How Dynamic Persona Modeling Enables Digital Transformation
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An organization's people — its end users — are at the center of every process and digital transformation and directly impact the customer experience (CX). So it's crucial they have the right tools for success. Yet we often find organizations leave end-user technology decisions to chance.
In reality, IT and line-of-business (LoB) leaders are typically disconnected and siloed.
Without insight from LoB leaders on end-user needs, IT makes assumptions — often false ones — about who their end users are and what new technology they need to thrive.
When LoB leaders and their end users feel unsupported, they may resort to implementing their own ad-hoc solutions, resulting in shadow IT and increased technology sprawl.
To break this vicious cycle, WWT developed a Dynamic Persona Modeling (DPM) methodology that brings together IT and LoB leaders to align end-user needs, technology requirements and business objectives to ensure successful transformations and improve IT credibility across the organization.
What is dynamic persona modeling?
DPM views digital transformation through the lens of the end user. It is a pragmatic application of end-user-centered design philosophy, resulting in technology decisions that improve the digital employee experience and support business priorities.
Our approach starts by merging data with institutional knowledge to create an aligned, overarching set of criteria that encompasses end-user needs, organizational objectives and technology requirements. These requirements are mapped to specific groups, and even to individual end users, to create a dynamic picture of who needs what services and where.
After developing aligned criteria, we build dynamic personas. Dynamic personas are groupings of end users aligned to business objectives that share common characteristics, services and/or requirements. This helps create a holistic vision of the entire organization.
Dynamic personas are then used to create a complete resource model based on aligned requirements. We map each end user to requirements such as technical features, support needs, security and access profiles, collaboration profiles, applications, licensing, adoption and training needs, migration/batching schedules, and even financial models. This step is essential for IT leadership decision-making as it provides a clear path forward based on data and aligned requirements — not assumptions.
Finally, as a partner to many of the world's leading technology manufacturers, we have expert insight into industry trends, best-in-class solutions and future technologies. Based on the aligned requirements and mappings, we work with IT leadership to build a comprehensive technology roadmap, including program design and solution development.
Remove the guesswork from technology decision making
Empowering employees with the right tools is key to delivering fresh customer experiences and creating a workplace where everyone thrives. This requires IT and LoB leaders to build a strategy that is inspired by their workforce and aligns employees' needs, technology requirements and business priorities. Only then can IT confidently make the right technology decisions to successfully transform the digital workspace, improve employee satisfaction, increase productivity and drive innovation.