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.
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)
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.
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.
The Founder
Highly ████ in their ████ future. A Founder wears a variety of ██ at the ███ of their ████ ████ and then ██ an individual for ████ █████ █████.
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 █████ ████.
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
Focus
A Day In The Life
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 ███.
Goal
To formalize the ████ ████ and hit key █████ ████ through ████ led activities.
Attributes & Behaviour
Focus
A Day In The Life
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 █████.
Goal
To execute against the ███ ████ set forth by █ ███ and ███.
Attributes & Behaviour
Focus
A Day In The Life