18F

18F - Archetypes

Archetypes are user representations based on research. They synthesize qualitative data into actionable profiles. Unlike assumption-based personas, archetypes come from observed behaviors, goals, and contexts. In this 2-hour exercise, teams analyze research, identify behavioral clusters, and craft archetype documents. These include goals, needs, attitudes, and pain points. Each archetype gets a descriptive name. The documents help teams focus on users during design, resolve disputes with evidence, and identify solution gaps. Archetypes align cross-functional teams on their target users.

Duration
2 hours
Group Size
3-6
Category
18F
Difficulty
Easy
Energy
Medium

Objectives

Archetypes help understand users with shared behaviors and desires. They avoid the bias sometimes introduced by demographic data.

Outcomes


  • Defined user archetypes.

  • Simplified user understanding.

  • Foundation for targeting.

Step-by-Step Instructions


  1. Gather research findings (contextual inquiry, interviews, surveys, data analysis).

  2. Analyze findings and affinity map for patterns.

  3. Create user archetypes based on:


  • Solution use.

  • User journeys.

  • Titles (e.g., "The Marketing Specialist").

  • Motivation narratives.

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Facilitator Tips

Consider using real user quotes to give archetypes more authenticity. I've found that adding too many archetypes (more than 5) can be confusing. I usually aim for 3-4.

Resources:

  • "Difference Between User Personas and Archetypes"

  • 18F Blog post (example of how user archetypes informed the Draft U.S. Web Design Standards)

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Research data.

  • Sticky notes.

  • Markers.

  • Archetype templates.

  • User photos/illustrations.

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Resources & Templates

User Archetype Template - Figma
Figma template for documenting user archetypes.

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Discussion

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