Gartner Research

How to Design Customer Experiences Using Persona-Driven Customer Journeys

Published: 07 July 2016

ID: G00310696

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 customer journey that count. Use this framework to guide and prioritize your customer experience design efforts.

Table Of Contents
  • Key Challenges



  • Start With Who: Create Personas to Illuminate and Inform the Customer Experience
  • Identify When: Map Personas to Key Moments on the Buying Journey
  • Inventory What: Define Stories, Services and Experiences That Engage and Delight
  • Solve for the How: Identify Data, People, Processes and Analytics to Enable and Optimize Experiences
  • Define Pathways That Draw Audiences From Engagement to Conversion, Transaction and Advocacy
  • Measure Continuously to Optimize Initial Experience Design Assumptions Over Time

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.