Examples of products/sites that used personas

15 Apr 2011 - 12:11pm
4 years ago
3 replies
5201 reads


It's been a long time since I've come across specific examples of products/websites that were built using personas (the ethnographic variety).  I know there are companies that utilize personas (Microsoft, Canon, etc) but I'm having a tough time tracing it to actual names of products.

Any examples would be much appreciated!


15 Apr 2011 - 2:27pm
Alex ONeal

I love this discussion idea, and hope to see examples - but I think the challenge is that personas developed for products and web apps are frequently restricted to internal access. To reveal the personas behind the work is to reveal quite a bit to competitors. Companies with the money to spend on persona research are typically companies with strict rules about sharing internal product.

That said, I hope to be proven wrong!



2 May 2011 - 5:33pm

Alex, looks like you're right!

However, I managed to piece a few things together from some Forrester reports - hopefully they will be of use to someone else.  If anyone knows more about any of these personas, I'd love to learn more!

Personas tied to specific projects:

  • Critical Mass provided QVC.com with personas
  • Whittmanhart helped St. Jude with fundraising (not sure which campaign though) with personas
  • Etrade used personas for its IVR
  • Staples built personas for their website
  • Discover Financial Services used personas for their website
  • Avenue A/Razorfish created personas for a Slimfast email campaign
  • Quarry helped Nortel create personas for Sales Reps
  • Organic built personas for Daimler Chrysler marketing plans


Have used Personas, but unknown project/product:

  • Molecular built personas for Keybank
  • Iron Mountain built personas
  • Best Buy built personas for a project that had something to do with  "customers who were thinking about buying flat screen TVS & cameras etc"
  • Wells Fargo built personas - project unknown
  • Microsoft Dynamics group used (60-ish!) personas for unknown project/use
  • Fidelity built personas
  • UPS built personas
14 Feb 2012 - 6:19am

... and, of course, probably all of Cooper's work is created around personas :)

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