Personas in Action


Personas: Persona development, personas, Field Studies, creating and using personas, persona best practices.

This seminar focuses on getting past personas as hype and concentrates on how to develop and use personas on your designs. We will focus on data sources, including tips for gathering and interpreting user data in the construction of personas. This seminar will take 3 real world design contexts (B2C website, B2B web application and product usability) and show you the real world challenges of applying persona data to a design.

Leveraging many years of experience with personas, Frank Spillers, MS will walk you through persona pitfalls and issues and guide you toward an understanding of when/ why/ how and where to apply persona insights to your design. Beyond marketing personas, this seminar will provide you with the knowledge to develop and apply personas to your user experience and design efforts.

The hype over the last decade surrounding personas would have you believe that personas are cartoon characters, abstractions of user profiles…imagined in order to help you think about your customers. Personas are not intangibles. They are not 'shake and bake' customer profiles that the Marketing Department cooks up and expects designers and developers to work with. Instead, personas are living embodiments of user data and represent user behavior, intention and action. Personas are design tools. This seminar shows you how to develop and use personas effectively.


  1. The politics of customer profiles and personas
  2. Where does user data come from?
  3. Gathering data: core techniques, tips and techniques
  4. Developing your personas
  5. Interpreting data and applying it to design
  6. Persona pitfalls and cautions
  7. Q & A

Who should attend: Designers, Developers, Program or Product Managers; Business Analysts; Research and Development teams

What You Get: 

What You Get:

  1. Unlimited Archive Access
  2. PDF Notes (PPT)
  3. Access to Trainer with any questions

By the end of this UX training you will:

  • Have an in-depth understanding of personas and how to use them.
  • Be able to differentiate personas from other data gathering methods.
  • Avoid pitfalls of applying personas to your UX.
  • Be able to create personas. 

Frank Spillers, MS (CEO, Founder & CXO)

Frank Spillers is a distinguished speaker, author, and internationally respected Senior UX practitioner and UX Master Trainer. He is a world expert in improving the design and user experience of products, services, and experiences across numerous industries and applications. A recognized leader in the field, Frank has successfully applied 22 years of advanced knowledge of UX and Human-Centered Design methodology in Fortune 500, non-profits, and corporate environments globally.

A recognized subject matter expert by the U.S. Department of Labor, Frank has developed new UX techniques for understanding user needs, assessing user experience, and conducting rapid design prototyping. Recently, he has contributed ground-breaking research on the impact of design and emotion. His current work has been profiled in leading industry publications including The Handbook of Task Analysis for Human-Computer Interaction, MarketingSherpa's Landing Page Handbook, and the book-- The Persona Lifecycle.

Before founding Experience Dynamics in 2001, Frank managed usability consulting for WebCriteria (now IBM Analytics) and worked with students of Dr. Donald Norman (the grandfather of Human-Centered Design) at Intuitive Design, a San Diego-based User-Centered Design consultancy. His current clients include Microsoft, Intel, IBM, Logitech, GE, Hewlett-Packard, KeyBank, Four Seasons, Chase,, and He has trained over 70,000 UX designers globally and continues to teach through his mentoring group:

Frank received his Master's in Cognitive Science (MS) from Birmingham University, UK in the user experience of virtual reality with an emphasis on collaborative virtual environments.

Email Frank

Who’s Attending our Training?

American Airlines
American Express
Blue Cross Blue Shield
Business Objects
Calvin Klein
Capital Group Companies
Capital One
Drexel University
EMC Corp
GE Healthcare
Geico Insurance
Hartford Insurance
Hilton Hotels
Hitachi Consulting
Home Depot
John Deere
Mentor Graphics
Providence Health System
Research In Motion
State Farm Insurance
State of Michigan
State of New York
Sun Microsystems
Tulalip Tribes
US Bank

Satisfaction Guarantee

We want you to be completely satisfied with our trainings and to be rewarded by each investment you make with us. Your satisfaction is ensured with our 365 day money back guarantee. If you are not completely happy with a training you purchase, you have the privilege of qualifying for a full refund, credit or replacement of the initial amount for a period of 365 days after the date of purchase.

Others Who Attend Say...

“The "hands-on" material was great. Frank provided us with tools to empower us regarding usability. I see myself using the information I learned on all future projects. Frank was very knowledgeable and was particularly tuned into interesting statistical data regarding banking usability issues.”
— KeyBank