This content originally appeared on NN/g latest articles and announcements and was authored by Page Laubheimer
Summary: Archetypes and personas used for UX work contain similar insights, are based on similar kinds of data, and differ mainly in presentation. Personas are presented as a single human character, whereas archetypes are not tied to specific names or faces.
Personas are a big source of confusion in the UX world. The core idea behind the concept is periodically reinvented and renamed. (This sort of vocabulary inflation is only too common in UX). I regularly see blog posts, talks, or articles purporting that personas are dead and advocating instead for a new technique. Nearly every time, the critique of personas is based on a misunderstanding of personas and the author’s “superior” innovation is a slightly different spin on the core idea.
One particular variant that I get asked about frequently in our UX Conference Personas course is archetypes. My typical answer is that (well-done) personas and archetypes are extremely similar, differing only in how the underlying insights are presented.
Note that this this article will be the first in a series – the second will tackle how to bring personas (and archetypes) into a more inclusive design practice .
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This content originally appeared on NN/g latest articles and announcements and was authored by Page Laubheimer
Page Laubheimer | Sciencx (2022-05-15T16:00:00+00:00) Personas vs. Archetypes. Retrieved from https://www.scien.cx/2022/05/15/personas-vs-archetypes/
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