For our specific work with SAP’s design system, SAP Fiori, the Archetypes represent a segmentation of enterprise software users that is rooted in behaviors and preferences relating to their use of technology at work. While SAP already uses data on thousands of personas, these are mostly based on user demographics, roles, and workflows, which is a useful distinction for designing at product level. With the implementation of Archetypes, however, we are aiming to offer insights about our users through a behavioral lens to help inform strategies and systems rather than features and functionalities. For example, we used drivers, or key motivations, as a leading factor in how we segmented our Archetypes. We then structured the various behavioral characteristics, such as tendencies and preferences with technology at work, as different dimensions for each archetype.