From the course: Design Thinking: Customer Experience
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Archetypes
- A great customer experience relies on an organization's deep understanding of their customer. After all, how can you build a relationship with someone you barely know? So to get to this deep level of understanding, organizations use insights from contextual research to create archetypes. Archetypes describe patterns of behaviors, attitudes, and motivations shared between people. Traditionally, they were used by marketers as a way to trigger symbolic images in the minds of customers. So to anchor the brand against something iconic like Harley Davidson and The Outlaw, or Nike with The Hero. But this methodology has since been adapted by design-led businesses to make it easier to truly empathize with their customers when designing experiences. That's why when building archetypes, we seek to capture higher order needs like affiliation, belonging, or self-fulfillment. As these will do the heavy-lifting in establishing the deep trust that's necessary to create a lasting relationship…
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