Behavioral Archetypes:
Operators
This project was started to empower our team to immerse ourselves in what the user is doing and what they desire to achieve. There was a need for a clearly defined archetype separate from pre-existing market personas. Based on user behavior, the new archetypes would allow the team to establish accurate UX strategy to serve as a foundation for future projects.
My Involvement
User Research
Design
Year
2019-2020
We utilized pieces of previous user research as well as internal historical knowledge to build an initial “assumption archetype” to capture user goals, needs, and pain points as we saw it. This approach allowed us to move quickly to identify open questions and areas that needed validation.
After additional user interviews to validate assumptions and answer the open questions, we were able to establish a more accurate archetypes to utilize companywide.
Based on the archetypes, I created some focused scope user journey maps to highlight areas of opportunities and visualize areas of frustration per archetype.
