The User is Always Right

The User is Always Right

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How do we ensure that our Web sites actually give users what they need? What are the best ways to understand our users' goals, behaviors, and attitudes, and then turn that understanding into business results? Personas bring user research to life and make it actionable, ensuring we're making the right decisions based on the right information. This practical guide explains how to create and use personas to make your site more successful. The User Is Always Right: A Practical Guide to Creating and Using Personas takes you through each step of persona creation, including tips for conducting qualitative user research, new ways to apply quantitative research (such as surveys) to persona creation, various methods for generating persona segmentation, and proven techniques for making personas realistic. You'll also learn how to use personas effectively, from directing overall business strategy and prioritizing features and content to making detailed decisions about information architecture, content, and design.Best Buy is even dedicating certain stores to this type of shopper: Kids products are displayed more prominently, there ... Philips holds three well-known brands in its arsenal: Philips Consumer Electronics, Norelco, and Sonicare. ... Finally, they used propensity models for each persona to help track the success of these marketing campaigns at converting each target persona into a cross-brand purchaser.

Title:The User is Always Right
Author:Steve Mulder, Ziv Yaar
Publisher:New Riders - 2006-08-21


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