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The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web by Ziv Yaar, Steve Mulder

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7. Making Personas Real

NOW FOR THE FUN PART! You’ve created a world-class approach to segmentation that would make your parents proud, but segments aren’t personas. Segments are boring lists of characteristics (perhaps supported by boring spreadsheets of numbers). Personas are different because they feel like real people. Personas work because teams can get to know them and think about them as real people, and thus, these teams can start making decisions about the Web site based on this realistic cast of characters.

This chapter is about how to make personas out of your segments—how to transform a quick list of facts into a story that others quickly understand, remember, and act upon. By the end of the chapter, you’ll be able to build up ...

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