↓ User Archetypes
Unbounce 2017


User archetypes are modelled around a behavioural and environmental perspective that directly align to a job. They clearly illustrate who we are designing for. 


The Problem

At this point in time in 2017, Unbounce was a landing page platform that enabled marketers to build, publish and test landing pages without IT. At this point in time we had 10-15k customers and our efforts were targeted at medium sized businesses. We needed to understand our customers, portray who they were and what their day to day challenges looked like. We lacked a clear illustration, who we were designing for.

Denis Suhopoljac (design director)
Alecia Morris (director of ux)
Ricky Knight (ux manager)
Sarah Gillis (senior product designer)
Topp Brocales (product designer)
Sarah Gillis (product designer)
Denise Villanueva (product designer)


Ethnography Study
Affinity Mapping
User Research
Poster Design


The Approach

In 2017 the UX team conducted an Ethnographic study of our existing and potential customers. We interviewed and observed 20 participants as part of our study. The study generated 550 data points based on customers and non-customers from our target segments of medium sized business from a variety of industries.

This data allowed us to generate deep insights into motivations, behaviours and pain points for our customers. We got a good understanding what our customers do on a daily basis and in what context our tool is used. We were able to see the marketers challenges in a new way, which inspired us to embody them in a direct representation of an archetype. It allowed the UX team to use archetypes as a guiding light. It informed our decisions whenever we were defining and designing new features. We understood how sophisticated our archetypes are, what matters to them and where they spend most of their efforts.


The Hero looks at the big picture. They are focused on managing their clients and stakeholders. They need to consistently demonstrate their success.

Growing their business by maximizing ad spend to hit conversion targets.

↓ Attributes
- Budget conscious
- Time-constrained
- Handles stakeholder feedback
- Rallies team/creator on vision & strategy
- Mitigates risk with 3rd party tools
- Tools have to scale with needs


↓ Focus
- Reporting
- Project management
- Data analysis
- Conversions / ROI
- Overall campaign strategy
- Business development



The Creator is the one in the trenches creating the content. They are most likely working with a copywriter or writing the copy themselves. Their focus is on the craft.

Achieving their vision with pixel perfection.

↓ Attributes
- Hands-on with the building process
- Tries different tools all the time
- Builds in UB but initially creates in other tools
- Uses a web of tools to expedite the creation process
- UB is part of a larger tool ecosystem
- Tools have to scale with needs
- Works closely with project managers
- Time constrained
- Handles multiple projects


↓ Focus
- Optimizing workflow to maximize effectiveness
- Concerned with outputs: visual quality rendering, web performance, production speed
- Quality of brand representation and their craft


The Outcome

  • Alignment with PM, Engineering and Revenue teams who we are designing for.
  • Enabled us to frame, deliver and ship product value for each archetype based on their focus so that they can “build, publish and test landing pages without IT”.
  • Built empathy by crystalizing a deep understanding of attributes and behaviour for Creator and Hero.
  • Archetypes became the anchor points for trade off conversations with Engineering & PM.
  • Enabled us to build a shared understanding of our users across the organization.

— Denis Suhopoljac
Design Leadership @Asana
Previously @unbounce
Footy Fanatic. Metal nostalgic \m/
Born in Bosnia. Raised in Germany. Living in Canada.

— Contact