Test Your Logistics Analysis Skills (3)

Correct Answer

D. Personas

Explanation

“Personas” are fictional characters that represent the main traits of large groups of users (types of user), including their goals, needs, and behaviour patterns. Personas are used heavily in user-centred design to guide decision-making and ensure the service meets the real needs of identified and understood users.

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Admittedly, this is more of a BA (business analysis) question than a logistics question, but BAs are often called on to analyse the performance of companies that are logistics and/or supply chain intensive in their operations, so this is a useful term. Understanding customer needs should be at the core of SC and logistics service design. User personas help us configure business systems around the needs of the various users of our services or products.