Phase: Discover

Milestone: Problem Discovery


User archetypes based on conversations with real people.


To ground our designs in reality. Makes us consider the goals, behaviors, and pain points of people who use our design. Unlike marketing personas, design personas describe how someone accomplishes goals.

HOW to do it

  1. Gather research from Discover Phase(eg User Interviews), in a way that’s easy to review. You can create placeholder personas without research to teach user-centered thinking. But because they’re stereotypes so avoid using them for implementable design decisions.
  2. Create a set of user archetypes based on how you believe people will use your solution. These typically get titles (for example, “data administrators”).
  3. Analyze your records for patterns as they relate to user archetypes. Specifically note frequently observed goals, motivations, behaviors, and pain points.
  4. Pair recurring goals, behaviors, and pain points with archetypes. Give each archetype a name and a fictional account of their day. Add a photo of someone who fits the description.
  5. Link your personas to the research that inspired them by annotation

Example Persona

Name: Kathy

Role: Marketing Manager

Age: 32

Education: Bachelor of Arts in Communication

Status: Single

Location: West Hollywood, CA



Kathy coordinates all of the marketing as well as the publicly available content on their web page. She’s trying to find an easy contemporary way of sending personal messages to prospective leads on their various social channels.

User Stories (Role + Task + Goal) 🛠️

Responsibilities 💼