How to Design Customer Experiences Using Persona-Driven Buying Journeys

Archived Published: 12 September 2014 ID: G00264694


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As customer experience-based competitive advantage surges in priority, many marketing leaders struggle with how to design experiences for — and time them with — the moments in the buying journey that count. Use this framework to design and deliver exceptional branded moments.

Table of Contents

  • Introduction
  • Analysis
    • Start With "Who": Create Personas to Illuminate and Inform Customer Experience
    • Identify "When": Map Personas to Key Moments on the Buying Journey
    • Inventory "What": Define Stories, Experiences and Services That Engage and Delight
    • Solve for the "How": Identify Systems, People, Process and Data to Enable Experiences
    • Define Pathways That Draw Audiences From Engagement to Conversion to Transaction and to Advocacy
    • Measure Continuously to Optimize Initial Experience Design Assumptions Over Time
  • Case Study
  • Gartner Recommended Reading
© 2014 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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