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|a The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web walks you through each step of persona creation, with techniques for conducting qualitative and quantitative user research, generating persona segmentation, and making personas realistic.You'll also learn how to use personas effectively, from directing overall business strategy to making detailed decisions about information architecture, content, and design.For anyone charged with making Web sites deliver results, this book is your essential guide.In it, you'll find: Clear advice for getting the most out of user interviews, surveys, and log file analysis so you can understand who your site visitors are and how to best serve them; Step-by-step coverage on user segmentation, including new techniques for statistical analysis of survey results; Ways to create actionable personas and employ them effectively in Web site strategy, design, and development; Proven techniques for keeping personas alive and productive over the life of the company.
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