Personas and segments working together

Have you ever experienced confusion between personas and segments? Seen segments that try to attribute user behaviours to demographic variables? Had a client tell you that your personas ‘lack proof’? We have! In this session we will show a model for defining, creating and quantifying personas and segments to clearly define your customer base.

by Lawrence Crew, at UX Australia 2015

Transcript

4. Situation
5. Intention
12. Behavioural Markers