-ins — they were synthesised from 60+ field interviews across our markets. Design with them sitting next to you.

AL
The Estimator

Anna Lindgren

Calculator at a Swedish general contractor
· 47· Göteborg, SE· Lights: indoor (light mode)
"Don't slow me down. I'm doing this 14 times a month."
Goals
  • 01Land a defendable price on a 200-line tender in under three days.
  • 02Re-use last year's project as a starting template, line-for-line.
  • 03Hand off a clean budget to the project manager without losing the thread.
Pains
  • 01Half a calculation lives in colleagues' heads — not the system.
  • 02Customers send PDFs, not measurements.
  • 03Unit prices change quarterly across 6 suppliers.
Environment

Indoor office, two screens, fluorescent overhead, 9–17 with a half-day from home Fridays.

Tools
  • Sprout · Ibis
  • Excel for ad-hoc maths
  • Outlook for tendering
Input style

Power user — F2 to edit, Ctrl-D to fill down, Tab to traverse cells.

Why we publish them

Four shorthand names that reset every product debate.

Synthesised, not invented

The four personas are composites drawn from sixty interviews across Sweden, Finland, Denmark, the Netherlands and Belgium. Anna, Lars, Kim and Saara aren't real people, but every detail on these pages is.

They're a forcing function in design reviews. "Would Lars do this from a site cabin in the rain?" is a faster question than "is this responsive?". "Can Anna keyboard through this in three seconds?" is faster than "is this accessible?".

When a feature can't name a persona it serves, it probably shouldn't ship.

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