Young urban families persona: Farah
Helping DfT understand the transport needs of people with young families balancing childcare and work responsibilities.
Applies to England
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Farah is a fictional character that provides us with an illustration of a transport user who belongs to the ‘young urban families’ segment.
People in this segment are part of young families who live in urban areas in England. They have children in the household and their routines are built around balancing childcare and work responsibilities.
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 priorities for improvement for this user group.
Farah is just one of the Department for Tranport’s 12 transport user personas. For more information, see Transport user personas: understanding different users and their needs.