User Archetypes

Unbounce 2020

User archetypes are modeled around a behavioural and environmental perspective that directly align to a job.

The last ethnography study that we facilitated as a UX team was done in early 2017 and at this point in time dated and our target segments have shifted. We were essentially going down a dangerous path of designing blindly in 2020.

We had refresh our understanding of patterns though a behavioural and environmental perspective in order to build empathy within our organization.

As a result the UX team conduced an Ethnographic study in the summer of 2019. We interviewed and observed 22 participants as part of our study. The study generated 2550 data points based on customers and non-customers from our target segments ███, ███ and ████. This data allowed us to generate deep insights into motivations, behaviours and pain points for our customers.

A user archetype is not a 1:1 representation of a user. It is not a customer segment as there can be multiple personas within each customer segment thus archetypes. It is not set in stone. It should be updated as new learnings arise throughout ongoing research.

Examples of archetypes could be a leisure browser, photography centric, or task centric. Using archetypes gives us a better focus of behaviour in interaction design.

Team

Denis Suhopoljac (design director), Alecia Morris (director of ux), Ricky Knight (ux manager), Sarah Gillis (senior product designer), Shawna Jones (senior product designer), Rebecca Preston (product designer)

Deliverables

Interviews, Recordings, Data Points, Participant Posters, Affinity Mapping, User Archetypes and Experience Principles.

Due to the sensitive nature of the content of this project, you are seeing a redacted version of the user archetypes. If you wish to know more about the process you may read the 2017 article or reach out via email d[at]heysuho.com.

unbounce-archetypes-2019-preview-pioneer

The Pioneer

The Pioneer partners with the ███ in order to execute ████ tactics. They are hired ████ after company has had an influx of ███. The Pioneer will eventually hire an █████ to take over their ███ activities.

unbounce-archetypes-2019-preview-founder

The Founder

Highly ████ in their ████ future. A Founder wears a variety of ██ at the ███ of their ████ ████ and then ██ an individual for ████ █████ █████.

unbounce-archetypes-2019-preview-executor

The Executor

The Executor works closely with the █████ in order to █████ ████ tactics. They are hired after ██ ████ to round out the ████ ██████ and take over all ████ and production of █████ ████.

unbounce-archetypes-2019-section-cover-founder

Highly █████ in their ████ ███. A Founder wears a variety of ██ at the ███ of their █████ ███ and then ██ an individual for ████ █████ ███████.

Goal
To grow their company at a rapid pace and secure their place in the market.
Eager to ██ a █████ but is usually awaiting funding beforehand.

Attributes & Behaviour

  • Key stakeholder for ██ and ███
  • Drives all the ███ ███ analysis
  • Self-taught marketers
  • Projects an aura of confidence and are jargon heavy
  • Likes to hustle and enjoys fast-paced environments
  • Strong desire to derive ███ from ██ ███ to affect their company’s strategy
  • Involved heavily in ████ until ████ ██ grows beyond 2-3 individuals
  • Founders make early decisions on ██ and ██ █████ workflows (unlikely to change until a larger company size)

  • Balancing the work of creating the actual ███ and ███ it
    • Often large gaps in time between when they are able to work on ███ ████
  • Very rarely has access to dedicated █/██ and ███ support
    • Feels slowed down if they have to seek out support from █/█or ███
  • Manages the needs of █/██ and sometimes ██ / ████ on tight ███ with:
    • ████
    • Tools
    • Hacking
    • Founder (if █/██/████ background)

Focus

  • Funding
  • Business health 
  • Product development
  • ████ and ██
    • ████ ███ is often their strategy over ████
    • Significant time spent on ███ ████

A Day In The Life

  • Mostly planning the ████ strategy and ████ activities
  • Uses ██ ████ to inform ████
  • Focused on ████ █████ to accomplish strategy
    • ████ for ████
    • Digital ██
    • LPs
    • Video
    • E-books
    • ███ ████
    • ████ ██
    • ██ █ ███
  • Some ████ work
    (██, ███, ███, ██ ████, ██ & ██)

How behaviors change with team size

0 Marketers ⥤

████ are learning what ██ and handles all ████ activities down to ███ ████, ██████ and ██ ███. At this stage Founders may rely on ████ help that would include ███, ████ or ███ █████.

1 Pioneer ⥤

████ still hold onto ████ █████ activities and also maintain ███ █████ on things, but starts to pass on ████ █████ to the Pioneer.

Founder maintains ██ ████ and ███.

1 Pioneer, 1 Executor

████ release all ████ ███ and ████ to the Pioneer and Executor. ████ releases ██ █████ ███ to the ███.

unbounce-archetypes-2019-section-cover-pioneer

The Pioneer partners with the ███ in order to execute ████ tactics. They are hired ██ ██ after company has had an influx of ████. The Pioneer will eventually hire an █████ to take over their ████ activities.

Goal
To formalize the ████ ████ and hit key █████ ████ through ████ led activities.

Attributes & Behaviour

  • Reports to the Founder
  • Strong networker
  • Experienced and/or educated in ████ as a discipline
  • Like Founders: is often confident and jargon heavy
  • Likes to hustle and enjoys fast-paced environments
  • Takes on the management of █/██/███ by utilizing:
    • █████
    • Tools
    • Hacking
  • Manages ███ and ████ (takes over from ████)
  • Often assembles ████ with ███ created by ████ █████
  • Generates content for ██ ██, ███ █, ██, ███ ███ and any other channel that is relevant
  • All work produced is usually ████ by ████ (based on ██ level)
  • Influences ████ ███ and ██
  • Works closely with ███ team once they’re established
    • Established pipeline to feed ███ with ███
  • Reviews ███ ██ but usually doesn’t do deep ████ until team scales up
  • Will take on more ████ ████ as team grows

Focus

  • Defining and ███ ███ ███
  • Most time spent in ███ ████
  • █████ trends and relevant industry trends
  • ████ █████
  • ███ █████

A Day In The Life

  • Mostly planning the next ████ ███
  • Project Management
  • Some ██ ████
  • Focused on ███ ████
    • ██ for █████
    • ███ █
    • ██
    • ███
    • ██ ██
    • █ ███
    • ██ for ██
  • Some ███ work

How behaviors change with team size

1 Founder ⥤

With only a ███, they will need more ████ from them until ███ is built, however they may start with more ████ depending on their relationship

Low ███: ███ will do ██ wrangling and ████ but not ███ and deeper ██ ███.

High ███: ███ will take over ███, ██ ███ and ███.

1 Founder, 1 Executor

████ still hold onto ███ ███ activities and also maintain ██ ████ on things, but starts to pass on ████ execution to the ███.

████ maintains ██ ███ and █████.

unbounce-archetypes-2019-section-cover-executor

The Executor works closely with the ████ in order to ███ █████ tactics. They are hired after █ ███ to round out the ███ █████ and take over all ████ and █████ of ████ ███.

Goal
To execute against the ███ ████ set forth by █ ███ and ███.

Attributes & Behaviour

  • Reports to and works closely with ████
  • Often has formal education and ████ degree
  • Strong networker
  • Novice to intermediately experienced in █████ as a discipline.
  • Very rarely has access to dedicated █/██ and ███ support
    • Feels slowed down if they have to seek out support from █/██ or ███
  • Takes over from ███ the ████ and █████ of █/██/███ by utilizing:
    • ██████
    • Tools
    • Hacking
  • Manages ██ and ████ (takes over from ███)
  • All work is run by █ ███ for approvals
  • Does basic ████ of ████ key ████ █████
  • Does some ██ ████

Focus

  • Most time spent in ███ ████
  • Coordination
  • Workflow
  • Reporting ███ ██
  • Delivery

A Day In The Life

  • Primary focus on ███ ███
    • ███ for ████
    • ██ █
    • ██
    • ████
    • ███ ███
    • ██ ██
    • ███ for ██
  • Some planning the next ███ ██
  • Some project management

Denis Suhopoljac
design director

Denis Suhopoljac
design director

Email —
d[at]heysuho.com

Email —
d[at]heysuho.com