Executive Summary (This is a document excerpt)

At Forrester's Marketing Forum, we held a session with three pairs of agencies and clients that have used personas very effectively. When QVC and Critical Mass redesigned the QVC Web site to create a community for frequent television shoppers, personas helped them choose and prioritize the right features to build. Personas also helped Enlighten and Thornburg Mortgage create a site with specific features for all of their personas that tripled the visits to important sections and increased repeat visits and time spent on the site. St. Jude Children's Research Hospital and WHITTMANHART used personas to create two interactive fundraising sites to give frequent donors access to better tools and keep them more engaged with the children of the hospital.

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