design & product leader

Personas & Journey Map

What is it?

Personas are composite of characteristics and needs of real people, used as reference when planning, designing and testing products. A journey map follows a persona through a process of interacting with a service in order to understand the ups and downs of their experience. Both are used in order to design better products and services.

My role

I initiated the research and was the executive sponsor. Our XD team, along with support from a cross-org group, led research to define personas and create the journey map. I orchestrated the rollout to the organization at large.