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Skip to 0 minutes and 0 seconds All right, now we’re going to detail the persona and operationalize it in our specific area of interest using think, see, feel, do. Now, you may notice that there’s a bunch of tabs up here. We’ve done that for filming purposes. And when you actually do this, I would highly encourage you to keep all this stuff in one place, whether that’s a Google Doc or a file you’re going to use on your computer. And the reason is it’s really handy to have all this stuff integrated together and interlinked and so forth.

Skip to 0 minutes and 30 seconds So when we look at the think part of the persona, we talked about how what we’re really starting with here, initially at least, is the tension between how things are and how our persona, Trent, would like them to be. And we’ve noticed some issues around the dispatch process and his ability to get parts. Basically, things that cause him to idle more than he would like. So Trent thinks that the dispatch process could be more efficient. He ends up at jobs that are far away and not in his area of expertise more than he thinks he ought to, based on chats he has after he gets back to the office.

Skip to 1 minute and 30 seconds Another issue is with parts.

Skip to 1 minute and 36 seconds Sometimes it seems like they,

Skip to 1 minute and 43 seconds They being dispatch, could have prepped him better with the right parts. Now, we’re going to go to Sees. What are the key observations that Trent makes that inform his point of view, and where do they come from, and why are they important? Then, we want to talk about why we believe these thoughts, these notions are important. And we think that that’s because these are all things that cause Trent to idle, and a big part of his compensation is tied to his billable hours on site. And all these items reduce that. Now, we’ll look at Sees. And here we’re looking at key things that inform their point of view, people they talk to, things that they read.

Skip to 2 minutes and 40 seconds And with Trent, it’s more the kind of informal interactions he has with former colleagues and other people that do this kind of work. So we say, Trent talks to other technicians frequently.

Skip to 3 minutes and 0 seconds On the job, sometimes, if they’re doing it at larger sites where they have multiple vendors. Former colleagues, And people he knows socially.

Skip to 3 minutes and 18 seconds He has heard, That some of them like working for themselves. They like the flexible hours, And the money. But they do have to spend a lot of time running the business and marketing themselves.

Skip to 3 minutes and 48 seconds He’s not sure he’d like that.

Skip to 3 minutes and 54 seconds Feels, okay, so here we’re trying to get at how do these things that we’ve ascribed importance to make Trent feel? So Trent enjoys his work. He’s always had a knack for fixing things.

Skip to 4 minutes and 17 seconds But what he really likes is coming through for people.

Skip to 4 minutes and 24 seconds When the customer is frustrated, That really takes the enjoyment,

Skip to 4 minutes and 37 seconds Out of his work. Also, sometimes he feels like dispatch isn’t trying to route him and use his time,

Skip to 4 minutes and 56 seconds As efficiently as they should. And he feels frustrated, almost cheated, while he’s sitting in bumper to bumper traffic and not doing the work he loves, and accruing billable hours.

Skip to 5 minutes and 26 seconds Now, dear learner, I will freely admit that some of this writing’s a little rough. But again, that’s okay. We’re not trying to write something fantastic here, and we can always go back and edit it. We’re on the final thing now, does. What does Trent actually do? We want to get at a couple things here. One is the factual parts of how much does Trent work? How much money does he make? How many jobs does he do? Probably the most important things in our case, since we’re making software for him internally, is the time he spends working on jobs, and how many jobs he actually does. Trent ends up working around 45 hours a week if you include travel time.

Skip to 6 minutes and 9 seconds He does 1.4 jobs jobs per day, statistically, On average. A little redundant, but again, it’s okay. And 30 of those end up being billable hours. Trent uses his personal phone to get text messages and look up vendor documentation for HVAC equipment.

Skip to 6 minutes and 54 seconds He has a company, Issued device, but he only uses it for recording hours and placing equipment orders. So they could be more things here, their almost certainly will be, as we go out and do our investigation. But we’ve pushed ourselves to see what we know, how little we know, probably, in most cases, if this is an early draft. And now we have some focal points to go back and iterate on and improve, as we learn about who our user really is, what makes them tick, what’s important, what’s valuable to them.

Demo: Drafting Think, See, Feel, Do

In this video, Alex demos detailing the persona and operationalizing it using think, see, feel, do. You’ll complete a simplified version of this for your peer-reviewed assignment in Week 3.

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This video is from the free online course:

Getting Started with Agile and Design Thinking

Darden School of Business, University of Virginia