__LESSON LEARNED FROM DESIGN AGENCIES' BEST PERSONAS__
As part of Forrester's recent evaluation of Web Design Agencies, we evaluated the personas developed by the firms. Each of the 17 firms we examined provided us with reference personas that had been created for clients. We evaluated these efforts with our five criteria, determining if they: 1) were based on primary user research; 2) were formatted as a narrative; 3) included details about motivations, goals, and behavior; 4) included contextual insights; and 5) had a human face and name. Eight of the agencies received high marks for their persona creation work.
