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Rather than making business decisions based only on what is viable or feasible to the organization, a well-crafted persona allows organizations to inform their decisions based on what is desirable to their customers. For personas to be useful artifacts, please do not treat them as an unchangeable fact. Instead, personas tell the story of a customer type based on what the organization knows now, which could be subject to change the more they learn about and involve their customers in the process. Further, useful personas should not be customer stories or pretty pictures that collect dust on a shelf somewhere. Smart teams may create trading cards or full-size cardboard cutouts, whatever it takes to channel the customer perspective across levels within an organization making business decisions that impact these key stakeholders.

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In part 2, we will define and discuss the value of journey maps. HCQIS is committed to helping our team members learn more about HCD to help us better support customers. Here are four ways you can learn more today:

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