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We’re emphasizing these archetypes to focus the work on them to ensure we meet their needs. We’ve included useful attributes related to skills, knowledge and experience as well as Jobs To Be Done (JTBD) for each archetype.

Not all users fit into distinct roles and other roles exist beyond the ones listed here, we’ve chosen to emphasize these high-priority archetypes for the Starshot initiative to ensure their needs are met successfully.

It's important to note that we’re addressing the needs of marketers while keeping in mind that the actual implementation is likely to be handled by a "shared hats" or builder user. This secondary persona has a distinct skill set, often more familiar with technical web terms and patterns, but they’re not developers—certainly not Drupal developers. They expect no-code workflows and user-friendly interfaces. With their specific knowledge in mind, our focus should be on designing workflows and admin UIs that align with the "shared hats" / builder expectations, similar to what competitors offer.

More information about what are Archetypes and how they can inform decisions:

Marketer

User personas to link from Acquia:

  • Jin - the Digital strategist

Skills, knowledge and experience 

  • No previous experience with Drupal
  • Understand web space and tools
  • No-code tech level or expectation
  • They will probably have a pre-existing brand

JTBD

  • Integrate w tools that I already use
  • Create Microsites / Landing pages
  • Brand consistency
  • Features: SEO / Accessibility
  • KPI / return on investment
  • Get analytics on interactions and conversions
  • Indirect ones:
    • What my team can do with this

Builder / Shared hats

User personas to link from Acquia:

  • Amir The creative
  • Maggie the designer
  • Clare the FED
  • Keith the Developer

Skills, knowledge and experience 

  • No previous experience with Drupal
  • Can make decisions on the implementation of the company brand
  • Basic understanding of the web
  • No-code tech level or expectation
  • Understand design tools

JTBD

  • Give me a demo site I can share with those I work with 
  • Guide me with some suggested themes/templates to help me get started
  • Learn how it works so I can experiment myself and grow my skills 
  • Turn designs into code
    • Build web pages from Figma wireframes 
    • Incorporate my chosen fonts/color palette/graphics/logo in a website
    • Handle dynamic effects I have designed to make my site engaging
  • Create navigation and menu structures
  • Add google analytics tracking to my site 

Content editor

User personas to link from Acquia:

  • Roberto the content Editor

Skills, knowledge and experience 

  • Understands content models and structure

JTBD

  • Integrate with other content editing software I use 
  • Show me a preview so I can check my content placement 
  • Shared editing access and version control for collaborative working
  • Support stages of content publishing workflows (draft, sign-off, etc) 
  • Easy content reporting so I can see published and unpublished content, when it was last edited and by who
  • Clean editorial interface with minimal clutter so I can focus on content 
  • Editing tools like spell-checkers, readability gauge
  • Autosave so I don’t lose my edits
  • Link checker tool so I can ensure my site doesn’t have broken links
  • Information architecture tools built in so I don’t have a site with orphaned pages
  • Accessibility prompts like mandatory alt text on images, heading hierarchies
  • Sustainability/page load prompts to avoid weighty pages (minimal image size etc)
  • Crop/resize images in the interface
  • Easy viewing of media available so I can pick the right image/video/graphic
  • Support for structured content - e.g. reusing chunks of content on multiple pages/sites 
  • Help me tag my content so I can group it in different ways for my users (publish once display everywhere)
  • Different templates/content types for different purposes to help me order my content
  • Ability to pull in/integrate content from other sources (e.g databases/repositories)