Default Generic Personas

General Personas
Example Framework
For customer use only as deployment guidance
Source material not to be republished or altered
©Microsoft Corporation
Meet Bob, an All Star
Great technology RESPONSIBILITIES CHALLENGES
gives me a • Lead strategic projects • Most customer information is only available while I’m
competitive • Tracking the competition’s offerings in the office
• Locating potential new customers • Working with a remote team can be challenging
advantage. It helps • Align with company CxO decision makers • I need to be productive on any device any place
me do my best • Lead and orchestrate company initiatives. • Spreading information is hard
work. • I wish IT security policies would be less restrictive.
All Stars
Example Roles
CXO, Top Management, Head Department, Board of
Directors, Business Unit Heads
WORKSTYLE NEED & WANTS
Mobile 60% of the time • I live by my phone and notebook
Internal Mobility • I need to work on projects with remote team members
He represents 22% of the workforce
• I need access to our project information system from any
“I’m a leader and influencer in my organization. I External Mobility place and any device
lead several project teams, often with customers and • I need a device that’s able to connect to my email and
documents no matter where I am
partners. I’m frequently on the go and need to be Internal Collaboration
• I need to find the right SMEs within the company for
accessible 24/7. My devices give me the freedom to any problem any time
work anywhere. Even when I’m remote, I expect to External Collaboration • I want to use the same devices at work as I do at home.
access and share information as quickly as I would
at my office.” Place Dependency
Bob’s Workstyle
Great technology A DAY IN A LIFE
gives me a 7:30am 9:00am 12:00pm 2:00pm 5:00pm
competitive Preps team for project

meeting.
Discuss contract for supplier
with procurement.
Discuss new project with
Pat over lunch.
Confer with Al on public
cloud solution for a
Looking for SME to support
with a specific project issue.
advantage. It helps Starts working on the Telephone conference with
customer via Lync.
Answering emails on his Pulls in a SME during the
me do my best minutes of yesterday’s
steering board meeting.
some colleagues from Asia private smartphone while
to discuss strategic initiative driving to remote company
Saves the PPT deck to be customer meeting call to
shown tomorrow to the answer specific customer
work. next steps. location via public transport, program board on an questions.
All Stars encrypted USB stick.
Example Roles
CXO, Top Management, Head Department, Board of CAPABILITY NEEDS KEY SCENARIOS
Directors, Business Unit Heads
1.Effective ad-hoc communication X
Connections
Document Creation
Seamless
2. Cross-boundary collaboration
Real-time Communication 3. Effective meetings X

4. Effective teams
DEVICE NEEDS Collaboration 5. Personal effectiveness
Expression
Effortless
Current Technology 6. Collaborative ideation
Finding Information & People
7. Effective community collaboration
8. Collaborative document creation
LOB Applications
Desired Future Technology
9. Finding expertise
Meaningful
10. Effective decision making & tracking X
Insight
Reporting & Analytics
11. Information sharing
Mobility 12. Collaborative data analysis
How do I “My information work is…” “My information needs are…”
spend my time?
21% Creating Information 43% Creating
11% Review and Analysis work 25% Consuming
All Stars 46% Meetings/ in person 5% Presenting
10% Phone/ other online 26% Sharing
10% Writing email

“I communicate using...” “I work from…”
40% Email “I collaborate with…” 45% Office
38% Instant Messaging 28% My Organization 6% Home Office
3% Voice Video Conference 51% My Team 0% Customer/Partner office(s)
16% In Person 13% Virtual Team 5% On the road
0% Blogging/Posting 6% Partners 41% At my work desk
1% Microblogging 0% Customers 1% In another public place (coffee shop, library, etc.)

Meet Mary, a Deskbound Contributor
Technology RESPONSIBILITIES CHALLENGES
needs to be • Elaborate documents and reports • It’s hard to get hold of project and program
reliable, fast, and • Collaborate with others in projects managers
make my job •
•
Support project and program managers
Collaborate with account managers on proposals
• Working with a remote team can be challenging
• Maintaining CRM data is hard because account
easier. • Maintain customer data in CRM system managers don’t provide proper details
• Act as a SME when others are looking for support. • Creating meaningful reports and proposal is hard.
Deskbound Contributor
Example Roles
Analyst, Accounting, Support, Business Manager,
Controller, HR Specialist, Compliance Manager
• I don’t live neither by my PC nor by my phone
Internal Mobility • I need to work on proposals with remote team
Mobile 10% of the time
She represents 19% of the workforce members
External Mobility • I need to effectively maintain our CRM data based
“My job requires me to be at the office. I create on account manager-provided details
and update documents & I’m happy with the • I don’t care about additional devices or remote
Internal Collaboration
working
tools provided. My communication &
• Working with Linda and Bob is tough as they are
collaboration tasks are mainly confined to my External Collaboration hardly available.
department. I work most of the day at my desk
and usually don’t take work home, which is
Place Dependency
good because I don’t have the tools and support
I would need.”
Mary’s Workstyle
Technology A DAY IN A LIFE
needs to be 7:30am 9:00am 12:00pm 2:00pm 5:00pm
reliable, fast, and Preps for project meeting. Discuss contract for
customer with project
Discuss new proposal with Confer with Lisa on host
Tom over lunch. solution for customer via
Travel home.
make my job Starts working on the

minutes of yesterday’s
manager. Lync.
Look up some sales report
easier. program meeting. Meeting with some
colleagues from his
figures in the CRM system Saves the PPT deck to be
to include in report. shown tomorrow to the
department to discuss board on an encrypted
Deskbound Contributor
project X next steps. USB stick.
Example Roles
Analyst, Accounting, Support, Business Manager, CAPABILITY NEEDS KEY SCENARIOS
Controller, HR Specialist, Compliance Manager
1.Effective ad-hoc communication
Connections
Document Creation
Seamless
2. Cross-boundary collaboration X
Real-time Communication 3. Effective meetings
4. Effective teams X
Expression
Effortless
LOB Applications
9. Finding expertise X
Meaningful
10. Effective decision making & tracking
Insight
spend my time?
Deskbound Contributor 0% Meetings/ in person 0% Presenting
5% Writing email

Meet Anne, a Generalist
RESPONSIBILITIES CHALLENGES
Technology is
just a means to • Get the job done • I can only work in the office
• Enter data accurately • Working with a remote team can be challenging
an end, I only • Support the sales department, enter CRM data • I often get unclear directives from managers thus I
use what I need • Support with the creation of a variety of documents need to follow up on these
Do proposal calculations • Creating meaningful reports is hard – I often get
to get my job •
• Contribute to issue resolution. insufficient data from account managers.
done.
Generalist
Example Roles
General Clerk, Sales Back Office, Order Operator,
Receptionist, Tele Sales, Customer Services
• I live by no device at all
Internal Mobility
Mobile 5% of the time • I need to work on proposal calculations
She represents 8% of the workforce • Sometimes there is no shared PC/kiosk left for me
External Mobility to work on thus I need to reschedule
“The bulk of what I do is hands-on, but I also • LOB apps could be easier to operate.
need to use a PC to complete my work. I often Internal Collaboration
use a shared PC, kiosk, or hand held device to
input data or transactions. I can get my job External Collaboration
done during the day, so there is no need to take
work home. Technology can make you work
Place Dependency
more – but work gets enough out of me.”
Anne’s Workstyle
A DAY IN A LIFE
Technology is 7:30am 9:00am 12:00pm 2:00pm 5:00pm
just a means to Preps for weekly Discuss work issue with Have lunch with a co- Has a call with John who Travel home.
an end, I only supervisor meeting. co-worker. worker. provides her instructions
to finish the PPT deck for
use what I need Starts working on the
minutes of yesterday’s
Works on report for Bob
to be finished by the end
Finishes the program the customer.
minutes meeting
to get my job program meeting. of the week document. Saves the PPT deck to be
done. shown tomorrow to the
Generalist customer on an USB stick

and hands it over to Bob..
Example Roles
General Clerk, Sales Back Office, Order Operator, CAPABILITY NEEDS KEY SCENARIOS
Receptionist, Tele Sales, Customer Services
Connections
Document Creation
Seamless

4. Effective teams
DEVICE NEEDS Collaboration 5. Personal effectiveness X
Expression
Effortless
LOB Applications
9. Finding expertise X
Meaningful
Insight
11. Information sharing X
spend my time?
Generalists 0% Meetings/ in person 0% Presenting
0% Writing email

Meet Tom, a Tech Realist
Technology RESPONSIBILITIES CHALLENGES
needs to provide • Have project oversight over specific projects • It’s hard to work effectively while not being
a clear path for • Tracking specific parts of the market physically in the office
getting things •
•
Collaborate effectively with various project teams
Creating proposals and sales materials
• I need more efficient tools to do my job
done, & not be a • Determining product/project features • Finding internal information is hard
bottleneck. • Brainstorming with colleagues on best possible • Securely exchanging data is close to impossible
solution
Tech Realist
Example Roles
Project Manager, In-house Consultant, Business
Manager, Team Head, Marketing Specialists
• I can live without smartphone and notebook
Internal Mobility • I need to work on projects with colleagues from all
He represents 21% of the workforce over the world
External Mobility • I need access to our internal tools from anywhere
“I collaborate with others on a regular basis. At • I need a device that’s able to connect to my email
any given time, I’m involved in multiple projects and documents no matter where I am
• I want to use a minimum number of devices -
or teams. I use a variety of tools from various
ideally one
locations. I deal with time constraints and get External Collaboration • I need secure and robust tools for my job.
frustrated when things don’t work. Though I rely
on technology to help me achieve my goals,
Place Dependency
sometimes it doesn’t support my needs.”
Tom’s Workstyle
Technology A DAY IN A LIFE
needs to provide 7:30am 9:00am 12:00pm 2:00pm 5:00pm
a clear path for Prepare for customer

meeting later today.
Discuss contract for
supplier with Bob.
Discuss new product with
Peter over lunch off-site.
Confer with Austin on
Exchange solution for
Travel out to meet
customer on-site.
getting things Starts working on the Telephone conference
customer via Lync.
Look up some project Pulls in a SME during the
done, & not be a minutes of yesterday’s
customer meeting.
with some colleagues
from Latam to discuss
performance figures from Saves the PPT deck to be customer meeting with
his notebook when shown tomorrow to the Lync to answer specific
bottleneck. customer next steps. driving home. customer on an encrypted customer questions.
Tech Realist USB stick.
Example Roles
Project Manager, In-house Consultant, Team Head, CAPABILITY NEEDS KEY SCENARIOS
Marketing Specialists, R&D
Connections
Document Creation
Seamless
2. Cross-boundary collaboration X
4. Effective teams
Expression
Effortless
7. Effective community collaboration X
LOB Applications
Meaningful
Insight
11. Information sharing X
spend my time?
TechRealists 22% Meetings/ in person 12% Presenting
25% Writing email


Meet John, a Road Warrior
I don’t like to be RESPONSIBILITIES CHALLENGES
tethered to my • Know what’s going on in the market • Most customer information is only available while
desk, I want to • Have an eye on the competition I’m in the office
be mobile. •
•
Locating potential new customers and partners
Creating proposals
• I need order history when I’m with the customer
• Determining margins • Using our tools is hard
• Brainstorming with colleagues on best possible • I wish IT security would be less restrictive.
solution.
Road Warrior
Example Roles
Account Manager, Sales Representative, Field
Engineer, Business Development
• I live by my devices
Internal Mobility • I need to work on proposals with remote team
He represents 15% of the workforce members
External Mobility • I need access to our CRM from anywhere
“I’m constantly on the go and need to be up-to- • I need to be able to connect to my email and
date at any given time, so I rely on my mobile documents no matter where I am on any of my
devices
devices. I put together my own presentations,
• I use the applications I consider best fit for purpose
spreadsheets, and correspondence, so I want External Collaboration to create documents on my devices.
things to work fast and simple. I get frustrated
with the limitations of the tools I use and will
Place Dependency
look for new apps to use.”
John’s Workstyle
A DAY IN A LIFE
I don’t like to be 7:30am 9:00am 12:00pm 2:00pm 5:00pm
tethered to my Preps team for customer

meeting.
Discuss contract for
customer with line
Discuss new potential
customer with Edward
Confer with Tom on
Windows Azure solution
Travel out to meet
customer on-site.
desk, I want to Starts working on the
manager. over lunch. for customer via Lync.
Pulls in a SME during the
be mobile. minutes of yesterday’s
customer meeting.
Telephone conference
with some colleagues
Look up some customer Saves the PPT deck to be customer meeting with
report figures from her shown tomorrow to the Lync to answer specific
from India to discuss notebook on a corporate customer on an encrypted customer questions.
Road Warrior
customer next steps. SharePoint site. USB stick.
Example Roles
Account Manager, Sales Representative, Field CAPABILITY NEEDS KEY SCENARIOS
Engineer, Business Development
1.Effective ad-hoc communication X
Connections
Document Creation
Seamless
Real-time Communication 3. Effective meetings X

4. Effective teams
Expression
Effortless
LOB Applications
8. Collaborative document creation X
Meaningful
Insight
spend my time?
Road Warrior 20% Meetings/ in person 0% Presenting
5% Writing email

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General Personas

competitive Preps team for project

All Stars encrypted USB stick.

Real-time Communication 3. Effective meetings X

11% Review and Analysis work 25% Consuming

All Stars 46% Meetings/ in person 5% Presenting

10% Phone/ other online 26% Sharing

10% Writing email

40% Email “I collaborate with…” 45% Office

38% Instant Messaging 28% My Organization 6% Home Office

3% Voice Video Conference 51% My Team 0% Customer/Partner office(s)

16% In Person 13% Virtual Team 5% On the road

0% Blogging/Posting 6% Partners 41% At my work desk

1% Microblogging 0% Customers 1% In another public place (coffee shop, library, etc.)

make my job Starts working on the

0% Review and Analysis work 0% Consuming

Deskbound Contributor 0% Meetings/ in person 0% Presenting

5% Phone/ other online 20% Sharing

30% Email “I collaborate with…” 0% Office

50% Instant Messaging 70% My Organization 0% Home Office

0% Voice Video Conference 30% My Team 0% Customer/Partner office(s)

20% In Person 0% Virtual Team 0% On the road

0% Blogging/Posting 0% Partners 100% At my work desk

0% Microblogging 0% Customers 0% In another public place (coffee shop, library, etc.)

Generalist customer on an USB stick

Real-time Communication 3. Effective meetings

0% Review and Analysis work 0% Consuming

Generalists 0% Meetings/ in person 0% Presenting

0% Phone/ other online 0% Sharing

100% Email “I collaborate with…” 100% Office

0% Instant Messaging 0% My Organization 0% Home Office

0% Voice Video Conference 100% My Team 0% Customer/Partner office(s)

0% In Person 0% Virtual Team 0% On the road

0% Blogging/Posting 0% Partners 0% At my work desk

0% Microblogging 0% Customers 0% In another public place (coffee shop, library, etc.)

a clear path for Prepare for customer

Tech Realist USB stick.

30% Review and Analysis work 52% Consuming

TechRealists 22% Meetings/ in person 12% Presenting

12% Phone/ other online 10% Sharing

25% Writing email

65% Email “I collaborate with…” 10% Office

15% Instant Messaging 20% My Organization 2% Home Office

12% Voice Video Conference 70% My Team 0% Customer/Partner office(s)

7% In Person 5% Virtual Team 17% On the road

0% Blogging/Posting 5% Partners 70% At my work desk

0% Microblogging 0% Customers 0% In another public place (coffee shop, library, etc.)

tethered to my Preps team for customer

Real-time Communication 3. Effective meetings X

65% Review and Analysis work 80% Consuming

Road Warrior 20% Meetings/ in person 0% Presenting

10% Phone/ other online 20% Sharing

75% Email “I collaborate with…” 50% Office

5% Instant Messaging 0% My Organization 0% Home Office

10% Voice Video Conference 60% My Team 0% Customer/Partner office(s)

10% In Person 0% Virtual Team 50% On the road

0% Blogging/Posting 40% Partners 0% At my work desk

0% Microblogging 0% Customers 0% In another public place (coffee shop, library, etc.)

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