Persona Pitfalls: Seven Missteps And How To Avoid Them

January 1st, 2018

Kelly Price

With contributors:

David Truog , Scott Ross , Shayna Neuburg

Summary

Since their introduction nearly 20 years ago, personas have become one of the most popular tools in the customer experience (CX) pro’s arsenal. Personas have many benefits when properly created and applied: They can improve customer empathy, design decisions, and CX strategy. But many firms miss out on these benefits because they misunderstand and misapply personas. CX pros need to help their firms appropriately scope, research, and apply personas to reap the rewards of increased customer-centricity and better experiences. This report outlines seven barriers to success with personas — and how to overcome them.

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