Summary
Forrester decided to highlight four successful design persona initiatives within Japanese organizations that we found during our research. Hakubaku used personas to engage moms with its Web site. Fujitsu used personas to represent the children, teachers, and parents who use the educational materials it provides. Asahi Breweries combined quantitative data and qualitative insights in personas to strategize the future of its Super Dry beer brand. The City of Yokohama used personas to help citizens find information more easily on its Web site. Customer experience professionals should use an iterative approach for developing design personas and present the results in engaging formats.
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