It’s one of the most powerful measures of your site’s success. In many ways and to many of your colleagues, it’s probably the only one that matters. Conversion. Are visitors to your site doing what you want? Do they arrive… Read more
Recently, I had the opportunity to conduct a round of usability tests of a website with participants who had visual impairments ranging in degree from moderate to high. What I learnt from these participants not only made the site more… Read more
This is the first in a series of articles examining ways to thrive, not just survive, in 2009. You’ve seen the research. Your customers are increasingly turning online – in search of you, your competitors and the opinions of others – as… Read more
What makes these things so darned effective across so many disciplines? As a vehicle for delivering information, the persona has some important challenges. In a business culture that widely salutes the K.I.S.S. principle, the persona defies the “simple” edict with a complex, multi-layered structure. While professionals are typically conditioned to sift out irrelevant facts, the persona encodes details and unapologetically neglects to spell out the significance of these particularities. In short, set against dominant values of the information age, the persona seems an improbable success story. Sure, personas convey information, but perhaps their effectiveness rests to a greater extent on their way of disrupting engrained patterns of thought.
One trend we’ve been watching carefully in recent years is the intersection of persona-building with market segmentation. Inevitably this process results in the integration of quantitative and qualitative research methods. And this begs the question whether there is a “best-practice” order of operations. Read more
Give your personas a seat at the table: Literally. We’ve developed large poster-size representations of personas for clients, who even bring them into design meetings. It helps ensure the needs of the personas stay top of mind. Focus on the… Read more