Demandforce archetypes were created using data from various sources.
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.
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.
During the brainstorming workshop, the group broke into teams to synthesize the collection of personas into themes.
Using Omnigraffle, I plotted the themes into an ecosystem map and built on the artifacts, actors and contexts of the small business environment.
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.
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.
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.
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.