Implementing user centricity in every corner of the business

#jboye17 - Aarhus 8th November 2017

Anna Svagrova & Marcela Alvarado

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Name: Marcela Alvarado

Gender: Female

Age range: 40-50

Position: Intranet Manager

Seniority: 18 months

Country of birth: Chile

ABOUT MEMy son

Me and my brand new U2 t-shirt

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Do you know anyone from Chile?

Would you base any decision just on that?

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11.200+

OWNERSTHE 5TH LARGEST

MILK INTAKE14+ BILLION KILO

20.000+COLLEAGUES

10+ BILLION EURO

REVENUE

PRODUCTS SOLD IN

100+

COUNTRIES

DAIRY COMPANY

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WHAT IS A PERSONA?

A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people.

Shlomo Goltz

7

WHY SHOULD ARLA USE PERSONAS?

Improve Optimize Identify Act Create

decision-making process

hand-over process

obstacles and pain points

facts and not assumptions

maximum impact

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UNDERSTAND YOUR USERS…

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Do you have INTERNAL Personas?

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How did we createArla Global Personas

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13COUNTRIES

4LANGUAGES

50 MINUTES

on average

109 CONVERSATIONS

FACE TO FACE & SKYPE

6BUSINESS GROUPS

OUTCOME

• A day in your life

• Work life

• Communication channels

• Relationship to Arla

• Future dreams and ambitions

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5 SECTIONS

5 PERSONAS

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Persona 1 Persona 2 Persona 3 Persona 4 Persona 5

ARLA GLOBAL PERSONAS

Adam

• Likes to run in the morning

• Isn’t very active on social

media

• His position is a people

manager

• Has many meetings per day

• Focuses on progressing

together with Arla

Ricki

• Does many sports in his

free time

• On a perfect day, he would

like to be with his family

• Digitally traditional

• Receives a daily work plan

when reaching work

• Doesn’t use the intranet

channels very often

Lora

• Digitally very progressive

• Has very busy working days

• Her days are planned and

she is responsible for the

structure

• Gets stressed by last

moment changes

• Her top work priority is to

be challenged

Amir

• Has energy after a morning

shower

• Is comfortable using

technology he knows

• Uses social media to be in

touch with his friends and

family

• Is not stressed

Sofia

• Really likes breakfast

• Is a heavy smartphone user

• Struggles with finding

information

• Thinks the work

environment is positive

• If she isn’t promoted, she

will look for a job

elsewhere

In my free time, I am…

• full of energy after a morning jog

• taking care of the house and our garden

• like to stay in touch with our family and friends

• using a smartphone or a tablet

ADAM In my position, I am…

• in control of my schedule

• very often in a meeting

• sometimes stressed by having too many tasks and not enough time

• responsible for my team

In my future, I would like to…

• progress together with Arla

• climb the corporate ladder

• see my children grow up happy

• provide a stable place for me and my wife

Hello, my name is Adam!I am 48 years old and live withmy family. Our children will goof to the university soon and,thus, we try to spend as muchtime as possible together.

I have been in Arla for a whileand I am still feeling fulfilled. Itis especially because I wasallowed to grow together withthe company. At the moment, Ihave a responsibility over ateam and I am definitely notready to stop advancing.

My communication channels My social media

0%

5%

10%

15%

20%

25%

30%

35%

Denmark Sweden Germany UK Non-core

In which country can you find me?

0% 10% 20% 30% 40% 50% 60%

Supply chain

Marketing & Innovation

International

Europe

HR & Corporate Affairs

IT, Legal & Finance

In which business group can you find me?

I like my communication to be written for the sake of accountability as well as the opportunity to read it when

I actually have the time for it

I am not very active on social media – I mostly follow what my friends have to share. From time to

time I put a interesting link or an article.

HOW TO WORK WITH ARLA GLOBAL PERSONAS

When you know your target group, tailored solutions come naturally

USING PERSONAS

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Formulation of your case Choosing your target group The Persona’s perspective

1 2 3

Case description

Target group

Business goals

Positives

Negatives

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18

We would like find out the relevancy and possible ways to improve the printed employee magazine ‘Closer to Arla’

Blue collar employees

• Make people feel as ONE Arla• Establish ambassadors by sharing Arla stories• Knowledge sharing• Inspiration• Feeling proud

+ Paper feeling+ Opportunity to take it with you+ Available for everyone+ Show off for outsiders

- Low engagement- Costs and distribution- Untraceable progress- Old stories (4 times a year)

STEP 1

USING PERSONAS

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Formulation of your case Choosing your target group The Persona’s perspective

1 2 3

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How would this framework

support your decisions?

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THANK YOU!