Forrester recently spoke with Discover Financial Services' director of eCommerce, Steve Furman, and its senior marketing manager, site development, Anne Feder. Discover is a relative veteran in the four-year-old practice of using personas. Working with design agency Cooper, the company started the research phase of its effort in April 2001, and began using the resulting personas in August of the same year. Furman and Feder offered these insights from their successful efforts:
