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A global consulting and project solutions firm was updating and implementing enterprise-wide platforms to improve employee and HR services. Their current platforms needed were unable to easily target data, content and experience relevant to each user. Knowing that a one-size fits all or even most approach did not work for this global organization, we worked to define and implement persona data attributes to drive personalized experiences, targeted content and system permissions for their employees across current and future platforms.

Veracity got to work conducting user and stakeholder sessions to define personas, defined by workforce segments, and data attributes. This defined list of attributes aligned to employee needs and current and future system data fields. To efficiently manage the persona attributes over time, we developed thoughtful frameworks and guidelines for governance on how to build, implement and scale into the future. These attributes would define the rules in Active Directory for targeting data, content and information across enterprise-wide systems and platform.

Veracity worked to define the right language for personas to build a better more personalized employee experience now – and in the future.

Creating User-Friendly Persona Attributes Built to Resonate

The company’s definition around employee segments and groups relied on acronyms or unique corporate language that could be confusing and hard to use to define rules for targeting. Through stakeholder and user sessions, we uncovered opportunities to define segments based on common function, role or worker names—such as specialist, individual contributor, partner or leader—and use human-centered language to better clarify for all employee teams across the company. Through that valuable employee insight, we defined an inclusive, modernized user-centered list of persona attributes that resonated with the employees using these attributes in future systems.

Collaborative Persona Development to Personalize Engagement

As part of our discovery process, we needed to understand how different business teams might use persona attributes in their day-to-day processes—and how to organize the personas into comprehendible categories using common language that would resonate across all corporate teams. Veracity led collaborative sessions with different departments company-wide to interpret what persona attributes were most important for them to help define their people, and the common language or categories employees used to refer to their teams. That user insight helped us define easy-to-understand persona categories to help our client better target the right people in a system, send people the right content, or assign the right permissions.

Defining How to Build & Manage Persona Attributes Now & in the Future

The primary goal of this project was to support personas in Akumina, their intranet and employee experience system, and for broad use across enterprise systems in the future. To do so, our team needed to align chosen persona attributes to current technical systems, and define specifications and guidelines on how to build, implement and manage attributes in the future. Veracity performed a robust gap analysis of the defined persona attributes against their current systems. Then we defined Open API specifications for how this data should be made available to other enterprise systems to allow for persona-building across platforms. To effectively manage persona attributes in API future platforms, we also created a thoughtful governance process outlining how the program would be managed today and scale into the future.

Project Outcomes

Personas Analyzed To Understand Relationships & Key Attributes To Represent In the Framework
Persona Data Attributes Defined Across 11 Common Categories
Interview Sessions Conducted With Key Teams Critical For The Success Of Persona Data Management