Would like to see UX teams be less disposable with customer personas and journey maps. Most times when projects are completed, we seem to leave them aside like a dusty pile of old magazines.
Why aren’t more teams being imaginative and building an insights library capability for their organisations to understand regional market shifts, capture changing customer behaviours and attitudes - all while keeping cross-functioning teams contextually aware of the accelerators, decelerators, learnings and outcomes on the ground.
How do we add ‘modular layers’ on top of these artefacts to make them more valuable in the long term so that we might understand:
- Changing customer behaviours and attitudes
- Financial behaviours and literacies levels
- Mapping their ecosystem and identifying key individuals, groups or institutions that influence them in making decisions and to what degree
- Assessing potential partnerships with key groups or institutions (in their ecosystem) to co-create and improve product offerings to elevate customer delight and ROI
If not, this usually gets outsourced to expensive consultants and we’ll ponder why we don’t get invited to solve the more important and impactful challenges for businesses.