18 Questions
What is the primary goal of creating archetypes in innovation?
To amplify a specific behavioral quality of a market segment
What is the main difference between archetypes and personas?
Personas represent demographic characteristics, while archetypes represent behavioral qualities
What do Proud Planners love to do?
Plan and organize their trip
What do Wistful Worriers often do before leaving for a trip?
Ask friends and colleagues for advice
What do Dauntless Delegators hate to do?
Figure out all the details of their trip
What can development teams use archetypes to do?
Anchor their app design and user experience
Why are archetypes useful in innovation?
Because they help understand behavioral qualities of customers
What is the purpose of identifying archetypes in innovation?
To understand how customers approach a task
What do Wistful Worriers love to do after their trip?
Talk about the things that could have been better
How can development teams use archetypes?
By designing for some archetypes, without disrupting the experience of others
What is the primary goal of Step 1 in creating customer archetypes?
To identify direct quotes that capture emotional or behavioral insight
What is the purpose of refining patterns and themes in Step 2?
To surface standout observations and patterns for ideation
What is the purpose of creating customer archetypes?
To create meaningful insights into customer behavior
What is the outcome of shadowing and interviewing business and leisure travelers?
Complaints about packing and arriving feeling unprepared
Why is it important to capture blind spots in customer research?
To crack open new opportunities
What is the outcome of Step 1 in creating customer archetypes?
Instances of signs of gold, such as direct quotes and recurring themes
What is the purpose of calling out instances of signs of gold visually?
To make it easier to refine patterns and themes
What is the outcome of refining patterns and themes in Step 2?
Surface standout observations and patterns for ideation
Study Notes
Identifying Insights for Product Design
- Hone in on what isn't effortless and delightful for travelers today to inform product design and development.
- Archetypes are ageless, genderless representations of "types" of people, amplifying specific behavioral qualities.
Archetypes vs. Personas
- Archetypes represent a market segment and focus on habits people exhibit when performing tasks.
- Personas are fictionalized characters with demographic characteristics.
- Archetypes have a bias towards habits, whereas personas focus on demographics.
Examples of Archetypes
- Proud Planners: love planning and organizing their trip, even enjoying it more than the actual vacation.
- Wistful Worriers: embrace travel but get nervous, seeking advice from friends and colleagues, and often arrive flustered.
- Dauntless Delegators: hate planning details, enlist others to do the work, and enjoy an amazing experience while traveling.
Using Archetypes in Product Design
- Development teams can use archetypes to anchor their app design and user experience to delight targeted archetypes.
- Teams can design for all or some archetypes without disrupting the experience of others.
Creating Customer Archetypes
- Capture and cluster insights by reading through notes, identifying meaningful anecdotes, and recurring themes.
- Edit and refine patterns and themes, keeping the charter in mind and surfacing standout observations and patterns.
Synthesizing for Meaningful Insight
- Summarize findings to draw vital conclusions about who customers are.
- Identify direct quotes, recurring themes, blind spots, validation, and confirmation of previous hypotheses with evidence.
Innovation Customer Discovery Learn to transform customer research into meaningful insights by identifying and analyzing customer archetypes. Create deep customer profiles with anthropology-derived methods.
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