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‘Brain’ by priyanka for the Noun Project.

What is an archetype?

Archetypes are a tool for people who make products to understand the people they serve. Serving people involves knowing their problems and ways of thinking. Without that, solving problems for people becomes a guessing game of solutions. An archetype acts as a model of a person’s behaviors and thinking which removes most guessing.

Isn’t that a persona?

Personas are fictional people who represent different types of users in a product. They often mix types of information to create empathy for the user. A persona might contain the fictional user’s age, behaviors, employment, frustrations, goals, income, job…

Daniel Cole

UX leader. Believer in human good.

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