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

  • Defined user archetypes.

  • Simplified user understanding.

  • Foundation for targeting.

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)


  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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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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  • Research data.

  • Sticky notes.

  • Markers.

  • Archetype templates.

  • User photos/illustrations.

Unlock Materials Required

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

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