For Customer Experience Professionals

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	August 27, 2009 Persona Best Practices Of Interactive Agencies Forrester Applies Its Evaluation Methodology To Personas Provided By 18 Large Interactive Agencies by Vidya L. Drego with Moira Dorsey, Rachel Zinser

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Executive Summary

Forrester applied its persona evaluation criteria to reference personas provided by 18 interactive agencies for the recent Forrester Wave™. Most of the personas showed some room for improvement, with problems running the gamut in both type and severity. But our evaluations also revealed a number of best practices, including Whittmanhart's personal scorecard, Molecular's easy-to-read posters, and Critical Mass' superior production quality. To get the most value out of persona projects, customer experience professionals should work with agencies to perform cost-effective ethnographic research, ensure that design recommendations stay out of persona documents, and provide insights into multichannel behaviors.

TABLE OF CONTENTS

• Personas Support Effective Customer Experiences
• Examining The Current State Of Personas
• Six Personas Received A Passing Grade
• Personas Still Suffer From Basic Flaws
• Best Practices Also Emerged

RECOMMENDATIONS

• Push Your Agencies To Deliver Great Personas

HOW FORRESTER CAN HELP

• Use Forrester Expertise To Get The Most Out Of Your Personas
• Related Research Documents

This is an excerpt