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What makes an experience good—and good for whom?

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Experience Archetypes gives your team a concrete way to answer through twelve ways of creating customer value. Instead of stopping at descriptions such as “attentive” or “heartwarming,” identify what customers actually gain.

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Use the archetypes as an ideation checklist: which values have you considered, overlooked or delivered better than the alternatives? Explore crowded areas where brands offer similar benefits and white space where opportunities receive less attention.

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From learning and brainstorming to strategy and evaluation, Experience Archetypes provides a shared language for customer value. These are ways to shape experiences, not customer personality types.

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