location_city Melbourne schedule Jul 19th 11:00 AM - 12:30 PM place EN 202 (C40) people 50 Interested

In this session we will work together in teams to develop a User Persona for the customer service representative in a Health Insurance Fund who uses a Knowledge Management System throughout the day to service customers. Then we will use this persona to develop a Customer / User journey map for the customer service representative to identify and prioritise features to improve their experience.

User Personas help stakeholders share their customer knowledge in a form that assists with design decision-making. During the design process you can use it to say “What would this person think when they see this?” or “What unanswered questions would prevent them from proceeding to the next step?” and so on.

Customer and user journey mapping is a way to deconstruct a user’s experience with a product or service as a series of steps and themes. These methods encourage your stakeholders to think about user needs effectively, identifying pain points and opportunities in a systematic and straightforward way. They help stakeholders determine the most important things the organisation could do to solve a customers problem.


Outline/Structure of the Interactive

Review the case study

Identify different types of customers and users

Develop a customer persona

Develop a customer / user journey

Prioritise opportunities for improvement


Learning Outcome

Participants can:

  • Identify the different types of customer and user
  • Develop a customer and user persona
  • Explain how to use a customer persona
  • Develop a customer and user story map
  • Understand how to use a customer journey map to identify and prioritise features of a project
  • Demonstrate techniques for obtaining user and stakeholder feedback during a project

Target Audience

Anyone interested in using design thinking to improve the value of their product to customers

Prerequisites for Attendees

Participants should understand the fundamentals of Agile and System Development

schedule Submitted 2 years ago

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