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For Customer Experience Professionals

Executive Q&A: Design Personas In 2011

February 22, 2011

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  • By Jonathan Browne
  • with Jennifer Peterson,
  • Vidya L. Drego

Why Read This Report

Design personas have become widely used tools for design teams, but the state of persona adoption is uneven. While some companies are still novices, others are seeking ways to optimize their use of personas. This document provides answers to some of the common questions that Forrester hears about personas. To get the most out of these tools, customer experience professionals should gauge the persona maturity level of their organizations, give ownership of personas to business stakeholders, establish robust processes to ensure that personas are appropriately used, and document successes to evangelize personas.

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Table of Contents

  • 1. What are design personas?
  • 2. How and why should we use personas?
  • 3. We already have a market segmentation — isn't that good enough?
  • 4. What do personas cost and how can we justify the budget?
  • 5. We already have personas, so how can we get more from them?
  • 6. How soon can we get the whole company to use personas?
  • 7. Don't personas limit the scope of our efforts?
  • 8. How can we keep our personas relevant, as consumer behavior changes so rapidly?
  • 9. Our first persona initiative flopped, so why should we try personas again?