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How Dynamic Persona Modeling Enables Digital Transformation

WWT's Dynamic Persona Modeling methodology brings together IT and line-of-business leaders to align end-user needs, technology requirements and business objectives to drive digital transformations and improve IT credibility across the organization.

March 4, 2021 3 minute read

An organization’s people — its end users — are at the center of every process and digital transformation. So it’s crucial they have the right tools for success. Yet we often find organizations leave end-user technology decisions to chance.

In reality, IT and line-of-business (LoB) leaders are typically disconnected and siloed.

By aligning end-user needs, business objectives and technology requirements, IT gains a clear picture of how best to support the business.

Without insight from LoB leaders on end-user needs, IT makes assumptions — often false ones — about who their end users are and what new technology they need to work efficiently.

When LoB leaders and their end users feel unsupported, they may resort to implementing their own ad-hoc solutions, resulting in shadow IT and increased technology sprawl.

To break this vicious cycle, WWT developed a Dynamic Persona Modeling (DPM) methodology that brings together IT and LoB leaders to align end-user needs, technology requirements and business objectives to ensure successful transformations and improve IT credibility across the organization.

What is dynamic persona modeling? 

DPM views digital transformation through the lens of the end user. It is a pragmatic application of end-user centered design philosophy, resulting in technology decisions that both improve the end-user experience and support business priorities. 

Our DPM methodology follows six main steps for developing a comprehensive technology roadmap aligned to end-user needs and business priorities. Request our Digital Workspace Envisioning workshop today to get started on this path.

Our approach starts by merging data with institutional knowledge to create an aligned, overarching set of criteria that encompasses end-user needs, organizational objectives and technology requirements. These requirements are mapped to specific groups, and even to individual end users, to create a dynamic picture of who, what and where services need to be delivered.

Rather than grouping end users by departments or organizational charts, dynamic personas layer various characteristics and technology requirements in a way that allows IT to provide more personalized support.

After developing aligned criteria, we build dynamic personas. Dynamic personas are groupings of end users aligned to business objectives that share common characteristics, services and/or requirements. This helps create a holistic vision of the entire organization.

Dynamic personas are then used to create a complete resource model based on aligned requirements. We map each end user to requirements such as technology features, support needs, security and access profiles, collaboration profiles, applications, licensing, adoption and training needs, migration/batching schedules, and even financial models. This step is essential for IT leadership decision making as it provides a clear path forward based on data and aligned requirements — not assumptions.

Finally, as a partner to many of the world’s leading technology manufacturers, WWT has key insight into industry trends, best-in-class solutions and future technologies. Based on the aligned requirements and mappings, we work with IT leadership to build a comprehensive technology roadmap, including program design and solution development.

Example of a technology roadmap after completing our DPM process.
Example of a technology roadmap after completing our DPM process.

Remove the guesswork from technology decision making

Digital transformation is only as successful as the end users powering it. This requires IT and LoB leaders to come together to put their people first by fully understanding end-user needs and requirements as well as how those relate to business priorities. Only then can IT confidently make the right technology decisions to successfully transform the digital workspace and beyond. 

Learn more about WWT’s Dynamic Persona Modeling approach. Request a workshop
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