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Our team needed a clear understanding of our users' goals, frustrations, and behaviors after using outdated personas.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
