Archetypes & personas
Design tools
To create a common vision, in a user centric project, you need to understand whom you are designing the experience for. This is where personas and archetypes come into the picture. They help you understand the users better; what do they do, how and why?
To create a common vision, in a user centric project, you need to understand whom you are designing the experience for. This is where personas and archetypes come into the picture. They help you understand the users better; what do they do, how and why? To save time I decided to design a set of commonly used archetypes that can be adapted depending on the project.
To create a common vision, in a user centric project, you need to understand whom you are designing the experience for. This is where personas and archetypes come into the picture. They help you understand the users better; what do they do, how and why? To save time I decided to design a set of commonly used archetypes that can be adapted depending on the project.
Archetypes
Most projects tend to leave very little time to creating artifacts with more character than a simple illustration. Because of this, I decided to pre-design a set of commonly used archetypes that can be adapted depending on the project and the brand.
Personas
Unlike Archetypes personas usually need to be more specific in regard to the visualization. If you're working with a healthcare organization you need different looking personas than if you're working for a construction company. Because of this I created a persona system, built with symbols in Sketch.
In the video above you can see the file in action. I quickly created some fictitious personas for Norwegian Air. I started by changing the 'color styles' to Norwegians brand colors, then I added the clothes and other accessories needed to create the different personas.
If you have suggestions on clothes and accessories that are missing to make the file even better, please let me know. I'm planning to have the file available for download when I'm done and have cleaned it up.
About
Johan Heikensten, Design Director & Strategy Consultant from Sweden
Johan Heikensten,
Design Lead & Strategy Consultant from Sweden
Johan Heikensten, Design Lead & Strategy Consultant from Sweden
©2019 ymer design
©2019 ymer design
©2019 ymer design