User Archetypes

Unbounce 2017

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

The UX team conduced an Ethnographic study in the spring of 2017. 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 small to medium sized business in categories such as SaaS, Ecommerce and Agency. 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. This was one of our first big user research initiatives and it helped us understand user behaviour.

We were able to see their 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 how important each aspect of their focus is.

Team

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)

Deliverables

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

For more details on the process and how to create your own representation of an archetype read this 2017 article.

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

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

Attributes

• Budget conscious
• Time-constrained
• Handles stakeholder feedback
• Rallies Creator and team on vision and 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.

Goal
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