
Goal-Oriented Archetypes (IDEO)

Overview
The vulnerable and the advocate users have the most urgent needs. The customer and organizer have important but non-urgent needs. All users want a balance between legal terminology and readability.
Archetype: Vulnerable

Resentful yet resigned
Examples
- SNAP recipientĀ
- Medicare recipient
- Urgent, Me
Key Needs
- Help me know where I stand
- Help me find someone to talk to when I need it
- Help me trust youābe transparent about the decisions you make for individuals
- Be responsive to my needs
- Let me see myself in the site visualsĀ
Key Behaviors
- Trying online then following up in personĀ
- Mobile before webĀ
- Valuing good customer service and problem solving
Archetype: Customer

Optimistic yet skeptical
Examples
- Small business owner
- Neighborhood association leader
- Non-urgent, Me
Key Needs
- Donāt make me do it twice
- Give me relevant information, without fluff
- Proactively help me stay on top of things
- Tell me why your agency matters
Key Behaviors
- Periodic interactions with a few agenciesĀ
- Prefers to DIY rather than talk to someoneĀ
Archetype: Advocate

Resourceful yet realistic
Examples
- Low-income resources connector
- First-responder
- Urgent, We
Key Needs
- Give me updates and respond to me as quickly as possibleĀ
- Streamline and integrate my documentsĀ
- Help me understand where I standĀ
- Give me a way to connect in person
Key Behaviors
- Frequent interactions with human services and social workers
- Mobile before web
Archetype: Organizer

Proactive yet frustrated
Examples
- Small business program consultant
- Tax professional
- Non-urgent, We
Key Needs
- Make info consistent across sites
- Alert me to updates and changes to governmentĀ processesĀ
- Help me track my progressĀ
- Show me you have a vision of the futureĀ
Key Behaviors
- Frequent interactions with multiple agencies with lots of paperworkĀ
- Prefers to go online but is used to tracking down a person to talk to
- Keeps up to date with whatās happening in their communityĀ