Free Ebook The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
Free Ebook The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
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The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
Free Ebook The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
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From the Back Cover
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.
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About the Author
Steve Mulder is principal consultant at Molecular, an Internet consulting firm in Boston, and an internationally known speaker recognized for his work with personas. He’s a user experience expert who practices what he preaches, with over ten years of experience in user research, information architecture, interaction design, and usability. Ziv Yaar is the vice president of Internet strategy at Molecular, where he has spent over ten years helping companies develop technology and business strategies and has been at the forefront of merging the power of marketing analytics with personas.
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Product details
Paperback: 312 pages
Publisher: New Riders; 1 edition (August 31, 2006)
Language: English
ISBN-10: 0321434536
ISBN-13: 978-0321434531
Product Dimensions:
6 x 0.8 x 8.9 inches
Shipping Weight: 15.5 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
16 customer reviews
Amazon Best Sellers Rank:
#461,554 in Books (See Top 100 in Books)
This is a great book on understanding personas. I found this book to be better than "The Essential Persona Lifecycle: your..." (http://www.amazon.com/gp/product/B0048EJW6C) because it lays out more actionable insights on how to come up with personas.The reason I am giving it 4/5 is because the discussion of how personas fit with marketing approach of segmentation needs to be improved. This book stresses to not segment users based on demographics and psychographics. Now the biggest challenge for marketers is that for the most part they have only demographic level data on prospects. So they can't cluster them based on goals because the data is not available. Also the discussion on quantitative analysis, particularly predictive analytics, need to be either taken out or handled more carefully.I believe this is an excellent book for UX and product owner folks, but marketing people may not benefit much from this.
Understanding users' needs and behaviors and triggers and attitudes is absolutely essential pre-work to designing useful experiences and products. But don't judge this book by its cover -- I think the title does this excellent work an injustice, because it's untrue in practice. The author does in fact acknowledge this by talking about how business goals need to be vetted with user goals -- sometimes they align, and sometimes they conflict. When they conflict, the user may not, in point of fact, be "right." And sometimes whether the user is "right" is irrelevant when it comes to satisfying business goals. For example, the business may want them to sign up for a newsletter to keep them engaged over time, but no user may have expressed an outright need for signing up for a newsletter, or even for staying in touch over time. Or more simply the user may want a high-performing, luxurious car that's also very inexpensive -- but that's not what a luxury automaker is in the business of providing. Understanding those expectations is what this is all about.The key word in the title is "practical." If you read it, you'll be able to sell in personas (this won't always be easy, in my experience, despite the seemingly-obvious benefits), and then succeed at producing and applying them. The author goes to some length to talk about the value of personas in shaping business strategy, which multiplies their value. Highly recommended.
I have learned a ton, changed my perspective. It's funny just when you need it as well!
You get what you pay for. I like having my textbooks on kindle. It makes searching easy, that's for sure.
I really liked this book as it provided lots of templates, instructions and examples of how to create personas, without making them seem too complicated and difficult.A great book for those just getting into personas and also those who want to develop them further.
An excellent resource for those guiding the development of authentic persona.
Excellent!!
I recently finished Steve Mulder's book and today, I had the privilege of seeing him speak at Web Design World 2006 in Boston. His approach to capturing the essence of users and taking this knowledge all the way through design and marketing, into strategic business decisions not only makes good sense: one wonders how much of a web-based operation is pure luck without taking this framework into consideration.Mulder presents various options depending on the level of time and investment you can afford to make, ranging from strictly qualitative approaches that take relatively little to gather user data and come up with some form of segmentation, to all-out statistically-loaded qualitative studies with the end goal of defining a user as clearly as possible, giving him/her a name, traits, goals and a whole personality that your organization can relate to.After personas have been defined, the book helps you use them to drive decision making about site structure, content and design, so as to ensure success getting the users they represent to accomplish their goals, while you make your company money. This makes this book a must-read for all people involved in the early stages of conceptualizing for a web site design or redesign, whether you are a designer, product manager or simply in charge of changes to a web site.
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