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…
UX leader. Believer in human good.