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Archivist of the United States

Improving Customer Experience with Digital Personas

Keeping the customer’s needs front and center is important when developing new digital tools. We recently developed a set of user personas as part of our work to establish a more robust—and data informed—understanding of the individuals that engage digitally with the National Archives (NARA). User personas are fictional, but realistic representations of key audience segments that are grounded in research and data. We recently applied customer data from a variety of sources including website analytics and online surveys to inform the creation of eight personas that represent our digital customers: Researchers, Veterans, Genealogists, Educators, History Enthusiasts, Curious Nerds, Museum Visitors, and Government Stakeholders.

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