Building user archetypes
Our team needed a clear understanding of our users' goals, frustrations, and behaviors after using outdated personas.
We conducted 4 user interviews and distributed a survey with 80+ responses. Using affinity mapping, we grouped common behaviors and goals, leading to three key archetypes: “The Salesperson,” “The Event Manager” and “The Event Operator.”
Project summary
Impact
-Led the user research phase, including interviews and surveys, to synthesize insights into user archetypes
-Mentored a younger designer throughout research and archetype building process
-Helped the team understand users clearly, which made design decisions easier and more focused
-Made it easier to choose the right features and explain our choices to stakeholders by using real user insights
2024 - 2025
