Learn to build data-driven, effective personas based on research
Online course:
Building data-driven personas
By Stefania Mereu, Director of UX & Design @ Pearson
Course length: 8h
Some of the companies that train their teams at CXL Institute:
Customer personas can really drive your business forward
If you base them on data, not fluff and subjective ideation.
This course will teach you to combine qualitative research with quantitative methods to build truly representative personas in a research-based method that is both fast and rigorous.
In just 8 sessions, you’ll be able to…
- Build truly representative and effective personas based on research.
- Quantitatively segment your customer or user base.
- Conduct successful interviews to integrate qualitative data into your personas.
Sneak preview: Lesson 1
This introductory lecture will guide the user through some general, but important considerations about the use of personas in an organization, and will present a few real world use cases. What are they? How do you build them? And why? [fvplayer id=”13″ …Learn how to build strong personas and actually put them to use
In this course you’ll learn to identify elements of good personas, and provide you with actionable ways to incorporate them in your organization.
The course will also outline the difference between two different approaches in building personas—data-driven vs. hypothesis-driven. You will learn the advantages and disadvantages of each approach and understand which circumstances make one method more appropriate than the other. You’ll also learn to optimally combine qualitative research with quantitative data.
Lastly, you will learn how to package and market your personas in your organization.
This course is right for you if…
- You’re involved in any customer or user centric effort in a medium to large organization.
- You own a startup of any kind, with or without existing customer or user base.
- You’re a UX designer or UX researcher looking to step up their strategy game.
This course is probably not for you if…
- You’re the user of your product (hint: this is an extremely rare circumstance).
- You already have your bullet-proof method to create personas.
- Your company’s monetization strategy exclusively depends on technology advancement.
Skills you should have before taking this course
- Domain expertise on your specific industry (e.g., Marketing, UX Design, etc.)
- Basic knowledge on how to use an electronic spreadsheet (i.e., data handling and graphs).
- Basic statistics understanding (probability, descriptive statistics such as mean and mode, data summary and visualization)is ideal, but not completely necessary.
About your instructor,
Stefania Mereu
Stefania is a UX Data Scientist, Strategist & Evangelist. She is director of user experience at Pearson. Before then, she was Sr. Quantitative UX Researcher at Express Scripts and Vice President of Research at Vast, a medium size startup that raised $14 million last year.
Previously, she worked as a Statistician and Human Factors Engineer at the Federal Aviation Administration and as a researcher at University of Illinois at Urbana-Champaign. She also served as a consultant for Fortune 500 companies, including Southwest Airlines, USAA and Google.
She obtained a doctorate degree in Cognitive Psychology from Sapienza University of Rome in Italy. She loves teaching, spending time with her family, cooking delicious Italian food and playing board games. She also loves music. Fun fact: her graduate school job was at a record store specialized in rare vinyl. She was also a freelance contributor of an Italian music magazine.
Your full course curriculum
Building data-driven personas
1 Personas
2 Elements of good user personas
3 Hypothesis-driven vs data-driven personas
4 Quantitative, data driven user segmentation
5 Qualitative validation of user segments
6 Examples of personas for different industries
7 Put it together and sell it
8 Practical examples and wrap-up
Show off your new skills: Get a certificate of completion
Once the course is over, pass a test to earn a CXL certification.
Add it to your resume, your LinkedIn profile or just get that well-earned raise you’ve been waiting for.
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You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.
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