Trend Report

How To Get The Most From Design Personas

It's All About Process, Buy-In, And Solid Personas

Vidya L. Drego
 and  three contributors
Oct 14, 2008

Summary

Spending for personas continues to increase, but companies don't use them regularly. Our research uncovered three drivers of persona success: a design process that explicitly incorporates personas, an appropriately developed persona, and organizational buy-in to the use of those personas. But not all companies can immediately master these items. We found that companies advance their persona practice through five levels of maturity: isolated, connected, integrated, absorbed, and immersed. Companies interested in taking their persona efforts to the next level should begin by identifying projects that should use personas, creating a solid research plan, and integrating them into concrete deliverables.

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