May 25, 2006

How Design Personas Differ From Typical Customer Segmentation Models

by Moira Dorsey

with Harley Manning, Caroline L. Carney

Executive Summary (This is a document excerpt)

Traditional customer segmentation models don't provide the key information about users' goals, attitudes and behaviors that is required for effective interaction design — personas do. Valid personas are derived from primary user research, foster a shared point of view among the diverse group of people who impact the customer experience, and enable design decisions. To make the most of investments in personas, firms should ensure that personas are valid, useful, and incorporated into a consistent design process.

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