The Usability Blog
A Practical Guide to User Experience Insights

Website Personas

Customer Journey Nightmare: Best Buy

Forrester has just come out with another of its exhaustive guides to personas, scenarios, and the customer journey. While I consider Forrester’s approach to personas to be dated and simplistic, they invariably exhibit a keen sense of market need. My recent experience at Best Buy affirms the need for multi-channel retailers to pay far more… read more

Website Personas: A Practitioner’s Guide: The Mental Model(2/7)

Mental models can mean different things to different people. Within the context of persona development, we use the term “mental model” to describe a cause-and-effect sequence that is essentially mechanical (predictable) in its operation. The mental model we use is derived from the work of psychologist Albert Ellis. He pioneered a clinical approach that began… read more


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