Gartner Research

How to Design Customer Experiences Using Persona-Driven Customer Journeys

Published: 24 January 2018

ID: G00347053

Analyst(s): Jane-Anne Mennella


Customer experience leaders struggle with how to design experiences for, and time them with, the pivotal moments in the customer journey that count. Use this framework to guide and prioritize your customer experience (CX) design efforts.

Table Of Contents
  • Key Challenges



  • Start With the "Who": Create Personas to Illuminate and Inform the Customer Experience
  • Identify "When": Map Personas to Key Moments in the Customer Journey
  • Take Inventory of "What": Define the Stories, Services and Experiences That Engage and Delight
  • Solve for the "How": Identify Data, People, Processes and Analytics to Enable and Optimize Experiences
  • Continuously Measure and Revalidate: Optimize Initial Experience Design Assumptions

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