UX Archetypes

I’ve spent over a decade crafting personas & customer journey maps for purposes ranging from marketing, usability, value proposition, and more. The concept of UX Archetypes (while similar to traditional personas) is something that speaks to me more as a user advocate, and provides integral value for meeting users where they want to be, outside of the context of a single product. Data driven archetypes that are backed up by thorough research allow UX practitioners and product owners to tap into what truly motivates users, as well as what goals they are trying to accomplish, without the added “noise” of framing the user around a particular feature, product, or business goal.

To create these archetypes, I paired closely with our UX research team, and ensured that what was created was something that could evolve agnostically to a brand or product. The archetypes below give nuanced, but clear information about user groups, and provide a key piece of strategy when crafting best practice solutions.

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