2014 Workshop and Plenary Nick Malik CAEAP – Center for the Advancement of the EA Profession

2014 Workshop and Plenary Discuss Persona Driven Design Consensus on the Goal for the Career Path Deliverables Collaborative session on Personas Collaborative session on Measures Build value proposition for the CP Selection of primary and secondary persona Create measures of success for primary and secondary persona Goal: To build consensus on what the result should be and how the deliverables will achieve it.

2014 Workshop and Plenary What is it? Customer-centric design process designed to help ensure that the deliverables will be valued by the intended customers Process Results Clear organizational alignment Measures are used to clarify decisions about level of detail and viewpoint for artifacts Build consensus on the goal Outline all personas Select primary and secondary personas Develop measures of success for primary persona

2014 Workshop and Plenary A description of a fictional person who represents a single member of the target audience for a product or service. Personas are personal. They are like a person, with a name, gender, age, history, likes and dislikes, and goals. They have a reason for using your product.

2014 Workshop and Plenary How does she learn about the product? Hiring manager sends her a copy of the CP guide and instructs her to use the job description included. Why does she need this product? Job description draws good candidates Less work than creating one herself Credibility with Hiring manager How does she try the product? Copies Job description & sample screening questions from CP Guide and edits into company standard template. Reviews with hiring manager and posts. Why not use a competitor? (differentiation) Hiring manager trusts an FMO References from other companies IT HR association endorses it Describe this person (role, employment, likes/dislikes, personal goals / wishes) 4 year employee, hires for IT department only, 9 months in role Uses job boards to search for resumes by keyword (usually job title) Compares similar job descriptions / experience descriptions to her listing No engineering or systems experience Wants to move to HR generalist role Rewarded by finding people the hiring manager will like. How does she buy the product? Positive feedback from hiring manager(s) and applicant(s) that the job description is well developed Adds CP-guide led JD into company standard template library. Describe the process of using this product Hiring manager sends recruiting request Read FEAPO document Pull job description out and incorporate into listing. Get sign off from h/m Develop screening interview questions from capabilities listed. How does she tell others about it? Shares guide with colleagues. Mentions it to peers on professional social media (LinkedIn) or at a conference.

2014 Workshop and Plenary In this exercise, we will discuss the value proposition of the Career Path deliverables Brainstorm. No right or wrong answers. Write, on a post-it, the following sentence: > wants or needs > and uses the guide because > Place the post it on the white chart Group the post-it notes by similarity of value proposition

2014 Workshop and Plenary What value propositions are the most compelling? Which “roles” are most likely to adopt the product? (change) (Primary and Secondary) As a room, select 2-4 value propositions as “best examples” for the rest of the exercise.

2014 Workshop and Plenary How does she learn about the product?Why does she need this product? How does she try the product?Why not use a competitor? (differentiation) Describe this person (role, employment, likes/dislikes, personal goals / wishes) How does she buy the product?Describe the process of using this product How does she tell others about it? PhotoPhoto

2014 Workshop and Plenary A measure of success is an indicator that a customer is finding value in the use of the product. Look for places where the results delivered or goals achieved are measurably different because of the product Example measures for the iPod (vs. the Walkman) Spend more time listening, less time fiddling with songs / tapes / music Gain control over which songs, in which order, I listen to (without mix tapes) Music goes anywhere because music player is light and hassle free Looking cool to my friends because of futuristic design

2014 Workshop and Plenary Write three measures of success for our primary persona on post-it notes Add them to the white board Group by similarity We will read the measures aloud Vote by show of hands to indicate which are the “best” (All will be captured in the notes)

2014 Workshop and Plenary We believe that the primary customers for this product is: Primary: Secondary: We believe that the value proposition for this product is: We believe that the best measures of success are: