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Change Management Texas 2018
Personas and Journey Maps for Organizational Change
Presented by: Lanette Ferguson, TEKsystems Global Services September 7th, 2018
Mapping the Change Journey
Change Management Texas 2018
Welcome
Lanette Ferguson
OCM Practice Architect – Global Services ACMP Texas VP Board of Directors
Change Management Texas 2018
“Inside of every problem lies an opportunity.” – Robert Kiyosaki
Change Management Texas 2018
Session Objectives
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 provided templates
Change Management Texas 2018
Purpose & Challenges
Purpose • Journey maps are used to bring awareness to customer journeys • Personas are used to humanize stakeholders as well as bringing
awareness to a particular stakeholder group’s unique needs Challenges • Figuring out how to apply personas and journey maps to change
initiatives and internal stakeholders
Change Management Texas 2018
Value
• Creates deep awareness of how each stakeholder experiences the change journey
• Provides input into the change adoption, change readiness, coaching, change network and communications plans
• Enables buy-in from project and leadership team in support of recommended change activities
• Provides an opportunity for change and project managers to thoroughly think through the change
• Provides the project team and leadership with an easy way to understand which audiences are impacted the most and at the highest risk
Change Management Texas 2018
Building Personas and Journey Maps
Inputs for building your personas and journey maps • Stakeholder/Impact analysis • Stakeholder interviews • Change objective • Benefits • Success criteria
Other Resources • Project manager • Project artifacts e.g. project charter • Project team members • Leadership/Change Sponsor
Change Management Texas 2018
Building Personas and Journey Maps How many and for which audiences? 1. Build multiple personas/journey
maps for each initiative 2. Build for the most impacted
stakeholder groups/audiences
How to do it 1. Envision yourself in the role of the persona you
are planning for 2. Empathize with the persona as if you were going
through the change 3. Get help from audience SMEs if needed 4. Shift your mindset from practitioner to impacted
stakeholder 5. Utilize knowledge of DiSC, MBTI, SCARF
concepts to help with mind shift
Persona IT Supervisor
Age Range: 38-55
Length of Service: 5+ years
Roles within organization: Supervises Network Engineering, IT Security, DevOps, Disaster Recovery and Cloud teams
Primary responsibilities: Employee management, works directly with team to drive tasks and deliverables
Personal/professional motivators: Career growth, team growth, align team to company vision/mission, project deadlines to meet expectations
Level of tech savviness: High
Learning style: Low-touch, is interested in developing team’s capabilities vs own
Identifying Planning Implementing Sustaining
Awareness Activities
o Begin to hear about the new ITSM initiative from leadership
o Begin sharing what I know with my team
o Receiving updates from management about the change
o Passing info along to my team o Participating in requirements
conversations o Stakeholder analysis meetings
o Keeping my team informed o Modeling new behaviors o Supporting my team by giving
them time to attend training, participate in UAT, as Change Champions or Super Users
o Monitoring metrics to see how the new tool and processes are impacting my team
o Continuing to model new behaviors for my team
o Addressing concerns and issues
Thoughts
o What does my team need to do to implement and maintain these new processes and tool?
o What about the other initiatives my team is working on?
o What integration points do we need to take into consideration?
o My team is being asked to change everything they do which is concerning to me
o Which members of my team are on board with the change and who are not?
o How do I get those that are resisting on board?
o How do I know what success looks like for my team?
o What does management want me to track and how do I report my team’s progress?
Emotional Experience
o Overwhelm o Fear o Denial
o Concern o Happiness o Excitement
o Ambivalence o Resistance o Skepticism
o Curiosity o Anticipation
o Cautious o Frustration o Realization
o Optimism o Relief o Acceptance
o Practice o Motivation o Utilization
o Integration o Commitment
Needs
o Help me understand what I need to do to get my team ready
o Help me understand what I need to know to fit this in with my other priorities
o I need to be kept in informed of progress, how my team is impacted and what they need to do differently
o I need to know how best to support my team
o I need to understand exactly how these changes impact my team’s productivity
o I need to know how to measure success and what success looks like
o I need my leadership team to continue rallying for the change
Pain Points (Resistance/
Risk)
o I don’t have the time to roll up my sleeves and get tactical
o My team is already short on resources so I can’t afford to have them focused on a project
o How do I trust the implementation team knows our business enough to configure this tool for us?
o My team is being stretched thin due to project related activities
o Members of my team are complaining about the new processes and impacts to them
o How do I sustain momentum in an unstable environment?
Opportunities (WIFM)
o Help me balance the workload for my team so that they can participate in project related activities
o Capture thorough requirements so you understand our needs
o Keep me involved as appropriate so that I trust the process
o Help me understand and convey the big picture vision and benefits of the change to my team
o Help me hold my team accountable by implementing performance review metrics
Go
Liv
e
What is Changing for Me My team needs to change their processes while also learning a new tool. They will likely need training and will need to participate in process reengineering meetings which impacts their productivity.
How this Impacts Me Level of Impact: Medium Training requirement: Medium Engagement requirement: High
Overall Risk Score:
Persona IT Supervisor
Age Range: 38-55
Length of Service: 5+ years
Roles within organization: Supervises Network Engineering, IT Security, DevOps, Disaster Recovery and Cloud teams
Primary responsibilities: Employee management, works directly with team to drive tasks and deliverables
Personal/professional motivators: Career growth, team growth, align team to company vision/mission, project deadlines to meet expectations
Level of tech savviness: High
Learning style: Low-touch, is interested in developing team’s capabilities vs own
Identifying Planning Implementing Sustaining
New/Revised Processes
o Assist with identifying participants for process configuration meetings
o Assist with identifying participants for stakeholder analysis, impact interviews and/or focus groups
o Stay engage with project team o Pass along new process
information to team o Encourage team’s participation in
defining new processes
o Attend training for new processes o Support team participation in
training for new processes o Model new processes whenever
possible o Identify success metrics for team
o Encourages completion of surveys o Tracks process adoption metrics
and works with team to meet them o Updates performance review
criterial to encourage modified behavior around process adoption
o Encourages and promotes CSI
New Tools/ Technology
o Arrange for demo of tool for impacted stakeholders
o Gather and pass along concerns to project team
o Review and verify system configuration documents
o Make time for team to participate in desk checks
o Identify success metrics for team o Support team participation in
training for new technology and as change champions or super users
o Make time for hands on demo of new system
o Tracks system adoption metrics and works with team to meet them
o Updates performance review criterial to encourage modified behavior around system usage
o Encourages and promotes CSI
Changed Responsibilities
o Shares role impacts with team as they are understood at this time
o Gather and pass along concerns to project team
o Share role changes and impacts with team, address concerns and convey concerns to project team and transition readiness resources
o Share role changes and impacts with team, address concerns and convey concerns to project team and transition readiness resources
o Modifies performance review criterial to encourage modified behavior around new responsibilities
o Ongoing in-the-moment and 1-on-1 coaching
New Behaviors
o Convey understanding of new behaviors to team
o Gather and pass along concerns to project team
o Encourage participation in Change Readiness survey
o Convey understanding of new behaviors to team
o Gather and pass along concerns to project team
o Encourage participation in Change Readiness survey
o Model new behaviors o Encourage participation in training
and UAT as well as change champions or super users
o Encourage participation in Change Readiness survey
o Models new behaviors o Ongoing in-the-moment and
1-on-1 coaching for new behaviors o Updates performance review
criteria to encourage newly identified behaviors
What Success Looks Like
o Pass along project information to team
o Encourages team’s participation in roadshows and other project related activities
o Supervisors pass along information in person via team meetings and 1-on-1s
o Encourages team’s participation in roadshows and other project related activities
o Supervisor is highly engaged and promoting participation in project activities as well as sharing just-in-time communications with team
o Keeps project team informed of obstacles
o Models new behaviors o Holds team accountable to new
process, technology and behaviors o Keeps team informed of project
updates and project team informed of obstacles
Go
Liv
e
What is Changing for Me My team needs to change their processes while also learning a new tool. They will likely need training and will need to participate in process reengineering meetings which impacts their productivity.
How this Impacts Me Level of Impact: Medium Training requirement: Medium Engagement requirement: High
Overall Risk Score:
Change Management Texas 2018
Exercise
Scenario • You have been asked by leadership to create personas and journey
maps to support a new change initiative • You have never done this before, this will be a new process for you
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
Awareness Activities
o Research personas and journey maps for change initiatives
o Get familiar with tools and templates
o Assess the change o Stakeholder analysis o Impact analysis o Interview stakeholders
o o o o
o o o o
Thoughts
o This is a lot of work o I’ve never done this before o This is going to be impactful
o o o
o o o
o o o
Emotional Experience
o Overwhelm o Fear o Denial
o Concern o Happiness o Excitement
o Ambivalence o Resistance o Skepticism
o Curiosity o Anticipation
o Cautious o Frustration o Realization
o Optimism o Relief o Acceptance
o Practice o Motivation o Utilization
o Integration o Commitment
Needs
o I need help gathering and compiling the information to complete the personas and journeys
o o o o
o o o o
o o o o
Pain Points (Resistance/
Risk)
o I don’t have time for this additional work
o I don’t have all of the information I need
o o o o
o o o o
o o o o
Opportunities (WIFM)
o Opportunity to learn a new skill o Opportunity to add a lot of
value to the change process o Thorough impact analysis for
each persona
o o o o
o o o o
o o o o
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
What are the awareness activities for each phase? What are the
Thoughts I may be
having for each phase? What are the emotions I may be experiencing
for each phase?
What are my needs during each phase?
What are the pain points I
may experience during each
phase? What are the opportunities or WIFM for me during
each phase?
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
New/Revised Processes
o Adding new personas and journey maps process
o o o
o Utilize new personas and journeys for primary stakeholders to help manage change
o
o Utilize new personas and journeys for primary stakeholders to help manage change
o
o Review personas and journeys for gaps in analysis and use as part of lessons learned
o
New Tools/ Technology
o New personas and journey maps templates
o o o
o o o o
o o o o
o o o o
Changed Responsibilities
o o o o
o o o o
o o o o
o o o o
New Behaviors
o o o o
o o o o
o o o o
o o o o
What Success Looks Like
o o o o
o o o o
o o o o
o o o o
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
What are the new or revised
processes I may need to
adopt for each phase?
What are the new tools or
technologies I need to adopt for
each phase? What changes
are being made to my
responsibilities during each
phase? What are the new behaviors I
should be exhibiting
during each phase? What does
success look like for me
during each phase?
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
Awareness Activities
o Research personas and journey maps for change initiatives
o Get familiar with tools and templates
o Assess the change o Stakeholder analysis o Impact analysis o Interview stakeholders
o o o o
o o o o
Thoughts
o This is a lot of work o I’ve never done this before o This is going to be impactful
o o o
o o o
o o o
Emotional Experience
o Overwhelm o Fear o Denial
o Concern o Happiness o Excitement
o Ambivalence o Resistance o Skepticism
o Curiosity o Anticipation
o Cautious o Frustration o Realization
o Optimism o Relief o Acceptance
o Practice o Motivation o Utilization
o Integration o Commitment
Needs
o I need help gathering and compiling the information to complete the personas and journeys
o o o o
o o o o
o o o o
Pain Points (Resistance/
Risk)
o I don’t have time for this additional work
o I don’t have all of the information I need
o o o o
o o o o
o o o o
Opportunities (WIFM)
o Opportunity to learn a new skill o Opportunity to add a lot of
value to the change process o Thorough impact analysis for
each persona
o o o o
o o o o
o o o o
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
New/Revised Processes
o Adding new personas and journey maps process
o o o
o Utilize new personas and journeys for primary stakeholders to help manage change
o
o Utilize new personas and journeys for primary stakeholders to help manage change
o
o Review personas and journeys for gaps in analysis and use as part of lessons learned
o
New Tools/ Technology
o New personas and journey maps templates
o o o
o o o o
o o o o
o o o o
Changed Responsibilities
o o o o
o o o o
o o o o
o o o o
New Behaviors
o o o o
o o o o
o o o o
o o o o
What Success Looks Like
o o o o
o o o o
o o o o
o o o o
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
Awareness Activities
o Research personas and journey maps for change initiatives
o Get familiar with tools and templates
o Assess the change o Stakeholder analysis o Impact analysis o Interview stakeholders
o o o o
o o o o
Thoughts
o This is a lot of work o I’ve never done this before o This is going to be impactful
o o o
o o o
o o o
Emotional Experience
o Overwhelm o Fear o Denial
o Concern o Happiness o Excitement
o Ambivalence o Resistance o Skepticism
o Curiosity o Anticipation
o Cautious o Frustration o Realization
o Optimism o Relief o Acceptance
o Practice o Motivation o Utilization
o Integration o Commitment
Needs
o I need help gathering and compiling the information to complete the personas and journeys
o o o o
o o o o
o o o o
Pain Points (Resistance/
Risk)
o I don’t have time for this additional work
o I don’t have all of the information I need
o o o o
o o o o
o o o o
Opportunities (WIFM)
o Opportunity to learn a new skill o Opportunity to add a lot of
value to the change process o Thorough impact analysis for
each persona
o o o o
o o o o
o o o o
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
Change Management Texas 2018
Exercise Scenario • You have been asked by leadership to create personas and journey maps to support a
new change initiative • You have never done this before, this will be a new process for you and other OCM
practitioners Instructions • Map the journey of you as an OCM Change Practitioner adopting the new process of
creating 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 group
Change Management Texas 2018
Debrief
What did you like best about this exercise? What did you struggle with? What would you do differently to make this easy to implement for your next initiative?
Change Management Texas 2018
Review
What we learned: 1. The value of creating journey maps and personas 2. How to use journey maps to paint the picture of how different audiences
move through a change 3. How to quickly build a tailored change approach for each audience 4. How easy it is to build personas and journey maps using the provided
template
Change Management Texas 2018
Closing Comments
Please build on this and bring it back to a future ACMP TX Conference and share!
Change Management Texas 2018
Thank you!
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
Activities
Thoughts
Emotional Experience
o Overwhelm o Fear o Denial
o Concern o Happiness o Excitement
o Ambivalence o Resistance o Skepticism
o Curiosity o Anticipation
o Cautious o Frustration o Realization
o Optimism o Relief o Acceptance
o Practice o Motivation o Utilization
o Integration o Commitment
Needs
Pain Points (Resistance)
Opportunities
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
What are the awareness activities for each phase?
What are the Thoughts I may be having for each phase?
What are the emotions I may be experiencing for each phase?
What are my needs during each phase?
What are the pain points I may experience during each phase?
What are the opportunities or WIFM for me during each phase?
Persona OCM Practitioner
Age Range: 35-50
Length of Service: 1+ years
Role within organization: Organizational Change Manager
Primary responsibilities: Works with leadership and project teams to bring changes to the people organizations
Primary Customer: Leadership, Project Managers, Project Team, impacted stakeholders
Personal/professional motivators: Project success is critical to my success as a Change Manager
Level of tech savviness: Low-Medium
Learning style: Medium Touch, prefers face to face and hands on learning
Identifying Planning Implementing Sustaining
New/Revised Processes
New Technology
Changed Responsibility
New Behavior
Success Looks Like
Go
Liv
e
What is Changing for Me My company wants me to create personas and journey maps for the primary stakeholders impacted by a new change initiative. I’ve never created personas and journey maps before.
How this Impacts Me Level of Impact: High Training requirement: Low Engagement requirement: High
Overall Risk Score:
What are the new or revised processes I may need to adopt for each phase?
What are the new tools or technologies I need to adopt for each phase?
What changes are being made to my responsibilities during each phase?
What are the new behaviors I should be exhibiting during each phase?
What does success look like for me during each phase?
