IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

The Bottom Line on UX Personas and How They *Can* Drive Business Decisions

Bring the human element back into business decisions.

To achieve deeper customer relationships with brands, products, and companies, we must poke beneath the surface in the experiences we offer. It’s not enough to merely satisfy shallow and immediate needs. But how can we know our customers like we know friends, family, and neighbors?

This presentation will both equip and inspire you to use UX personas alongside other methods to gain deep understanding of your customers. What are their needs and interests? What's their mindset?

Greater customer empathy can be achieved through the development and use of experience personas, which keep designers and product partners focused on the human being.

Key Takeaways

  • How to combine personas and market segments to drive customer engagement
  • Apply insights into customers to your business decisions
  • Take home an action plan for creating and using personas on a variety of budgets

 

Speaker(s)

  • Sharon Meaney – Wells Fargo Bank

    Senior User Researcher, Wells Fargo Bank

    Sharon Meaney is a Senior User Researcher with Wells Fargo bank in the Virtual Channels Digital Experience Design team. She brings more than 15 years of user research experience to her role testing digital banking tools. She is directly responsible for managing research strategy and program development with several agile product teams and has also been working in close partnership with WFVC Accessibility SMEs to develop a joint accessibility / usability testing strategy.

     

  • Emily Palmer-Brown – Wells Fargo

    Customer Insights Manager, Wells Fargo

    Emily Palmer Brown is an Insights Manager & Customer Experience Advocate with Wells Fargo bank in the Virtual Channels Digital Experience Design team. She brings more than 20 years of qualitative research experience to her role informing strategy and design to ensure exceptional, seamless experiences for prospects and customers. In partnership with Sharon, Emily helps design research approaches to meet the needs of multiple lines of business who shifted from a waterfall to agile delivery model.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
1:45pm to 2:30pm EDT