Presentation on creating archetypes held at the ResearchOps Meetup Berlin, February 2019 by smava research team.

1. Archetypes
Patterns of Behaviour

2. Archetypes: Patterns of Behaviour
01
Overview
User Experience Team
Some facts about our UX team
2
02 Research
Some facts about our research team
03
04 Validating
Quantitative Survey
05 Displaying
Poster creation
06 Discussion
Any questions?
Discovering
How it all started

3. User Experience Team
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4. UX Team in numbers
● 1 UX Lead
● 3 UX Designers
● 4 Product Designers
● 3 Graphic Designers
● 3 User Researchers
● Design <> Developer ratio 1:7
Some facts about us
● Every Designer is part of a cross-functional
team
● Research supports every department
● Nucleus Design system aims to hold all the
products under one roof
● Using Abstract to manage and review files
Archetypes: Patterns of Behaviour
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5. Research
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6. Research @ smava in numbers
● Two full-time researchers
(qualitative & quantitative), one intern
Since September 2017
● ~40 qualitative studies conducted
● ~300 users tested in our uselab
● ~9 big surveys conducted
● ~5000 survey participants
● ~1550 potential participants in Berlin added
to our user database
Some facts about us
● Close cooperation with designers, POs,
business and marketing
○ internal (credit advisors, customer
success and sales) and external
participants
● Research results are kept in Airtable to have
the consistency and availability across
organisation
● First (but not last) research meetup hosted
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7. Discovering the
archetypes
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8. Six 1:1 interviews
In 120 minutes, we uncovered
customer motivations and desires
when taking loans, pain points they
experienced in the process and how
they perceived different players in
the market.
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9. Interactive dinner
A beautiful evening spent at the
Michelsberger Hotel, filled with
laughter, good conversation and
delicious food, bringing together 5
participants with smava employees.
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10. Synthesis
During the research interviews and dinner we captured detailed notes and created profiles for each participants.
Then we clustered them, translated them to insights and took a look at emerging patterns.
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11. Creation of the
1st archetypes
When reviewing our 11 participants
we noticed clear distinctions in
behaviour and attitudes depending on
whether they base their financial
decisions on emotions or rational
thinking.
A second line of distinction was
visible in how much financial
knowledge and experience the
participants have.
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12. But is it really like that?

13. Validating
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14. Purposes of this Survey
● Primary Purpose: Quantitative Validation
of the four Archetypes, which were
created by Qualitative Research
● Secondary Purpose: Evaluation of the
distribution of the four Archetypes in the
German market
● Tertiary Purpose: Creating a small set of
questions to identify the different
archetypes in further surveys for fulfilling
the special needs of the different
archetypes
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Archetypes: Patterns of Behaviour
According to the described qualitative study 4
different archetypes of loantakers exist

15. Some Facts of the Survey
● N=1003
● conducted in cooperation with a panel
agency
● in September 2018
● Germany wide representative participants
15
Archetypes: Patterns of Behaviour

16. Step 1: Extract patterns of
behaviour from the quotes
of the 4 archetypes
16
Archetypes: Patterns of Behaviour
I disagree
completely
I agree
completely
0 1 2 3 4 5 6
7 items per archetype
28 items in total

17. Step 2: Identifying Financial
Decision Style
Archetypes: Patterns of Behaviour
I set myself long-term financial goals and try to
achieve them.
4 Emotional Items
I disagree
completely
I agree
completely
0 1 2 3 4 5 6
Emotional
EmoRat-Scale
Rational
17
+ 4 Rational Items
I have a good instinct for business matters.

18. 10 behaviour questions
Step 3: Identifying Financial
Mastery
Archetypes: Patterns of Behaviour FinMas-Scale
low high
With an inflation rate of 3%, you can buy with 1000 € in one
year
● more amount of goods
● same amount of goods
● less amount of goods
Do you have an overview of your monthly expenses?
Yes
1 0
No
How often do you check your account balance?
Daily
3
Weekly
1
Monthly
0
Several times
a week
2
7 knowledge questions
18

19. 19
Archetypes: Patterns of Behaviour
Short form questionnaire for the big
five personal traits
Decision styles scale (DSS)
2 Subscales: rational and intuitive
5 Rational items
1. I prefer to gather all the necessary
information before committing to a decision.
2. I thoroughly evaluate decision alternatives
before making a final choice.
5 Intuitive items
1. When making decisions, I rely mainly on
my gut feelings.
2. My initial hunch about decisions is
generally what I follow.

20. 20
Archetypes: Patterns of Behaviour
Summary
Purpose:
Validation of the
4 archetypes
Purpose:
Identifying
Financial Mastery
Purpose:
Identifying Financial
Decision Style
Create questionnaire with a
set of as less as possible
items to identify different
archetypes
Create personas ?
Identify special needs and
interests of archetypes
Specific customer analysis
Purpose:
Identifying personal traits
among the 4 archetypes
Goals

21. Among all indices
● 5 proposed 2 as the best number of clusters
● 13 proposed 3 as the best number of clusters
● 1 proposed 6 as the best number of clusters
● 2 proposed 7 as the best number of clusters
● 1 proposed 9 as the best number of clusters
● 1 proposed 10 as the best number of clusters
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Defining the number
of clusters
Conclusion
According to the majority rule,
the best number of clusters is 3

22. Archetypes: Patterns of Behaviour
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EmoRat-Scale
all 3 ATs are statistically significant
different from each other
FinMas-Scale
all 3 ATs are statistically significant
different from each other
Identifying Financial
Mastery and Decision Style

23. Analyzing the factors and
reducing the items
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Factor Analysis
Item Reduction
Accuracy : 0.935
28 Items
6 Factors
Accuracy : 0.8525
14 Items
5 Factors

24. Next steps
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- using the 14 items in every upcoming general survey
→ identifying special needs of the archetypes
- conduct focus groups for every archetype
→ for qualitative insights and maybe creating some personas
- maybe reduce amount of items with the exceeding number of responses
→ more efficient way to identify the archetypes
- Visualization of the results as posters

25. Archetypes: Patterns of Behaviour
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First draft of a poster with only
some of the data…
by an UX Researcher…
Poster

26. Displaying the
archetypes
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27. 27
3 in 1 poster
Archetypes: Patterns of Behaviour
each in separate

28. Needed content in one
archetype poster
● Quote of each archetype
● Short highlight of each
● Age
● Gender
● Number of Children
● Income
● Loan Purposes
● Loan Amounts
● 5 Factors of the research
● Comparison with other archetypes
28
layout wireframe
Archetypes: Patterns of Behaviour

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Archetypes: Patterns of Behaviour
Gender
Age
Children

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Archetypes: Patterns of Behaviour

37. Questions /
Discussion
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