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For Customer Experience Professionals

The State Of The Art Of Personas

Personas Have Evolved To Support Differentiated Customer Experience Design In The Age Of The Customer

February 19, 2013

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Why Read This Report

Personas offer a proven solution for a common design challenge: Keeping the end user in mind during all phases of design, development, and testing. Recently, shortsighted firms have wrongly dismissed personas as passé. But firms need tools for sharing customer understanding now more than ever. That's because design challenges have become more complex than ever, spanning the channels and business silos that customers pass through on their journeys. To keep these projects on track, firms need a shared understanding of customers' deep needs across an increasing array of touchpoints — including social and mobile. This report describes the best practices of leading companies when it comes to initiating persona projects, conducting appropriate research, crafting persona deliverables, and ensuring that they are used effectively throughout initiatives.

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Table of Contents

  • Personas Are Still Essential Tools For Customer-Centric Companies
  • The Science And Art Of Personas Have Gotten More Sophisticated

  • Brush Up Your Tactics For Creating And Using Personas Effectively
  • Supplemental Material
  • Related Research Documents