Trends Report

Customer Experience Professionals: Break Through Persona Obstacles Now

Introduce Personas With Clear Purposes And Embed Them In Processes

March 3rd, 2011
Jonathan Browne, null
Jonathan Browne
With contributors:
Moira Dorsey , Jennifer Peterson


Despite ample evidence of the value that personas contribute to user experience design and related business results, some firms still struggle to use them to the greatest effect. At the root of many common obstacles to persona success are poor persona practices such as: inadequate funding for research, poorly produced deliverables, failure to get stakeholder buy-in, and lack of clarity about the purposes of personas. To break through these obstacles and put their firms on the path to getting more out of personas, customer experience professionals should tailor their approach to the maturity of their organization's persona practice, get stakeholders to take ownership of personas, integrate personas into processes, and document and evangelize their business value.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.