Your organization depends on its ability to win every customer interaction. User personas - detailed descriptions of archetypal end users - are the gateway to designing customer-centric products and experiences that address customer needs. Building user personas will help you develop products and services your customers truly want. In this course, you'll learn the essential elements of user personas and the business information to be gained from them. You'll also learn how to build a user persona, which data to include in a persona, and the qualities of an effective persona. And you'll discover what customer-centric design can tell you about your customer, and how it will benefit your business.

To understand the different feelings and cognitive processes a customer undergoes when dealing with your organization, you need a tool that can document every step of their experience. Customer journey mapping is one such tool, and is essential in helping you understand customer needs and define problems highlighted by their experiences. In this course, you'll discover how to create a customer journey map, a customer-centric problem solving tool that can enable you to brainstorm effective solutions to key customer pain points. You'll also explore how to recognize and prioritize specific actions to improve your customer focus while avoiding common mapping mistakes.