Designing new archetypes to focus on new opportunities through Design Thinking

Knowing the needs and motivations of your users is essential to attract them

Hypermedia Lab is a subscription-based web-platform for creating rich videos with interactive content, with which we have developed a project with the aim of designing new archetypes to grow your business.



The Hypermedia Lab platform is experiencing a low conversion rate because it is a sector in which there is currently a lot of competition, because their type of customer is very transversal and because it is difficult for them to differentiate themselves because there is no 100% communication focused on a value proposition.


Design and build archetypes to structure the most relevant user needs and motivations. How could we define and understand the most relevant archetypes for Hypermedia Lab?


Understanding how to approach and engage users effectively, as well as finding levers or opportunities for improvement for the platform and services offered by Hypermedia Lab. Knowing your users will allow us to fine-tune what you offer them and how you offer it to them, so that they find in your services just what they need, which will make the difference between them choosing Hypermedia Lab or looking for another alternative.


To tackle the creative process we have used the Double Rhombus design model. This non-linear methodology involves testing different solutions on a small scale and validating them at different stages of the process to find solutions to complex problems that respond to people’s needs. The two diamonds represent a process of exploring an issue in a broader or deeper way (divergent thinking) and then taking focused action (convergent thinking).



To begin with, a Kickoff workshop was held with the team, using the Design Thinking methodology, to carry out a preliminary analysis of the situation and the needs that led to this session. The objectives pursued were to discover the starting context and unify the different points of view about the product and the company; to hunt the first hypotheses about the challenge; to detect levers, insights and challenges; to build new user profiles typologies according to their attributes, motivations and needs; and to define new archetypes for conducting interviews focused on these profiles.

During the session, we made a dynamic of internal knowledge to try to establish what is happening, what the team feels and what they want with the product, as well as user knowledge to build the new profiles


Qualitative interviews

A series of qualitative interviews focused on these profiles (Corporate, SMEs, Self-employed…) were then carried out to understand the users’ perspectives in order to: 

  • Obtain findings on people’s relationship with the creation of content to sell their products or services: how they generate content, who generates it, how they make it stand out and what programmes they use. 
  • To know users’ experience and opinion with interactive content and tools: what they think and what they use or would use it for.
  • Extract relevant information about Hypermedia Lab: positive things, things to improve, functionalities and payment methods.
  • Discover insights that can be translated into real business opportunities.
  • To propose opportunities based on the needs detected.


The basis of a good project is to identify and understand the needs and opportunities of the project and then apply this knowledge in strategies for action. Before generating ideas and concepts, it is very important for us to know which customer we are targeting. Therefore, an important part is the selection of users. At Thinkers, we do not create archetypes by magic, but we do research. 

At Thinkers, we develop agile, people-centred research that helps us to understand and generate insights through various research techniques and processes, such as interviews, surveys, user panels or field visits. In this way, we can understand users’ unmet needs, expectations and concerns. 

Once we have understood the users, we analyse market trends and explore the competition, to cross-reference these insights with your organisation’s objectives and define the best opportunities in an action roadmap.


Published on 09/05/2022

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