As we continue to deep dive into journey mapping the personnel vetting process, Step 2 helps us build upon the research we began by documenting each stakeholder and what they care about. Step 2 of this process states:
For each identified customer/stakeholder, map the process steps, typically no more than five (5) at a time; e.g., the job candidate completes the SF-86
In this step, it's important to synthesize and capture what you’ve learned about the stakeholders. This is where you can begin to make your data and research meaningful, by describing the persona profile. This is the summary of the mindset, needs, and goals typically held by stakeholders. A good set of persona profiles will help you think through the recipients on both ends of the spectrum at every stage of development; and includes illustrations, descriptive text and often a portrait photo.
For each stakeholder, consider the type(s) of jobs to be done, capturing the distinguishing characteristics for each persona profile. Functional jobs are tasks to be completed and emotional jobs are feeling to achieve or experience. When evaluating the emotional tasks, you must consider how the stakeholder feels about him/herself or how they want to be perceived. Other items to consider:
- Define the job to be done/desired outcome
- List any performance criteria the stakeholder uses to make decisions
- Exploring how the stakeholder addresses the identified need
In our “Understanding the Stakeholders: Step 1 ” blog post, we provided research methods to help capture this specific information; therefore making it easier to understand the stakeholder landscape; including the functional and emotional roles within the personnel vetting process.
To best achieve this technique, it's best to select a specific experience to document, and then place in a few key tasks. Next, decide which individuals or personas to represent, and start listing the people, places, and things they encounter. This can be diagrammed in a flowchart or timeline. Once outlined, highlight the critical waypoints in their journey, and study the behavioral patterns for potential insights.
Taking these steps to capture the research as identified in our Step 2 recommendation will enhance your ability to focus on people, the functional jobs they are trying accomplish and the experiences they aspire. Summarizing your research into the final persona profile as an anchor for journey mapping will enable you to challenge prior misconceptions and above all, create a powerful tool for decision making.
Stay tuned as we move forward with Step 3 in this process, and begin to peel back the layers of what happens behind the scenes.