Who Are You? Segmentation and Archetypes in Customer-Centric Design
- Rafael Frias
- 6 days ago
- 2 min read
By Águila Griega
Ever wonder why some experiences just click? Carl Jung, the Swiss psychologist, had an idea: we’re all shaped by archetypes—timeless patterns like the Explorer, the Caregiver, or the Sage that live in our collective unconscious. These aren’t just dusty theories; they reveal the deeper motivations driving our choices. In banking and tech, segmentation takes a page from Jung’s book, crafting personas that go beyond age or income to tap into why we do what we do. This post kicks off our deep dive into #1: Customer-Centric Design, showing how these personas make banking feel like a trusted mate.
Here are seven personas inspired by Jung’s archetypes, each with their unique traits, financial needs, and tech preferences:
1. The Explorer: Curious and bold, always chasing the next adventure.
Financial Needs: Flexible options like crypto or travel-friendly accounts.
Tech Needs: Cutting-edge apps, real-time updates, seamless integrations.
2. The Optimizer: Sharp and strategic, they love efficiency and value.
Financial Needs: Budget trackers, robo-advisors, high-yield savings.
Tech Needs: Data dashboards, automation tools, custom alerts.
3. The Guardian: Steady and cautious, they prioritise safety above all.
Financial Needs: Secure savings, robust insurance, long-term plans.
Tech Needs: Simple, secure platforms with top-notch support.
4. The Socialite: Warm and connected, they thrive on relationships.
Financial Needs: Group savings, P2P lending, social investing.
Tech Needs: Chat features, community hubs, sharing tools.
5. The Minimalist: Calm and intentional, they keep life simple and sustainable.
Financial Needs: Low-fee accounts, ethical funds, spending trackers.
Tech Needs: Clean designs, eco-conscious features.
6. The Achiever: Driven and focused, they’re all about big goals.
Financial Needs: Investment portfolios, goal-based savings, planning tools.
Tech Needs: Progress trackers, productivity boosts.
7. The Caregiver: Kind and nurturing, they put others first.
Financial Needs: Family accounts, education funds, insurance for loved ones.
Tech Needs: Shared access, learning resources.
These personas help banks and tech firms design experiences that feel personal and empowering—whether you’re chasing dreams or safeguarding what matters. Want more? Check the original post here. Which persona are you? Drop a comment below!
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