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A design journey
A journey along the creative landscape with stops for UX consumption
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Love, Hate, and Empathy: Why We Still Need Personas | UX Magazine

Love, Hate, and Empathy: Why We Still Need Personas | UX Magazine | A design journey | Scoop.it
Hans's insight:

One more time the relevance of personas is discussed in the UX community. I understand why, because the technique is not anchored in modern technology. Nowadays designers have access sophisticated tools like remote user testing, heatmaps, analytics and A/B evaluation which are much more accurate. BUT, design choices early in the creative process is all about making assumptions, and that's why we still need personas, at least for innovations. We can't steer designs by looking in the driving mirror. This article clarifies why personas somtimes can be misleading and explains how to avoid it.

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How User Personas Can Improve Your CRO Strategy

How User Personas Can Improve Your CRO Strategy | A design journey | Scoop.it
CRO is a technique that should be in every digital marketer’s arsenal.

Via Eva Sanagustin, paulo oliveira
Hans's insight:

Conversion rate optimization ensures the proportion of users transforming into customers fulfills the expectations. Defining personas is one way to understand the target visitors' psychological triggers and maximize conversions. But, 

Internet users are pretty diverse and it's harder to pin down their personalities today. So I think it's important to carefully choose characters to represent potential customers in order to not shut others out.

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Are Personas Still Relevant to UX Strategy? :: UXmatters

Are Personas Still Relevant to UX Strategy? :: UXmatters | A design journey | Scoop.it
Hans's insight:

Describing personas is a popular formula to capture characteristics representing segments of potential users. When technology evolves so does the tools used to develop it, and several more accurate methods to understand design choices has appeared, for example: A/B testing, analytics, heatmaps and remote usability testing. A discussion about the relevance of personas in modern UX is obviously on going and this article shed some light on the subject. In my opinion it's important to make a difference between research and evaluation. Personas are synthesis of user research, it should reflect needs, desires, expectations and behavioral patterns which are used to direct the design compass. Modern analytic methods, like the ones mentioned earlier, are great for evaluation in later phases of the design process. So I think there is place for both "old school UX" and "modern UX" since they walk hand in hand and complement each other, great research should result in more successful user testing.

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