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The User Is Always Right Personas

Molecular Inc
Molecular Inc
Molecular IncInteractive Agency at Molecular

How do we ensure that our Web sites actually give users what they need and deliver results? Personas bring user research to life and make it actionable, ensuring we're making the right decisions based on the right information. Discover the latest techniques for creating personas, including advice on conducting user interviews, new methods for applying quantitative research such as surveys and log file analysis, approaches for generating persona segmentation, and fun ideas for making your personas real. It's time to take personas to the next level. Presentation by Steve Mulder.

The User Is Always Right Personas

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Making Personas Work for Your Site Steve Mulder
… and so that’s the plan for redesigning the web site. We believe this strategy will increase revenue enough to pay for itself within six months. Any questions?
What happened to feature x? In our experience, feature x isn’t worth the investment. our customers don’t want it.
Hmm. That’s not what we discussed in the kick-off meeting.
 
Our contextual analysis revealed that even in critical use cases, feature x was not part of the typical customer’s mental model. The presence of feature x even produced cognitive dissonance among our most loyal customers base, where the opportunity score was below 0.7.  the roi simply isn’t there. I still think customers would use feature x. I’d use it.
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The User Is Always Right Personas