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Personas: The Foundation of a Great User Experience

Personas: The Foundation of a Great User Experience
Today's consumers are demanding more from companies. Customers expect products, services, and information that are timely and catered to their specific needs and desires. Traditionally, companies develop and market products based on market segmentation and demographics, assuming that the features, functionality and messaging will meet the needs of all of the customers in that demographic—a "one size fits all" mentality. However, as the marketplace shifts from a mass manufacturing to a mass customization model, customers needs and desires are more accurately identified through the development of personas rather than through demographic data. "What Is a Persona? A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. How Are Personas Built? Analysis is then conducted on the research data over the course of one to two weeks.

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How to choose the right UX metrics for your product When designing for the web, you can analyze usage data for your product and compare different interfaces in A/B tests. This is sometimes called “data-driven design”, but I prefer to think of it as data-informed design — the designer is still driving, not the data. To make this work in practice it’s important to use the right metrics. Succeeding as a New Leader in Customer Experience Leading-edge companies recognize the importance of Customer Experience (CX) to their success and are scrambling to find ways forward. Organizations need leaders who have a firm grasp of both the mindset and the methodologies required to design great experiences. Additionally, these leaders must find ways to make their focus on customer experience meaningful and to drive adoption across their entire organization. In this article, I’ll examine why we’re seeing a rise in the demand for CX leaders and describe the key aspects of how you, as a new leader, can be the successful change-agent your organization needs.

Meaningful Brands Research Meaningful Brands, our new index and approach challenges traditional marketing definitions of brand value ..and provides us with new ways to create strong brands in these challenging times We found that only 20% of brands have a notable positive impact on our sense of wellbeing and quality of life. Furthermore, for the second year running, we also found that most people would not care if 70% of brands ceased to exist.

Why Do Organizations Have Trouble Embracing Qualitative Research? Because the business world shuns uncertainty, qualitative research gets twisted so that the conclusions sound like they were deduced, and their validity unimpeachable. Business research adheres to its cousin in the laboratory, where validity is determined by empirical evidence—which is a positivistic view. But, positivism is not embraced universally in the social sciences, and it is certainly not compatible with inductive reasoning. So why do businesses automatically turn to positivism when trying to understand human behavior and reasoning? When positivism was first extended to the academic social sciences, it met with opposition.

UX Design in 14 Simple Steps UX Design in 14 Simple Steps A Tweetstorm expanded. My long-time Cooper colleague, Jonathan Korman, has worked with me for nearly 20 years. Close Photoshop and Grab a Pencil: The Lost Art of Thumbnail Sketches Long before web UI mockups came along, print designers would hone their ideas using a tried and true method called thumbnail sketching. This practice seems to be somewhat of a lost art so we’re going to shed some light on it! Today we’ll briefly discuss what thumbnail sketches are, some tips for creating them and how to effectively implement them into your already busy workflow.

Ray Kurzweil Raymond "Ray" Kurzweil (/ˈkɜrzwaɪl/ KURZ-wyl; born February 12, 1948) is an American author, computer scientist, inventor, futurist, and is a director of engineering at Google. Aside from futurology, he is involved in fields such as optical character recognition (OCR), text-to-speech synthesis, speech recognition technology, and electronic keyboard instruments. He has written books on health, artificial intelligence (AI), transhumanism, the technological singularity, and futurism. Kurzweil is a public advocate for the futurist and transhumanist movements, as has been displayed in his vast collection of public talks, wherein he has shared his primarily optimistic outlooks on life extension technologies and the future of nanotechnology, robotics, and biotechnology. Life, inventions, and business career[edit]

7 Web tools that check for empathy, inclusivity and more Of all the things that have been known to keep me awake at night, one of the repeat offenders is thinking of times when I’ve said the totally wrong thing to a person. That embarrassment of putting my foot in my mouth or just rubbing someone the wrong way tends to linger long past the initial moment. Luckily, technology is working on making these sleepless nights a thing of the past! I’m always on the lookout for writing tools that can help me communicate more clearly and empathetically online, and quite a few have hit my radar recently. Here’s a look at 7. Happy writing!

strategy strategy n. the branch of military science dealing with military command and the planning and conduct of a war There are no items for this category military campaign, campaign UX Research Talks by Tomer Sharon Lisbon UX Cocktail Hour 2014 (Hangout, Lisbon, Portugal) Entrepreneurs have no time and budget to spend on learning from their users. They perceive customer research as something that is academic, involves white robes, round glasses, binders, and rats.

Using Proto-Personas for Executive Alignment When working in-house as a UX practitioner, one of the constant challenges is getting a seat at the leadership table. Without a VP or C-level champion who is specifically focused on UX, the alternative is often a proxy-champion such as the VP of Product, or even a marketing executive. Without a consistent voice of the customer present in executive discussions, corporate strategy, and product direction, decisions are debated and made based on each executive’s responsibilities and professional perspectives. The marketing executive will push for marketing initiatives important to meeting her goals, while the customer service champion will push for greater support for his department, and so on for each department present in these meetings. The VP of Product should, in many cases, be the customer’s representative at these meetings but, unless they come from a UX background, they’re likely not speaking directly to customer need.