Data Collection
Data Collection

Demandforce archetypes were created using data from various sources. 

Empathy Maps
Empathy Maps

Part of creating personas is being able to empathize with the customers. We use empathy maps on our teams to collectively use our senses and put ourselves into their shoes. 

Brainstorming Personas
Brainstorming Personas

As a way to generate a collective understanding of our user base, I facilitated a brainstorming workshop to come up with as many personas as we could. The contributors included stakeholders from cross-functional teams, e.g., customer support, marketing and business development. 

Affinity Diagraming
Affinity Diagraming

During the brainstorming workshop, the group broke into teams to synthesize the collection of personas into themes. 

Ecosystem Mapping
Ecosystem Mapping

Using Omnigraffle, I plotted the themes into an ecosystem map and built on the artifacts, actors and contexts of the small business environment. 

Ideation of Archetypes
Ideation of Archetypes

Originally we started with 13 different archetypes. We based them on behaviors, motivations, needs, context and character traits derived from the persona brainstorm. We eventually reduced them to 4 and distinguished the other types were actually modes that were flexible and dynamic. 

Baseline Scales
Baseline Scales

The process of getting to 4 archetypes and 4 modes involved thorough analysis and healthy debate on where they would fall along various scales, from marketing expertise to authority level within the business, i.e., as a staff or the business owner. 

Example Archetype
Example Archetype

This is the Specialist archetype. The poster was created to communicate the result  the 3 month project. The structure of the layout is broken up into Name of the Archetype, Description of their strengths and behaviors, perceived engagement level with our product, where or not they fall into the owner or staff position within the business, Basic examples of personas from real people, Baseline scales, and Design Considerations. 

Vertical Specific Matrix
Vertical Specific Matrix

This was part of a marketing project to look into the different customers we cater to by business industry. We created a matrix to identify their needs and pain points and plotted them according to the main features we offer.

Data Collection
Empathy Maps
Brainstorming Personas
Affinity Diagraming
Ecosystem Mapping
Ideation of Archetypes
Baseline Scales
Example Archetype
Vertical Specific Matrix
Data Collection

Demandforce archetypes were created using data from various sources. 

Empathy Maps

Part of creating personas is being able to empathize with the customers. We use empathy maps on our teams to collectively use our senses and put ourselves into their shoes. 

Brainstorming Personas

As a way to generate a collective understanding of our user base, I facilitated a brainstorming workshop to come up with as many personas as we could. The contributors included stakeholders from cross-functional teams, e.g., customer support, marketing and business development. 

Affinity Diagraming

During the brainstorming workshop, the group broke into teams to synthesize the collection of personas into themes. 

Ecosystem Mapping

Using Omnigraffle, I plotted the themes into an ecosystem map and built on the artifacts, actors and contexts of the small business environment. 

Ideation of Archetypes

Originally we started with 13 different archetypes. We based them on behaviors, motivations, needs, context and character traits derived from the persona brainstorm. We eventually reduced them to 4 and distinguished the other types were actually modes that were flexible and dynamic. 

Baseline Scales

The process of getting to 4 archetypes and 4 modes involved thorough analysis and healthy debate on where they would fall along various scales, from marketing expertise to authority level within the business, i.e., as a staff or the business owner. 

Example Archetype

This is the Specialist archetype. The poster was created to communicate the result  the 3 month project. The structure of the layout is broken up into Name of the Archetype, Description of their strengths and behaviors, perceived engagement level with our product, where or not they fall into the owner or staff position within the business, Basic examples of personas from real people, Baseline scales, and Design Considerations. 

Vertical Specific Matrix

This was part of a marketing project to look into the different customers we cater to by business industry. We created a matrix to identify their needs and pain points and plotted them according to the main features we offer.

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