Behavioural archetypes instead of personas

Image by Jakob Owens

As a behavioural designer and user researcher, I get to work on diverse design briefs ranging from UX & service design to helping businesses become more customer-centric. From my experience, I found that different types of projects require different kinds of “persona” tools depending on how and by who are they going to be used. This post focuses on designing behavioural archetypes for customer-centricity strategy.

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