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| Acknowledgments | |
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| Introduction, or the Author Converses with Himself | |
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| Introducing Personas | |
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| Putting the Using Back in User-Centered Design | |
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| Business Results Depend on Users | |
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| You Are Not Your Users | |
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| You Learn About Users Through Direct Contact | |
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| Knowledge About Users Must Be Actionable | |
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| Your Decisions Should Be Based on User Knowledge | |
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| Meet the Personas | |
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| Benefits of Personas | |
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| Personas Bring Focus | |
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| Personas Build Empathy | |
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| Personas Encourage Consensus | |
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| Personas Create Efficiency | |
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| Personas Lead to Better Decisions | |
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| Two Quick Success Stories | |
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| Beyond the Web | |
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| Creating Personas | |
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| Approaches to Creating Personas | |
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| The User Research Landscape | |
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| Qualitative Personas | |
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| Pros | |
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| Cons | |
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| Use this approach if | |
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| Qualitative Personas with Quantitative Validation | |
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| Pros | |
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| Cons | |
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| Use this Approach if | |
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| Quantitative Personas | |
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| Pros | |
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| Cons | |
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| Use this approach if | |
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| Conducting Qualitative User Research | |
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| Conducting Interviews | |
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| Who to Interview | |
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| Interview Logistics | |
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| Interview Topics | |
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| Output of Interviews | |
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| Running Field Studies | |
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| Performing Usability Tests | |
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| Other Resources | |
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| Conducting Quantitative User Research | |
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| The Value of Quantitative Research and Analysis | |
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| Planning Quantitative Research | |
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| Qualitative Personas with Quantitative Validation | |
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| Quantitative Personas | |
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| Testing Other Hypotheses and Opportunities | |
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| Conducting Surveys | |
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| Who to Survey | |
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| Designing the Survey | |
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| Deploying the Survey | |
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| Cleaning and Preparing Survey Data | |
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| Performing Site Traffic Analysis | |
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| Analyzing CRM Data | |
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| Generating Persona Segmentation | |
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| Testing Segmentation Options | |
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| Creating Qualitative Segmentation | |
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| Segmenting by Goals | |
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| Segmenting by Usage Lifecycle | |
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| Segmenting by Behaviors and Attitudes | |
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| Conducting Quantitative Validation of Qualitative Segmentation | |
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| Applying Quantitative Segmentation | |
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| Select the Attributes | |
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| Choose the Number of Segments | |
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| Turn the Crank for Segmentation Options | |
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| Evaluate the Segmentation Options | |
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| Profile the Segments | |
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| A Few Examples | |
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| Making Personas Real | |
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| Revealing Key Differentiators | |
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| Creating a Name | |
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| Finding a Photo | |
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| Showing Personal Information | |
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| Presenting Domain-Specific Information | |
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| Specifying Computer and Internet Usage | |
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| Writing a Profile | |
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| Using Additional Attributes | |
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| Crafting a Quote | |
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| Adding Business Objectives | |
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| Prioritizing the Personas | |
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| Writing Scenarios | |
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| Using Personas | |
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| Keeping Personas Alive | |
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| Creating the Persona Document | |
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| Presenting Personas | |
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| Living with Personas | |
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| Directing Business Strategy | |
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| Why Apply Personas to Business Strategy? | |
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| Using Personas for Business Strategy | |
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| A Framework for Directing Business Strategy | |
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| Scoping Features and Functionality | |
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| Brainstorming Scope | |
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| Prioritizing Scope | |
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| Conducting a Competitive Feature Analysis | |
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| Creating a Scope Matrix | |
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| Guiding Structure, Content, and Design | |
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| Establishing Structure: Information Architecture and Interaction Design | |
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| Performing Task Analysis | |
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| Producing Use Cases | |
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| Creating Site Structure and Page Structure | |
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| Defining Navigation | |
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| Designing Site Search | |
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| Creating Content | |
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| Shaping Visual Design | |
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| Measuring Success | |
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| Testing Before Launch | |
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| Testing After Launch | |
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| Index | |