eringilliam: personas*

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  1. The Harvard Business Review has stated that “Depending on which study you believe, and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.”

    When I think about what it means to have a customer-first culture, three words come to mind: walk the talk. We do this by delivering value and showing appreciation to our customers.

    Many would say customer relationships are built on trust, and I agree. Customer advocates are exceptionally good at building trust and loyalty. Having a customer-first mindset is the key to customer advocacy.
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  2. Most design and product teams have some type of persona document. Theoretically, personas help us better understand our users and meet their needs. The idea is that codifying what we’ve learned about distinct groups of users helps us make better design decisions. Referring to these documents ourselves and sharing them with non-design team members and external stakeholders should ultimately lead to a user experience more closely aligned with what real users actually need.
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  3. User experience map is a mirror to the user interactions within your products/services.

    Last month, I wrote a guide to Google Analytics for UX designers. It’s a useful article if you have a website or product that already has traffic, but what if you’re starting from scratch? How do we build something that people want to use?

    A user experience map helps you sketch out the UX and forecast any friction before creating the actual website or prototype. It’s important to look at the whole picture before you start building or even designing. If you already have a product, it can be a great exercise to understand any friction points your customers may be facing.
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