Gartner Research

How to Design Customer Experiences Using Persona-Driven Buying Journeys

Published: 12 September 2014

ID: G00264694

Analyst(s): Jake Sorofman


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
  • Key Challenges



  • 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

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