Transcription
Personas and Journey Maps for Organizational ChangeMapping the Change JourneyPresented by: Lanette Ferguson, TEKsystems Global ServicesSeptember 7th, 2018Change Management Texas 2018
WelcomeLanette FergusonACMP Texas VP Board of DirectorsOCM Practice Architect – Global ServicesChange Management Texas 2018
“Inside of every problem lies an opportunity.”– Robert KiyosakiChange Management Texas 2018
Session Objectives1. Learn the value of creating personas and journey maps for changeinitiatives2. Learn the power of using journey maps to paint the picture of howdifferent audiences move through a change3. Learn how to quickly build a tailored change approach for eachaudience4. Learn how easy it is to build personas and journey maps using theprovided templatesChange Management Texas 2018
Purpose & ChallengesPurpose Journey maps are used to bring awareness to customer journeys Personas are used to humanize stakeholders as well as bringingawareness to a particular stakeholder group’s unique needsChallenges Figuring out how to apply personas and journey maps to changeinitiatives and internal stakeholdersChange Management Texas 2018
Value Creates deep awareness of how each stakeholder experiences the changejourney Provides input into the change adoption, change readiness, coaching, changenetwork and communications plans Enables buy-in from project and leadership team in support of recommendedchange activities Provides an opportunity for change and project managers to thoroughly thinkthrough the change Provides the project team and leadership with an easy way to understandwhich audiences are impacted the most and at the highest riskChange Management Texas 2018
Building Personas and Journey MapsInputs for building your personasand journey maps Stakeholder/Impact analysisStakeholder interviewsChange objectiveBenefitsSuccess criteriaOther Resources Project managerProject artifacts e.g. project charterProject team membersLeadership/Change SponsorChange Management Texas 2018
Building Personas and Journey MapsHow many and for whichaudiences?1. Build multiple personas/journeymaps for each initiative2. Build for the most impactedstakeholder groups/audiencesHow to do it1. Envision yourself in the role of the persona youare planning for2. Empathize with the persona as if you were goingthrough the change3. Get help from audience SMEs if needed4. Shift your mindset from practitioner to impactedstakeholder5. Utilize knowledge of DiSC, MBTI, SCARFconcepts to help with mind shiftChange Management Texas 2018
IdentifyingAwarenessActivitiesPlanningLength of Service: 5 yearsRoles within organization:Supervises NetworkEngineering, IT Security,DevOps, Disaster Recoveryand Cloud teamsPrimary responsibilities:Employee management, worksdirectly with team to drive tasksand deliverablesPersonal/professionalmotivators: Career growth,team growth, align team tocompany vision/mission,project deadlines to meetexpectationsThoughtsEmotionalExperienceo Receiving updates frommanagement about the changeo Keeping my team informedo Modeling new behaviorso Begin sharing what I know with myteamo Passing info along to my teamo Supporting my team by givingthem time to attend training,participate in UAT, as ChangeChampions or Super UsersPain Points(Resistance/Risk)Level of tech savviness: HighLearning style: Low-touch, isinterested in developing team’scapabilities vs owno What does my team need to do toimplement and maintain these newprocesses and tool?o Participating in requirementsconversationsOpportunities(WIFM)o What integration points do weneed to take into consideration?o What about the other initiatives myteam is working on?o My team is being asked tochange everything they do whichis concerning to meo Overwhelmo Fearo Concerno Happinesso Ambivalenceo Resistanceo Denialo Excitemento Help me understand what I need todo to get my team readyNeedsImplementingo Begin to hear about the new ITSMinitiative from leadershipo Stakeholder analysis meetingsAge Range: 38-55How this Impacts MeLevel of Impact: MediumTraining requirement: MediumEngagement requirement: Higho Help me understand what I need toknow to fit this in with my otherprioritieso I don’t have the time to roll up mysleeves and get tacticalo My team is already short onresources so I can’t afford to havethem focused on a projecto Help me balance the workload for myteam so that they can participate inproject related activitiesOverall Risk Score:SustainingGo LivePersonaIT SupervisorWhat is Changing for MeMy team needs to change their processes while also learning a newtool. They will likely need training and will need to participate inprocess reengineering meetings which impacts their productivity.o Which members of my team areon board with the change andwho are not?o Monitoring metrics to see how the newtool and processes are impacting myteamo Continuing to model new behaviors formy teamo Addressing concerns and issueso How do I know what success looks likefor my team?o How do I get those that areresisting on board?o What does management want me totrack and how do I report my team’sprogress?o Cautiouso Frustrationo Optimismo Reliefo Practiceo Motivationo Skepticismo Realizationo Acceptanceo Utilizationo I need to be kept in informed ofprogress, how my team isimpacted and what they need todo differentlyo I need to know how best tosupport my teamo I need to know how to measuresuccess and what success looks likeo I need to understand exactly howthese changes impact my team’sproductivityo I need my leadership team to continuerallying for the changeo How do I trust the implementationteam knows our business enoughto configure this tool for us?o My team is being stretched thindue to project related activitieso How do I sustain momentum in anunstable environment?o Capture thorough requirementsso you understand our needso Keep me involved as appropriateso that I trust the processo Help me understand and conveythe big picture vision and benefitsof the change to my teamo Curiosityo Anticipationo Integrationo Commitmento Members of my team arecomplaining about the newprocesses and impacts to themo Help me hold my team accountable byimplementing performance reviewmetrics
Identifyingo Assist with identifying participantsfor process configuration meetingsNew/RevisedProcesseso Assist with identifying participantsfor stakeholder analysis, impactinterviews and/or focus groupsHow this Impacts MeLevel of Impact: MediumTraining requirement: MediumEngagement requirement: HighPlanningImplementingo Stay engage with project teamo Pass along new processinformation to teamo Attend training for new processeso Support team participation intraining for new processeso Encourages completion of surveyso Tracks process adoption metricsand works with team to meet themo Encourage team’s participation indefining new processeso Model new processes wheneverpossibleo Updates performance reviewcriterial to encourage modifiedbehavior around process adoptiono Encourages and promotes CSIo Identify success metrics for teamAge Range: 38-55Length of Service: 5 yearsRoles within organization:Supervises NetworkEngineering, IT Security,DevOps, Disaster Recoveryand Cloud teamsPrimary responsibilities:Employee management, worksdirectly with team to drive tasksand deliverablesPersonal/professionalmotivators: Career growth,team growth, align team tocompany vision/mission,project deadlines to meetexpectationsNew Tools/TechnologyChangedResponsibilitiesNew BehaviorsLevel of tech savviness: HighLearning style: Low-touch, isinterested in developing team’scapabilities vs owno Arrange for demo of tool forimpacted stakeholderso Review and verify systemconfiguration documentso Gather and pass along concernsto project teamo Make time for team to participatein desk checksWhat SuccessLooks Likeo Identify success metrics for teamo Support team participation intraining for new technology and aschange champions or super userso Make time for hands on demo ofnew systemo Shares role impacts with team asthey are understood at this timeo Gather and pass along concernsto project teamOverall Risk Score:SustainingGo LivePersonaIT SupervisorWhat is Changing for MeMy team needs to change their processes while also learning a newtool. They will likely need training and will need to participate inprocess reengineering meetings which impacts their productivity.o Share role changes and impactswith team, address concerns andconvey concerns to project teamand transition readiness resourceso Share role changes and impactswith team, address concerns andconvey concerns to project teamand transition readiness resourceso Tracks system adoption metricsand works with team to meet themo Updates performance reviewcriterial to encourage modifiedbehavior around system usageo Encourages and promotes CSIo Modifies performance reviewcriterial to encourage modifiedbehavior around newresponsibilitieso Ongoing in-the-moment and1-on-1 coachingo Convey understanding of newbehaviors to teamo Convey understanding of newbehaviors to teamo Gather and pass along concernsto project teamo Gather and pass along concernsto project teamo Model new behaviorso Encourage participation in trainingand UAT as well as changechampions or super userso Encourage participation in ChangeReadiness surveyo Encourage participation in ChangeReadiness surveyo Encourage participation in ChangeReadiness surveyo Pass along project information toteamo Supervisors pass alonginformation in person via teammeetings and 1-on-1so Supervisor is highly engaged andpromoting participation in projectactivities as well as sharing just-intime communications with teamo Encourages team’s participation inroadshows and other projectrelated activitieso Encourages team’s participation inroadshows and other projectrelated activitieso Keeps project team informed ofobstacleso Models new behaviorso Ongoing in-the-moment and1-on-1 coaching for new behaviorso Updates performance reviewcriteria to encourage newlyidentified behaviorso Models new behaviorso Holds team accountable to newprocess, technology and behaviorso Keeps team informed of projectupdates and project team informedof obstacles
ExerciseScenario You have been asked by leadership to create personas and journeymaps to support a new change initiative You have never done this before, this will be a new process for youChange Management Texas 2018
Age Range: 35-50Length of Service: 1 yearsRole within organization:Organizational ChangeManagerPrimary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerLevel of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningWhat is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.What are ase?Whatpersonasare theando Researcho Assess the changejourneymapsforchangeThoughts Io Stakeholder analysisAwarenessinitiativeso Impact analysismay beActivitieso Get familiar with tools ando Interview stakeholdershaving fortemplatesWhat phase?are theeachThoughtso Thisemotionsis a lot of Iworkmayo I’vebeneverdone this beforeexperiencingfor eacho This is goingto be impactfuloooo Overwhelmo FearWhato Ambivalenceo Resistancephase?EmotionalExperienceNeedsPain Points(Resistance/Risk)Opportunities(WIFM)oo Concernare omyHappinessDenialo Excitementneeds duringeach phase?o I need help gathering andcompiling the information toWhat thearepersonasthecompleteandpain points Ijourneysmay experienceduringo I don’thave eachtime for thisphase?additional workWhatarealltheo I don’thaveof theinformationI needopportunitiesor WIFM forme duringo Opportunityto learn a new skilleach phase?o Opportunityto add a lot ofvalue to the change processo Thorough impact analysis foreach personao Curiosityo AnticipationHow this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighImplementingooooOverall Risk Score:SustainingGo LivePersonaOCMPractitionerooooooooooo Cautiouso Frustrationo Optimismo Reliefo Practiceo Motivationo Skepticismo Realizationo Acceptanceo Utilizationooooooooooooooooooooooooooooooooooooo Integrationo Commitment
What is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.New/RevisedProcessesAge Range: 35-50Primary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerLevel of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningNew Tools/TechnologyChangedResponsibilitiesNew BehaviorsWhat SuccessLooks LikePlanningImplementingo Utilize new personas andjourneys for primarystakeholders to helpmanage changeoooooooooooooo responsibilitiesduring eachophase?o What are theonew behaviors Ioooooooooooooo success lookoooooooooooooooooooooooooooWhat are the newotools oro New personas and journeyneed to adopt formaps templateseach phase?oWhat changeso are being madeoto myshould beo exhibitingduring eachophase?Whatdoeslike for meo during eachphase?oOverall Risk Score:Sustainingo Utilize new personas andjourneys for primarystakeholders to helpmanage changeotechnologies ILength of Service: 1 yearsRole within organization:Organizational ChangeManagerWhat are thenew orrevisedIdentifyingprocesses Imay needtoo Addingnew personasandadoptforeachjourney maps processphase?oHow this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighGo LivePersonaOCMPractitionero Review personas andjourneys for gaps in analysisand use as part of lessonslearnedo
What is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.IdentifyingAwarenessActivitiesAge Range: 35-50Length of Service: 1 yearsRole within organization:Organizational ChangeManagerPrimary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerLevel of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningThoughtsEmotionalExperienceNeedsPain Points(Resistance/Risk)Opportunities(WIFM)How this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighPlanningo Research personas andjourney maps for changeinitiativeso Get familiar with tools andtemplatesooooAssess the changeStakeholder analysisImpact analysisInterview stakeholderso This is a lot of worko I’ve never done this beforeo This is going to be impactfuloooo Overwhelmo Fearo Concerno Happinesso Ambivalenceo Resistanceo Denialo ExcitementImplementingoooooooo Curiosityo AnticipationOverall Risk Score:SustainingGo LivePersonaOCMPractitioneroooooooo Cautiouso Frustrationo Optimismo Reliefo Practiceo Motivationo Skepticismo Realizationo Acceptanceo Utilizationo I need help gathering andcompiling the information tocomplete the personas andjourneysooooooooooooo I don’t have time for thisadditional worko I don’t have all of theinformation I needooooooooooooo Opportunity to learn a new skillo Opportunity to add a lot ofvalue to the change processo Thorough impact analysis foreach personaooooooooooooo Integrationo Commitment
What is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.IdentifyingPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerLevel of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningImplementingOverall Risk Score:SustainingNew/RevisedProcesseso Utilize new personas andjourneys for primarystakeholders to helpmanage changeoo Utilize new personas andjourneys for primarystakeholders to helpmanage changeoNew Tools/Technologyo New personas and journeymaps oooooooooooooNew BehaviorsooooooooooooooooWhat SuccessLooks LikeooooooooooooooooLength of Service: 1 yearsPrimary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPlanningo Adding new personas andjourney maps processoooAge Range: 35-50Role within organization:Organizational ChangeManagerHow this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighGo LivePersonaOCMPractitionero Review personas andjourneys for gaps in analysisand use as part of lessonslearnedo
What is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.IdentifyingAwarenessActivitiesAge Range: 35-50Length of Service: 1 yearsRole within organization:Organizational ChangeManagerPrimary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerLevel of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningThoughtsEmotionalExperienceNeedsPain Points(Resistance/Risk)Opportunities(WIFM)How this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighPlanningo Research personas andjourney maps for changeinitiativeso Get familiar with tools andtemplatesooooAssess the changeStakeholder analysisImpact analysisInterview stakeholderso This is a lot of worko I’ve never done this beforeo This is going to be impactfuloooo Overwhelmo Fearo Concerno Happinesso Ambivalenceo Resistanceo Denialo ExcitementImplementingoooooooo Curiosityo AnticipationOverall Risk Score:SustainingGo LivePersonaOCMPractitioneroooooooo Cautiouso Frustrationo Optimismo Reliefo Practiceo Motivationo Skepticismo Realizationo Acceptanceo Utilizationo I need help gathering andcompiling the information tocomplete the personas andjourneysooooooooooooo I don’t have time for thisadditional worko I don’t have all of theinformation I needooooooooooooo Opportunity to learn a new skillo Opportunity to add a lot ofvalue to the change processo Thorough impact analysis foreach personaooooooooooooo Integrationo Commitment
ExerciseScenario You have been asked by leadership to create personas and journey maps to support anew change initiative You have never done this before, this will be a new process for you and other OCMpractitionersInstructions Map the journey of you as an OCM Change Practitioner adopting the new process ofcreating personas and journey maps for your initiative Follow the instructions on your table Each table will have an assigned focus area for their table Some areas may not need to be used, ok to leave empty if they don’t apply Complete the exercise as a groupChange Management Texas 2018
DebriefWhat did you like best about this exercise?What did you struggle with?What would you do differently to make this easy to implement foryour next initiative?Change Management Texas 2018
ReviewWhat we learned:1. The value of creating journey maps and personas2. How to use journey maps to paint the picture of how different audiencesmove through a change3. How to quickly build a tailored change approach for each audience4. How easy it is to build personas and journey maps using the providedtemplateChange Management Texas 2018
Closing CommentsPlease build on this and bring it back to a future ACMP TX Conference andshare!Change Management Texas 2018
Thank you!Change Management Texas 2018
What is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.IdentifyingHow this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighPlanningImplementingActivitiesWhat are the awareness activities for each phase?ThoughtsWhat are the Thoughts I may be having for each phase?Overall Risk Score:SustainingGo LivePersonaOCMPractitionerAge Range: 35-50Length of Service: 1 yearsRole within organization:Organizational ChangeManagerPrimary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerEmotionalExperienceNeedso Overwhelmo Fearo Concerno Happinesso Ambivalenceo Resistanceo Denialo Excitemento Skepticismo Curiosityo Anticipationo Cautiouso Frustrationo Optimismo Reliefo Practiceo Motivationo Realizationo Acceptanceo UtilizationWhat are the emotions I may be experiencing for each phase?What are my needs during each phase?Pain PointsWhat are the pain points I may experience during each phase?OpportunitiesWhat are the opportunities or WIFM for me during each phase?(Resistance)Level of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningo Integrationo Commitment
What is Changing for MeMy company wants me to create personas and journey maps for theprimary stakeholders impacted by a new change initiative. I’ve nevercreated personas and journey maps before.IdentifyingPlanningHow this Impacts MeLevel of Impact: HighTraining requirement: LowEngagement requirement: HighImplementingNew/RevisedProcessesWhat are the new or revised processes I may need to adopt for each phase?New TechnologyWhat are the new tools or technologies I need to adopt for each phase?ChangedResponsibilityWhat changes are being made to my responsibilities during each phase?New BehaviorWhat are the new behaviors I should be exhibiting during each phase?SuccessLooks LikeWhat does success look like for me during each phase?Age Range: 35-50Length of Service: 1 yearsRole within organization:Organizational ChangeManagerPrimary responsibilities:Works with leadership andproject teams to bring changesto the people organizationsPrimary Customer:Leadership, Project Managers,Project Team, s: Project success iscritical to my success as aChange ManagerLevel of tech savviness:Low-MediumLearning style: Medium Touch,prefers face to face and handson learningOverall Risk Score:SustainingGo LivePersonaOCMPractitioner
1. Learn the value of creating personas and journey maps for change initiatives 2. Learn the power of using journey maps to paint the picture of how different audiences move through a change 3. Learn how to quickly build a tailored change approach for each audience 4. Learn how easy it is to build personas and journey maps using the
