Technology is designed with the end-user in mind, but what does it actually look like to be that end-user?
Very rarely is there even just one type of user for any given organisation or industry. As developers, consultants, and administrators it’s all too easy for us to forget what it’s like to be on the client’s journey rather than our own. Personas are the hallmark tool that UX designers use to get out of that mindset and into the approach that a client can relate to. We see this as the gold standard that all of our consultants should model whether or not they consider themselves UX experts!
Let’s take a closer look at how we use personas at DataColada to empathise with and create for the clients in the Aged Care industry.
The Aged Care space is undoubtedly a growing and emotional one filled with many characters: family members seeking to find care for aging loved ones, potential clients nervously getting moved into facilities from their homes, busy admissions staff members triaging and collecting information for each prospective client, and management staff overseeing all of these processes at the facility to name a few.
Let’s take the example of the busy admissions staff member:
Persona: Chloe
Description: Chloe is a middle-aged woman who has worked at her aged care facility for the past two years on the admissions team. She frequently finds herself in the position of receiving phone calls from stressed family members who need to find quality care for their aging relatives. While she’s adept at gathering the required information, she’s finding it difficult to collect and organise the required info while still maintaining compassion and patience on the phone.
Demographics:
Gender: Woman
Age: 46
Location: Sydney
Education: University degree
Job Title: Admissions Associate
Struggles that Salesforce can address:
Needs: Efficient and easy data entry for each caller
Motivations: Be more productive at work, free up time on phone lines, finish work within her 40 hour workweek, get promoted
Pain Points: Chloe is not paid hourly, therefore it’s not to her benefit to work overtime catching up on cryptic documentation when she’s already had to spent so much time on the phone with anxious callers. She wants to be promoted to an Admissions Manager but she’ll need to stand out by closing out calls more efficiently to impress her manager.
Persona’s Journey: Chloe may be busy, but she’s also a fast learner. She prioritises simplicity and customer service. We should lean into something like a screen flow for calls in the facility’s Salesforce org. This will allow Chloe to fly through her required questions and document while speaking to the caller without taking away from her ability to be charismatic and present with the enquirer.
