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The User Is Always Right: Making Personas Work for Your Site

How do you ensure that your site gives users what they need? What are the best ways to understand users' goals, behaviors, and attitudes, and then turn that understanding into business results? Steve Mulder provides answers to all this and more in his new book, The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web. This expert compellation of knowledge takes you through each step of persona creation, including tips for conducting qualitative user research, new ways to apply quantitative research (such as surveys) to persona creation, various methods for generating persona segmentation, and proven techniques for making personas realistic. About the presenter Steve Mulder is Principal Consultant in User Experience at Molecular, where he specializes in customer research, personas, information architecture, and usability. He has worked with clients such as Morgan Stanley, PC Connection, Talbots, VistaPrint, 3M, Estee Lauder Companies, and Gloss.com.

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