Post on 21-Jan-2018
Implementing user centricity in every corner of the business
#jboye17 - Aarhus 8th November 2017
Anna Svagrova & Marcela Alvarado
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Name: Marcela Alvarado
Gender: Female
Age range: 40-50
Position: Intranet Manager
Seniority: 18 months
Country of birth: Chile
ABOUT MEMy son
Me and my brand new U2 t-shirt
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Do you know anyone from Chile?
Would you base any decision just on that?
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11.200+
OWNERSTHE 5TH LARGEST
MILK INTAKE14+ BILLION KILO
20.000+COLLEAGUES
10+ BILLION EURO
REVENUE
PRODUCTS SOLD IN
100+
COUNTRIES
DAIRY COMPANY
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WHAT IS A PERSONA?
A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people.
Shlomo Goltz
7
WHY SHOULD ARLA USE PERSONAS?
Improve Optimize Identify Act Create
decision-making process
hand-over process
obstacles and pain points
facts and not assumptions
maximum impact
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UNDERSTAND YOUR USERS…
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Do you have INTERNAL Personas?
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How did we createArla Global Personas
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13COUNTRIES
4LANGUAGES
50 MINUTES
on average
109 CONVERSATIONS
FACE TO FACE & SKYPE
6BUSINESS GROUPS
OUTCOME
• A day in your life
• Work life
• Communication channels
• Relationship to Arla
• Future dreams and ambitions
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5 SECTIONS
5 PERSONAS
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Persona 1 Persona 2 Persona 3 Persona 4 Persona 5
ARLA GLOBAL PERSONAS
Adam
• Likes to run in the morning
• Isn’t very active on social
media
• His position is a people
manager
• Has many meetings per day
• Focuses on progressing
together with Arla
Ricki
• Does many sports in his
free time
• On a perfect day, he would
like to be with his family
• Digitally traditional
• Receives a daily work plan
when reaching work
• Doesn’t use the intranet
channels very often
Lora
• Digitally very progressive
• Has very busy working days
• Her days are planned and
she is responsible for the
structure
• Gets stressed by last
moment changes
• Her top work priority is to
be challenged
Amir
• Has energy after a morning
shower
• Is comfortable using
technology he knows
• Uses social media to be in
touch with his friends and
family
• Is not stressed
Sofia
• Really likes breakfast
• Is a heavy smartphone user
• Struggles with finding
information
• Thinks the work
environment is positive
• If she isn’t promoted, she
will look for a job
elsewhere
In my free time, I am…
• full of energy after a morning jog
• taking care of the house and our garden
• like to stay in touch with our family and friends
• using a smartphone or a tablet
ADAM In my position, I am…
• in control of my schedule
• very often in a meeting
• sometimes stressed by having too many tasks and not enough time
• responsible for my team
In my future, I would like to…
• progress together with Arla
• climb the corporate ladder
• see my children grow up happy
• provide a stable place for me and my wife
Hello, my name is Adam!I am 48 years old and live withmy family. Our children will goof to the university soon and,thus, we try to spend as muchtime as possible together.
I have been in Arla for a whileand I am still feeling fulfilled. Itis especially because I wasallowed to grow together withthe company. At the moment, Ihave a responsibility over ateam and I am definitely notready to stop advancing.
My communication channels My social media
0%
5%
10%
15%
20%
25%
30%
35%
Denmark Sweden Germany UK Non-core
In which country can you find me?
0% 10% 20% 30% 40% 50% 60%
Supply chain
Marketing & Innovation
International
Europe
HR & Corporate Affairs
IT, Legal & Finance
In which business group can you find me?
I like my communication to be written for the sake of accountability as well as the opportunity to read it when
I actually have the time for it
I am not very active on social media – I mostly follow what my friends have to share. From time to
time I put a interesting link or an article.
HOW TO WORK WITH ARLA GLOBAL PERSONAS
When you know your target group, tailored solutions come naturally
USING PERSONAS
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Formulation of your case Choosing your target group The Persona’s perspective
1 2 3
Case description
Target group
Business goals
Positives
Negatives
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18
We would like find out the relevancy and possible ways to improve the printed employee magazine ‘Closer to Arla’
Blue collar employees
• Make people feel as ONE Arla• Establish ambassadors by sharing Arla stories• Knowledge sharing• Inspiration• Feeling proud
+ Paper feeling+ Opportunity to take it with you+ Available for everyone+ Show off for outsiders
- Low engagement- Costs and distribution- Untraceable progress- Old stories (4 times a year)
STEP 1
USING PERSONAS
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Formulation of your case Choosing your target group The Persona’s perspective
1 2 3
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How would this framework
support your decisions?
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THANK YOU!