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For Customer Experience Professionals

The ROI Of Personas

August 3, 2010

Authors

  • By Vidya L. Drego,
  • Moira Dorsey
  • with Megan Burns,
  • Shelby Catino

Why Read This Report

Although spending for research and persona creation is strong among persona advocates, many firms still report difficulty convincing their organizations that personas are worth the seemingly large investment, compared with the overall cost of a site redesign. To help firms assess whether persona investments are worth the extra cost, Forrester built a simple return on investment (ROI) model using data we gathered on the benefits of using personas in a site redesign. Our model shows that while there are benefits to a redesign without personas, a redesign with personas can provide a return of up to four times more. Firms interested in seeing this kind of return on their redesign should make sure that their personas are well crafted and are used to make design decisions by making qualitative research a priority, reviewing their personas periodically and making updates accordingly, as well as identifying specific decisions and tools that should be based on persona insights.

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Tools And Templates

Models and Calculators

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  • Some Customer Experience Professionals Recognize The Value Of Personas
  • Some Customer Experience Professionals Recognize The Value Of Personas
  • Persona Benefits Readily Justify The Cost
  • Persona Benefits Readily Justify The Cost

Table of Contents

  • Firms Struggle To Make The Case For Personas
  • Models Show That Persona Benefits Far Outweigh Their Cost
  • RECOMMENDATIONS

  • Follow Persona Best Practices To Maximize ROI
  • Supplemental Material
  • Related Research Documents

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