The TUG team use Archetypes to deliver well-structured places to clients. These archetypes inform how a digital place should be structured AND how to situate information and interactions throughout the site. Looking more closely at the intentions and behaviors of people to structure the places you create, rather than personas, will result in better-architected places. You can view this accompanying video where Joe and Grant presented this method at World Information Architecture Day 2023 in Ann Arbor. If you are interested in learning more about Archtypes consider attending our Archetypes Workshop.