This document outlines a presentation given by Booz Allen Hamilton's design thinking team on creating archetypes and personas. It begins with an agenda for the presentation and introductions. It then discusses the history and purpose of archetypes and personas in marketing, software development, and design thinking. Examples are provided of how archetypes and personas were created to improve experiences at a children's hospital and for understanding employees at Booz Allen. The document concludes with an exercise where attendees create archetypes and personas for different types of airline passengers to identify opportunities for improving the customer experience.

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Archetypes & Personas
Bringing User Needs To Life
May 2016

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Agenda
7:00 - 7:30 Intro
Our Team
Archetypes & Personas
Case Examples
7:30 - 8:45 Workshop Exercise
Introduce Scenario
Create Archetypes
Share Out
Create Personas
Share Out
8:40 - 9:00 Wrap up – Q&A

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Intro to Booz Allen’s Design Thinking Team
Aza
Jenny
Alissa

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Initiate Immerse Interpret Inspire Invent Implement Inform
Our Design Thinking Process
Archetype &
Persona Creation
Iterate

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Archetypes & Personas
Where did they come from?
Different Needs Warrant Different Designs

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In Marketing
used for
customer
segmentation
In Software
Development
to aid user-
centered
design
In Design
Thinking &
Service
Design
to synthesize
user research
1956 -1993 1975 - 1998 1987 - 2005
A Historical Perspective

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What they are
Archetypes are constructed based on
user research and express the
behaviors and attitudes of different
types of consumers.
Personas are fictional characters that sit
beneath Archetypes – a breakdown of
the archetypes into distinct
personalities.

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Why use them
They are design tools meant to engage
our empathy in order to make more
informed design decisions – going
beyond traditional methods of
demographics, market segmentation,
and need statements.

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When to use them
Archetypes are lenses through which
the teams can uncover, create and
assess gaps and opportunity areas.
Personas are also used as lenses, often
utilized downstream to make more
precise design decisions during
solutioning and prototyping.

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How to use them
1. Begin with the user research
2. Synthesize findings into key
consumer segments that emerge
3. Identify key attributes
4. Develop archetypes based on top
attributes
5. Construct different personas based
on the archetype that capture
unique aspects of the user

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Case Example
Improving The Children’s
Inn Experience

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To better understand how we could improve the
resident’s experience at the Children’s Inn our
interviews represented a range of experiences,
including caregivers, patients, interns, staff, and
volunteers.

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We gathered over 2900 data points that fueled our
creation of insights and ultimately solutions.

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I need…to make the best decisions I can
for my son and my family / to have
accesss to informa@on / to be able to
connect with other people who are going
through similar experiences / to spend
@me with my family.
I want to know...about all of the different
treatment op@ons for my son/ about all
of the latest experimental treatments/
how I can make an impact on others/ how
I can provide for my family financially.
I love…the aIen@on to detail that TCI
puts in/ keeping busy / helping others
even when I feel as if I can’t help myself/
Being in the know of my son’s treatment.
I am frustrated when...people aren’t on
@me / my family and friends don’t
understand how to empathize with me /
I’m too exhausted to do anything else or
be there for my family / I can’t work
because of healthcare assistance policies.
In my future…I hope that there is a cure
for NF1 and that Daniel was able to help
find that cure/ my other children will go
on to lead happy and successful lives/
Daniel’s legacy will live on.
I feel that…I am overwhelmed and @red /
depressed with the reality of our
situa@on / I want my son to have the best
quality of life he can / I am doing the very
best I can to help my child
“We get through each day one day at a
@me. We can’t think about a year from
now or even next week. We are just
surviving.”
Dana/// NF Families Founder
California/// Married with 4 children
Info gathering…
Consistently feels…
Relationships
are…
View of the world…
PASSIVE
ESSENTIAL
STRESSED
REALISTIC
Dana
Sample Persona of a Caregiver.

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Idea #1 – Mentor app
Idea #2 – Personal experience app Idea #4 – Welcome pack/starter kit
Idea #3 – VR tour
Top Ideas selected to address different user needs.

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Currently prototyping Welcome pack/starter kit
focused on improving Caregiver and Patient
experience.

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Case Example
Understanding
Booz Allen
Employees

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The Problem
Who are Booz Allen Employees?
How can we understand and improve the employee experience?

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Attributes
Attributes are the subconscious motivations driving human
behavior and choice. Our research revealed a number of
dimensions that could describe Booz Allen Employees.

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Archetypes
The Caretaker The Counselor
The Advocate The Chaser

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Personas
Meet Jill, a Caretaker. She has two kids, lives in California, and
works remotely. She values her family over her own professional
growth. She focuses on being productive by teleworking. She
supports her team but doesn’t strive to go above and beyond.

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Archetype & Persona Creation Workshop

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Some things to keep in mind
SO…
1. We do not have any
user research
2. We do not have
enough time even if
we did
3. We want to use this
opportunity to get
your feet wet
• Keep an open mind
• Engage and actively
participate
• Have FUN!

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The Scenario: A day in the life of an airline passenger

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Different Types of Passengers
Business Traveler
Leisure Traveler
Family with Children
Special Needs

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Exercise
Creating Archetypes

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Divide into groups
Imagine that your client is a large airline who wants to improve
the passenger experience. Categories like ”business traveler”
and “families” are too large. They want to hone on specific aspects
of those experiences.
Table 1+2
What are the unique business traveler personas?
Table 3+4
What are the unique family personas?
Table 5+6
What are the unique leisure traveler personas?
Table 7+8
What are the unique special needs?

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Set up your workspace.
On your butcher paper, leave room for attributes, 2x2 matrix,
archetype name, and description.
Archetype 1
Descrip)on
Archetype 2
Descrip)on
Archetype 3
Descrip)on
Archetype 4
Descrip)on
ATTRIBUTE 1
ATTRIBUTE 2
ATTRIBUTE 3
ATTRIBUTE 4
ATTRIBUTE 5
ATTRIBUTE 6
ATTRIBUTE 1
ATTRIBUTE 2

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Brainstorm attributes.
At your table, brainstorm different psychographic attributes for your
user group. Once you have a good list (aim for 10), test them out!
TRAVEL EXPERIENCE
SOCIALIZATION
CONFIDENCE
TOUCH-SPACE
ENERGY
CONECTEDNESS
Frequent flier First @me
Relaxed Anxious
ChaIy Quiet
PDA Needs space
Time to unwind Time to engage
Unplugged
Plugged in

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Experiment.
Pair different attributes together and hypothesize the different archetype
that might live in each quadrant. See what resonates. Can you create a
matrix that gives you four distinct archetypes?
AUTONOMY
ACTIVITY LEVEL
INDEPENDENT
DEPENDENT
WITHDRAWN
INVOLVED
AUTONOMY
VIEW OF TECH
FLIGHT ANXIETY
ATTITUDE
Dependent
Apprehensive
Reassured
Nega@ve Cheerful
Distressful
Trus@ng
Independent
ATTRIBUTES

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Label them and give them a few more qualities.What would they say?
What secondary attributes are important? What makes a certain
quadrant unique?
AUTONOMY
VIEW OF TECH
FLIGHT ANXIETY
ATTITUDE
Dependent
Apprehensive
Reassured
Nega@ve Cheerful
Distressful
Trus@ng
Independent
ATTRIBUTES
AUTONOMY
ACTIVITY LEVEL
INDEPENDENT
DEPENDENT
WITHDRAWN
INVOLVED
The Recluses are happy
to keep to themselves. They
don't iden@fy with
mainstream culture and can
be set off by things they don't
understand.
The Grey Mavericks are
able to do things on their own and
are always interested in remaining
up-to-date. They have the most
diverse set of needs.
The Silent Strugglers
are dependent on others and not
prone to speak up for what
they need.
The Rulers are challenged to take
the airline journey by themselves.
They must constantly ask for what
they need. While they read, watch TV,
and strike up conversa@ons, they lack
the confidence to do things by
themselves.
Name and describe.

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Identify gaps.
Pick the archetype that seems the most ripe for innovation!
On an index card write the name on your archetype and which
part of the journey you’d like to improve for them.

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Swap Tables and
SHARE!

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Exercise
Creating Personas

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Pair up.
In groups of two create an empathy map for your new persona.
This will help you to consider their unique customer journey.

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Fill out the persona worksheet based off of the archetype that you
both felt has the most potential for innovation.
Create.
Lois, 76
Goals
FrustraYons
• Fostering and cul@va@ng
rela@onships with people
• Spending @me with family and
friends
Lois is flying for the first @me today since her husband past away. She
doesn’t par@cularly love flying, especially of flying alone, but her
daughter just had a baby and she wants to go see he new grandson.
She loves to talk to everyone she meets and show them pictures of
her family.
Thinking
• The last @me she flew was
with her husband
• Will she be able to get to the
bathroom when she needs
MoYvaYons
• Making her flight on @me
• Having a safe and
unevenlul flight by herself
• Spending @me with family
Feeling
• Anxious about flying by
herself
• Excited to see her new
grandson
• Complicated technology
• When its cold
• When there is no one to help
her
Overview

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Ideate.
Next: Now that you have created your persona, brainstorm potential
solutions for part in your persona’s journey that you identified as needing
improvement.

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Swap teams and
SHARE!

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Questions?
Comments?
Interested in learning more about our team ?
Contact us!
Remember to tweet your questions…
Wrap up