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projekt202 Persona Work Highlighted by Forrester Research

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Employee personas can build and strengthen engaging EX strategies

ADDISON, Texas - Amzeal -- Employee engagement leads to stronger company performance. However, the effects on an organization's bottom line can be detrimental if employers skip a key variable in the engagement formula: understanding the employee.

That's a crucial finding from a May 9, 2019 Forrester Research report, "Create Employee Personas To Power EX Strategy." It shines the light on the power of using personas to design engaging work based on better understanding employees' perspectives, wants and needs.

[Report access requires purchase or subscription.]

According to the report, a well-designed employee experience (EX) makes employees feel more connected to their employers and companies, propelling them to put more time and effort into doing their best.

It indicates that most employee experiences are not "employee-obsessed." In fact, this lack of understanding and unmet expectations can lead to an employee exodus as workers head to better opportunities.

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To develop outstanding employee experiences, companies should look at creating employee personas. These represent a large segment of employees as a single individual, and illustrate required tasks, goals, motivations, wants, needs and pain points – all from the employees' perspective.

Citing persona work performed by projekt202, Analyst Angelina Gennis noted in her May 10, 2019 blog article, Employee Personas Strengthen Your EX Strategy, "projekt202 conducted observations and interviews in a client's fertility clinic to diagram fertility coaches' workflow. The workflow illustrated how much coaches have on their plates and what led to cumbersome processes that detracted from giving patients the best care. The consultancy conducted employee research and determined key modes that coaches switch between as they navigate their workflow. Submodes, or 'modes of working,' further detailed the needs to meet to improve employee experiences."

The May 9, 2019 report continued, "Then, projekt202 modeled the workflows to correspond to the mode-based personas and identify opportunities for optimization. It has found this to be a repeatable process to determine a plan of action or road map for improved EX."

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Personas' strengths lie in keeping the focus on real people who exhibit unique sets of characteristics. These behavior-based personas assist projekt202 teams throughout ideation, design and marketing to help teams develop appropriate solutions and messages.

This personas work is a foundational part of projekt202's unique methodology for helping companies fully understand customers and users in context. It is a valuable resource in projekt202's Experience Strategy and Insight (ESI) practice, which discovers the patterns and themes that provide actionable, deeper and more valuable perspectives on customers' wants, needs and motivations.

About projekt202

projekt202 is the leader in experience-driven software strategy, design and development. Our established methodology for understanding people in context — we reveal unmet needs — drives everything we do. This leads to a clear understanding of the customer, which shapes design and development of new solutions and experiences.

James Black, projekt202

Source: projekt202
Filed Under: Technology, Software

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